What is Programmatic Advertising?

Automated buying and selling of online digital advertising is done by programmatic advertising agencies. Companies that specialize in programmatic buying enable a company to run digital marketing campaigns that optimize digital display ad spending.
 
Ad purchases are more efficient and effective when they are automated. When you deal with a partner who has access to trading desks, the entire process is expedited. Out of home choices and AI that optimizes creatives for greater conversions and return on ad spend are now available in programmatic advertising, compared to a decade ago.

IBM’s AI based bot Watson is being continuously developed for optimized programmatic media buying and is already popular in the US and UK. In one of its official blogs IBM’s VP of Marketing Analytics, Ari Sheinkin shared that the results of programmatic media buying by Watson show a stunning 71% reduced Cost Per Click (CPC). (TechAdvisor)

For your digital ad buying needs, our programmatic sales team gives you access to thousands of advertising platforms. Our programmatic platform can be used in conjunction with any paid search and content marketing campaigns that your team is working on.
 
We’ve worked with all of the programmatic ad buying platforms and have a decade of experience providing programmatic digital advertising solutions.

How can Programmatic Marketing Companies Help your Brand Shine?

Today, a variety of platforms can be accessed and purchased programmatically, including:

Programmatic TV buys

Purchase by channels, audience, platform and even hours of day

Audio that is programmed
Stream premium digital radio stations, podcasts, and online streaming services to millions of monthly listeners.
Enjoy the convenience of providing, managing, and tracking audio campaigns from a single location.
 
To guarantee relevant ads are targeted (and retargeted), layer in first and third party data based on customer demographics, behaviors, and intent.
 
Connected TV with a Programmatic Approach
Do you think people are viewing more streaming television these days thanks to Roku, Hulu, Amazon, and other services?

Digital Outdoor Programmatic
In cities all over the world, programmatic adverts can be found on digital outdoor media.

Programmatic Desktop

The oldest type of programmatic advertising, Purchase programmatic advertisements on desktop PCs while users are at home and staring at the screen.

Programmatic Tablet

By device kind, software, operating systems, and even IP address, you can buy programmatic ads on multiple tablets.

Programmatic Mobile

On mobile phones, you can buy programmatic ads based on device kind, software, operating systems, and even IP address.

Advertisers may use machine learning and artificial intelligence to target the right individuals at the right time across several mediums for campaigns utilizing programmatic targeting. Sales, ROAS, leads, and conversions may all be used to segment and optimize audiences.

Algorithms used by AI-enabled computers make ad buying, placement, and optimization quick and easy.

According to Zenith’s ‘Programmatic Marketing Forecasts’ report, programmatic ad spend will reach $98 billion, amounting to 68% of the global digital media ad spend in 2020. (MarTechAdvisor)

How does Programmatic Advertising Buying Work?

Real-time data is used in programmatic ads to choose the optimal online audience(s) for each campaign. We purchase programmatic ad inventory through a DSP or SSP auction. All decisions are based on data collected across various devices and in locations where the target audience is interested.
 
The rate of programmatic advertising sales alternatives has expanded into a number of out of house services, and the rate of programmatic advertising growth has climbed significantly year over year.
programatic advertising by Eddie tech solutions
Rather than buying individual ads from publishers, programmatic advertising allows you to buy and optimize digital campaigns automatically.
 
In discussions, AI optimizations take the place of human decisions. Advertisers and publications benefit from enhanced transparency and efficiency.

According to recent estimates, programmatically sold advertising was worth 106 billion U.S. dollars in 2019. The projections for 2020 say programmatic ad spend will reach 127 billion dollars and further grow by 20 billion by the end of 2021. (Statista)

Programmatic Audience Reach

Using a Digital Signal Processor (DSP)
Advertisers and agencies can resort to a Demand Side Platform (DSP) to buy digital ad inventory.
 
Banner advertising on websites, mobile ads on applications and the mobile web, and in-stream video are all examples of ad inventory.
 
Multiple ad exchanges have DSPs integrated.

Using a Service Provider Protocol (SSP)
A supply-side platform (SSP) or sell-side platform allows web publishers and digital out-of-home (DOOH) media owners to manage their ad space inventory, fill it with ads, and get money.

Evaluating Success with Programmatic Advertising Agencies

Premium Inventory

Access inventory from a variety of sources without the hassle of forming unique agreements.

Targeting Technologies

Limitless targeting/re-targeting formulae ensure that each campaign or project reaches the correct audience. Targeting can be done based on household income, geographic location, job classifications, and a variety of other factors.

Transparency

Keeping all media costs available to the client transparent.

Brand Safety

Through collaborations with respected publishers and exchanges, as well as brand safety monitoring services provided by third parties.

Viewability

To beat industry best practices, including Group policy, ensure that all campaigns are trafficked on behalf of our client-partners.

Unique Cross Channel Programs

Client-focused, with an optimal media mix to outperform KPIs

Programmatic Advertising Buying & Targeting Capabilities

Demographic Targeting

Demographic targeting allows you to target certain persons based on their demographics. Age, gender, income, and a variety of other factors can be used as criterion. You can narrow your audience by using demographic targeting.

