To help set the record straight, here are the top four myths about programmatic marketing – and the truth behind them
PHARMA

What's the Truth About Programmatic Marketing?

January 15, 2021
Chris Neuner

Programmatic advertising has made an enormous impact on the marketing world.

Over the years, PulsePoint has been at the forefront of programmatic marketing for healthcare brands. Using our platform, marketers can efficiently and effectively reach hyper-targeted audiences with the right message, at the right time, across the digital landscape.

While marketers across industries continue to increasingly adopt a programmatic approach, there are still many misconceptions and gray areas when it comes to the topic. To help set the record straight, here are the top four myths about programmatic marketing — and the truth behind them.

Myth #1: Programmatic only uses remnant inventory.

Programmatic advertising is changing the way clients work and access their audiences. It is believed that programmatic only uses remnant inventory, but it is just that, a belief. The truth is, that with the introduction of advanced bidding techniques, advertisers can now select impressions at the highest priority. In other words, the traditional and complex process of reserving premium ad inventory is no longer preeminent. 

Such revelation not only allows marketers to secure premium inventory in advance, it also lets publishers optimize their revenue by choosing the best price available for an impression. For instance, if programmatic offers a higher CPM than a direct sale, the publisher’s ad server can choose to monetize through this platform instead. This form of programmatic implementation saves time, improves efficiency, and extends reach without increasing spend.

Myth #2: Programmatic and real-time bidding (RTB) are the same.

It is often assumed that programmatic and RTB are the same thing, but that is not the case. Programmatic is the automated buying of ad space, while real-time bidding is a type of programmatic buying that is facilitated by a real-time bidding auction. It is here that advertisers compete for an impression or premium ad space with automated bids, buying and selling impressions in real-time. The bidder who offers the most wins the auction and gains immediate access to placement on that particular webpage. 

RTB is also recognized for its automated bidding platform, which allows publishers to increase the value and price of their ad space, as well as assists advertisers in showing efficient ads to the intended audience, reducing unmonetized impressions. Meanwhile, programmatic automates certain tasks in the ad buying process, allowing ad buyers to conduct analyses and enact strategies accordingly. Therefore, it can be said that RTB is a subset of programmatic, but it is not the same thing.

Myth #3: Programmatic only consists of display and video.

It used to be that programmatic advertising only involved video and display, but with the rise in technological advancement comes evolution. Today, programmatic inventory consists of more ad formats than ever before and will eventually include everything that can be digitized. One recent advancement in the space is Connected TV – a technology that reaches audiences through OTT and audio streaming platforms like Spotify and Pandora, providing rich sources of inventory. It is safe to say that we have reached a stage where advertisers are bidding for multi-format and multi-device ad inventory, including space on digital billboards, audio platforms, and wearable displays. The future of programmatic has a lot to offer and it has only just begun. 

Myth #4: Machines do all of the work.

Automated platforms help bring data to life, but their performance wouldn’t be complete without human intuition; no matter how advanced technology becomes, programmatic is worthless without the skills and management of humans. In digital marketing, the human element is crucial to building strategies, optimizing ad campaigns, and thoughtful execution. Humans thrive on innovation, so we must work alongside automation, AI, and machine learning tools to reach our greatest efficiency, better the quality of life, and produce more profitable business models. That’s where we can use programmatic to our advantage. By corresponding ads with quality ad-space, programmatic bears the hard work and leaves humans with the creative, rewarding, and engaging tasks. 

PulsePoint’s programmatic ad platform allows healthcare brands quickly and effectively deploy their marketing campaigns to hyper-targeted audiences — delivering the right message, at the right time, across the digital landscape. Schedule your demo to get started.


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