MANILA – “Programmatic is the solution we have to manage this growing digital ecosystem,” said MindShare Philippines’ Managing Director for Team Unilever Abhishek Gupta during the 4th adobo Festival of Ideas, where creative stalwarts come together to exchange insights and ideas on the theme, “Creativity at the heart of Digital: Data, Tech, and AI.”
A portmanteau of the words ‘programmed‘ and ‘automatic’, programmatic ad serving is driven by tech solutions and uses software to buy digital advertising. It uses machines like The Ad Tech Stack and algorithms to acquire display space.
The advantages of programmatic include efficiency in terms of speed, quality, and cost, data driven planning, real-time optimization, and targeting and personalization. According to Gupta, programmatic also solves issues in ad buying including viewability, ad fraud, and brand safety.
Also, one of the greatest things about programmatic is its capability to deliver quality reach. “Ultimately, if you do all this [programmatic] right, you will get a quality reach. Which means that you reach a target audience who really matters to your business. It also leads to a more sophisticated targeting and audience-first thinking,” he said.
Gupta also shared that programmatic saves a lot of time because it cuts the long process of traditional ad buying which commonly includes trial and error, as well as human negotiations and manual insertion orders.
“Programmatic happens real-time. It’s like a stock market where people tracks and understands which campaigns are working and which are not.”
Lastly, in programmatic, audiences could be clustered into sections based on predefined parameters such as behavior patterns or demographics. Hence, advertisers could come up with a personalized ad for each target audience. “Programmatic has unlocked tremendous potential in how we tell stories online because it’s not about creating one ad and giving that to everyone.”
