Programmatic advertising has always been a cornerstone upon which successful digital marketing is built — but that doesn’t make it easy. At Captivate, we utilize our years of experience in order to disrupt the automated space, connecting people and technology by blending strategy, insight, and efficiency.
Imagine the ability to advertise cheeseburgers strictly to hungry people in Iowa around lunchtime. You’d probably get good results, right? That’s our goal with programmatic advertising. It’s the use of algorithms to buy ad space based on real-time bidding scenarios for the most appropriate target audience.
No one wants to be lost in the mix. One of the most important factors in successful marketing is ensuring people experience your ad at the correct moment. At Captivate, our experts know how to harness programmatic advertising effectively in order to strategically target audiences at the right place and right time.
The industry’s mentality is to “set it and forget it.” We disagree with that, and believe you deserve more than being forgotten. It’s our priority to support programmatic ad campaigns with human intelligence and consistent oversight.
Collect target audience data and insights on consumer buying patterns.
Translate data into strategy, ad creative, and algorithms.
Apply algorithms to real-time buying scenarios.
Track campaign metrics, KPIs, and clickthrough rate.
Continuously enhance campaigns across platforms using up-to-date data points.
Algorithms based on artificial intelligence and machine learning analyze audience behavior across display network sites. In turn, digital marketers learn ways to effectively target ad campaigns towards their target audience.
In greater detail, programmatic advertising utilizes supply-side platforms (SSPs), demand-side platforms (DSPs), and data management platforms (DMPs). DMPs gather and analyze data to help advertisers understand target audiences, while DSPs directly facilitate the process of buying ad inventory through an open market. SSPs examine publishers and site owners who provide ad placements, and the data surrounding their audience’s behaviors.
The ultimate platform in ad efficiency, programmatic advertising severely minimizes delay in generating results. This high agility allows advertisers to quickly gain the information needed to analyze data and optimize performance.
Programmatic advertising gains power through delivery. Due to unknown factors about your business or brand, we can’t definitively say programmatic ads work better than display or search ads. What we can say is that programmatic ads offer capabilities that go beyond display and search.
Programmatic AI continuously segments traffic into specific messaging groups to further optimize ad relevance. We actualize insights and efficiencies by layering your brand’s first-party audience data and continuously optimizing ads with your goals in mind.
Programmatic ad campaigns only prove effective when they deliver measurable ROI. Our programmatic advertising services deliver results and provide a deep dive into ad performance. Thanks to our transparency, our clients fully understand how and where our efforts make a positive contribution to their advertising investment.