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Programmatic Advertisement: What Is It and Its Types

woman watching video ad on mobile



Programmatic advertisement is becoming a widely used advertising strategy. It aims to ensure ads are triggered efficiently and effectively with the help of advanced technology, such as custom code or data-driven algorithms while reducing the need for manual ad operations. For example, where one would once have to set up a banner on their website or media owner to serve advertisements, programmatic ads can now trigger automatically for each new viewer that visits an advertiser's website.


Programmatic advertising typically consists of gathering information (i.e., data), filtering data, and using an algorithm to target audiences with specific criteria (i.e., user attributes, app type, etc.).


Types of programmatic advertising


There are several types of program advertising available. These include:


Audio ads


Audio ads are produced by software and are audio only. These ads are played in response to user actions, such as the visit to a website, the use of an app, or the selection of a search result. This type of advertising is ideal for audiences interested in hearing relevant ads.


TV ads


TV ads are produced by a TV station or production studio and are video based. These ads are played in response to some user actions, such as clicking on a TV guide, phone call, or live stream. They can be triggered by user action, such as watching an ad break or an advertisement before the show starts (pre-roll).


OTT ads


Over-the-top (OTT) ads are a type of programmatic ad used for video streaming. These are produced automatically by computers. These ads are played in response to some user actions, such as clicking on the "play" button on a video in a streaming app. The OTT ads can be clickable hence providing deeper analytics about the viewer. The advertiser can target these ads to users based on their personal attributes, such as demographics and ad preferences.


Display Ads


Generally, ads are displayed through a browser on dedicated ad servers or as part of a website's content. These ads can be static like banners or can be animated like GIFs. One advantage of display ads is they allow advertisers to track the number of times users have displayed and clicked on an ad.


Email ads


Email ads are produced manually by the advertiser and are email-based. These consist of text-based advertisements that send reminders, purchase offers, and other information. A company can create a static or dynamic email template to send these emails. The email templates are made up of HTML and images used in the advertisement.


Programmatic advertising allows ads to be placed accurately and efficiently. The process of programmatic advertising is what drives the reach of the advertisements and can be done in real-time. The process is based on computers learning to target advertisements based on user attributes for an advertiser to reach the right audience at the right time. Contact Hirise Digital for programmatic advertising solutions and services today!

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Location: Delray Beach, FL, USA

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