In the rapidly evolving world of digital marketing, programmatic advertising is now the dominant strategy for buying and optimizing digital ads. According to reports, 69% of all digital media will use programmatic advertising in 2020, and it’s a crucial aspect of Matrix Internet’s dynamic digital marketing strategy for many clients.
Simply put, programmatic advertising is the use of software to buy digital advertising on publishers’ websites, relying on AI-powered algorithms to determine how your budget will be spent on a highly targeted campaign. This has finally sidestepped the hit and miss nature of traditional speculative advertising, leading to extremely efficient and effective targeting, and deeper insights into user behavior.
Of course, it’s not as simple as just letting the algorithms take over, as success depends on human investment and expertise. Our marketing team will devise a strategy based on thorough research into target audiences and KPIs, as well as deciding on a whitelist or blacklist approach to specific sites. We have developed a three-tier complementary approach that encompasses a media buying strategy, the optimization of this strategy, and detailed thorough analysis.
We use sMarketing Clouds advanced pixel and floodlight tracking to track users’ on-screen behaviour based on them simply viewing an ad, rather than clicking or visiting your website, as well as gaining a detailed insight into conversions, sales and leads. This alignment of powerful AI software and marketing expertise guarantees that programmatic advertising and media buying will be an essential pillar of Matrix’s future marketing strategies.