Behavioral Targeting

Behavioral targeting is a method of determining which advertising to show based on information acquired about a user’s web browsing history, such as sites visited and searches conducted.

Contextual Targeting

Keywords that are closely linked to the theme of your campaign or ad group are used in contextually targeted advertising.

Mobile Device/Geofencing

Access inventory on every major mobile exchange and marketplace to reach your consumers on the go.

Geo Location

Using latitude and longitude, target users in specific geographic areas around the world.

IP Zone

Targeting in which a website visitor’s geolocation is established by their device’s IP address.

By 2024, the adoption of 5G based adtech is predicted to grow to 1.4 billion! (MarTech)

Programmatic Retargeting

Social

We provide Native news feed, sponsored units, and Tweets, as well as advertising, as part of our social ad offerings. Users can use the same creative assets that they used for display advertisements to develop social ads.

CRM

Create campaigns to programmatically target your CRM contacts.

Lookalike

Using conversions and critical KPIs, create lookalike audiences to target.

Site Visitors

With programmatic retargeting, you can retarget visitors over much more than the Google Display Network. Multiple DSPs can be accessed at the same time.

Search

Using Google AdWords, Bing Ads, other search engines, and content delivery systems, boost performance with keyword development, bid management, landing page selections, analytics, and creative copywriting.

Programmatic advertising Agency capabilities

Programmatic Advertising Agency Capabilities.

A programmatic advertising agency, like the media possibilities it provides, should be continually developing. Programmatic advertising has progressed far beyond conventional display advertising to include digital out-of-home and even connected television.
 
Let’s look at some of the newest methods that brands can use the programmatic network to buy programmatic ads.

Programmatic ad Buying across Media Platforms

Display
Across all devices, serve highly visible ad placements in sync with the content that the target audience is actively focusing on.
 
  • Customers are served targeted placements as contextual overlays by in-image and in-screen advertisements.
  • Reach out to visitors from over 2k quality internet publishers.
  • Users who visited your site but did not convert can be retargeted with advertising that re-engage them with your brand.

Native

To directly encourage user experience, deliver advertising messaging in a content-relevant setting.
 
Standard Banners: Ads that are displayed in a context that is relevant to the user.
 
Brand-relevant content that is conceptually linked to a sponsoring advertiser is referred to as sponsored content.
 
Widgets for Content Recommendation: Sponsored content recommendations, generally at the end of articles, meant to increase advertiser amplification to similar audiences.
 
Content creation: Services are accessible with input and agreement from the client.

Social

Eddie Tech Solutions takes a performance-based, down-funnel strategy to social advertising and targeting, focusing on audience conversion.
Customer audiences can be accessed.
Based on first-party data infusion, Facebook offered programs and look-alikes.
Facebook’s geo-targeting
Additional marketing approaches can be enabled with the help of marketing partners.
  • Optimization of micro-audiences
  • Copy that changes over time
  • Images that are constantly changing
  • Personalized retargeting campaigns

Search

Using Google AdWords, Bing Ads, other search engines, and content delivery systems, boost performance with keyword development, bid management, landing page selections, analytics, and creative copywriting.

Mobile

Customers can use programmatic mobile targeting to target specific elements such as device information, geo signals, ad sizes, and app information.

Video

  • Our clients have an open palette when it comes to producing new and bespoke video executions because of our long-standing ties with leading video inventory providers.
  • Out-Stream Video: Engage target audiences in a seamless user experience using out-stream video. We supply high-impact out-stream video units to our clients through partnerships.
  • In-Stream Videos Capture the TV experience online, reaching out to younger, more savvy audiences and engaging users with high-impact ad sequences.
  • Reach your target audience with highly engaging video ad content in an environment that is consistent with the user experience with native video.

OTT/Connected TV

Put your brand in front of today’s television audiences.
Increase brand exposure among top-tier Smart TV devices and inventory, focusing on certain demographics like:
 
  • Demographics
  • Location
  • Device for Smart TVs
  • Viewership on TV Networks
  • Genre of Television
  • Daylight Savings Time

Digital Out of Home

  • A mobile-tracking, audience-targeting behemoth capable of transforming movement data into usable insights, allowing advertisers to develop engaging, contextually relevant campaigns.
  • Increased reach and the ability to deliver consecutive messaging across many places
  • Targeting: find the right audience depending on demographics, time of day, season, weather, and other factors.
  • Mobile Integration: The platform integrates with mobile re-messaging in a seamless manner.

DOOH Targeting

  •  Proximity – Choose a radius around a point of interest to reach people who are passing through.
  • Behavior – Select screens that are most likely to be seen by users who exhibit particular patterns of behavior.
  •  Location – Run campaigns on screens in specific locations like restaurants, airports, and so on.
  • Zip Code — Focus on a certain neighborhood or postal code.
  • Choose screens based on their creative possibilities, such as audio, video, or static graphics.
  • Day/Week – Run campaigns in multiple spaces at different times to reach the most people.
  • Weather – Target audiences when the weather is likely to have an impact on consumer behavior.

