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RESEARCH, ANALYSIS & TRENDS
What’s really the adding value of programmatic
Providing content on the Internet free of charge is made The "programmable advertising" approach tackles
possible by advertising. However, not targeted or these blocking issues by addressing the very principles
obtrusive advertising endangers the proper functioning of the advertising theory, namely managing the
of this model. Rather, it favors the massive use of advertising pressure, but above all managing the
adblockers. affinity between a message and the person it is meant
for. The goal is to give digital advertising back its
Programmatic provides solutions to this problem by supportive role that it always should have.
enabling advertisers to target product or service
interested users more accurately. All this happens under It is nowadays simply our job to use big data
scrutiny of repeats and regardless of inventory. In other technologies to capture the impact of an advertising
words, the added value of each link in the chain - from campaign and its capacity to generate the incremental
the Internet user to the editor and the advertiser - cannot value of a brand, using robust, descriptive and scientific
be denied. However, further efforts are needed in models such as the permanent AB test. This
practice to achieve an intelligent and less intrusive digital information is then injected into predictive models to
and smart advertising ecosystem. The reason for this is allow purchase algorithms to make correct decisions
the lack of high-performance, standardized targeting tens of thousands of times per second. Creating value
algorithms that result in attribution models that favor for the brand, the internet user and the editor. ◊
advertising on users that are convinced already.
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10 August 2019 - Predictive Algorithms, Programmatic & Native Ads