DOOH Inventory Placements

Place-Based: Include a range of forms that are expressly positioned where customers congregate for various reasons.
 
Large Format: Screens that are large enough to be seen from a long distance and are close enough to pedestrians and vehicles to be seen.
 
  • Shopping malls
  • Fitness centers
  • Dining establishments
  • Office Complexes
  • Taxis are available.
  • Airfields
  • Ads on billboards
  • Furniture for the Streets
  • Bus Stations
  • Kiosks
Mock up blank advertising billboard at skytrain station, advertisement concept

Programmatic Advertising Audience Reach

Target Premium Sites and Specific Audiences.

To achieve unprecedented reach, understand important datasets to find new user segments, develop look-alike audiences, retarget existing viewers, and predict what content will engage best.
Precision audience targeting and optimal performance, as well as the ability to increase ad sales products quickly using first-party data.
Benefits
 
  • Advanced targeting and retargeting to reach out to the right people.
  • Capabilities for first-party data ingestion in collaboration with major DMPs.
  • Pricing structure is flexible: there are no campaign minimums and no upfront expenditures.
  • Service level agreements that are aggressive.
  • Platform agnostic to achieve media objectives.

DOOH Targeting

High-Impact Creatives Capture the attention of your audience with high-impact creatives that increase awareness and engagement. Takeovers have the highest viewability, the best CTR, and the longest in view in the industry.
  • Takeovers of video
    Full-length, high-impact video ads with static elements that are always visible.
  • Takeovers that are interactive
    Users can interact with the brand immediately on the page with these one-of-a-kind high-impact creatives.
  • Takeovers in HTML
    New creatives with interactive components and loads of movement that grab viewers’ attention.
  • Takeovers with a Twist
    Changes in takeovers due to the weather or time of day.

Ad Reporting can be based on:

  •  Publisher, Advertiser, Placement, Line Item, Order, Buy Type, Targeting Tactic, Ad Size, Ad, Ad Group, Creative 
  • Device Type. Domain, Operating System, IP Address
  • Geofencing of:  Zip Code, City, Metro, State, Country 
  • Impressions 
  • Social. Display 
  • Search. Keyword 

Programmatic Ad Reporting Measurement

Measurements.
  • Clicks
  • Rate of Click-Through (CTR)
  • Per Thousand Impressions Cost (CPM)
  • Rate of Video Completion (VCR)
  • Per-Action Cost (CPA)
  • Price Per Person (CPP)
  • Completions of video. 25%, 50%, 75%, and 100% are the percentages that can be used.

Programmatic Spend Reporting

  • Budget.
  • Remaining Budget,
  • Pacing
  • % Delivered 
  • Spend
  • Monthly Spend Goal  

Programmatic Goals Reporting

  • Revenue.
  • Click Conversion
  • View Conversion
  • Ticket Revenue 
  • Ticket Sales 
  • Conversions
  • Click Conversions
  • View Conversions
  • Install Conversions 

Programmatic Flight Reporting

  • Start Date. End Date, Days Remaining 
  • Comparison. DoD, WoW, MoM, QoQ, YoY
  • Date Range. Day, Week, Month, Quarter, Year

Customizable, dynamic reporting

  • Weekly wrap-ups including screenshots
  • Post-campaign performance reports
  • Campaign insight reports
  • Detailed reporting is available for enterprise level campaigns

OTT Advertising

Both ad-free SVOD and ad-supported AVOD make up the OTT landscape, with viewers who don’t mind seeing adverts if there is a good value exchange.
OTT Streaming Video Playbook for Advanced Marketers, IAB, December 2019.
 
  • 62% don’t mind viewing advertisements if they aren’t paying for the content.
  • 54% don’t mind commercials as long as they can watch the content they desire.
  • Half of those polled don’t mind commercials if they’re getting a discount.
  • 47% believe advertisements can be useful or pleasant.
  • +304 percent higher engagement rate with big screen OTT streaming video compared to video viewed on desktop or mobile
  • 72% percent of OTT viewers recollect seeing an ad, and 40% of those said they halted the programming to buy or learn more about a product mentioned in an ad.
     
    OTT Streaming Video Playbook for Advanced Marketers, IAB, December 2019.

Choosing a Programmatic Agency

Eddie Tech Solutions is a programmatic advertising agency that provides the finest of the best for your programmatic ad purchases. Our team is made up of marketing experts who have been buying programmatic ads and other forms of media for over a decade!
 
Eddie Tech Solutions is one of the greatest programmatic ad buying businesses you can deal with to boost conversions and minimize CPA. Learn how our team can help your brand or marketing team generate cutting-edge programmatic content.
 
If you’re looking for Programmatic Advertising alternatives, you’ll want to make sure you’re working with professionals who know what they’re doing. Learn how Eddie Tech Solutions can help you make your programmatic ad buying more efficient and effective.

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