Programmatic Advertising & Geofencing
Target people, not pages.
While the Google Display Network uses primarily contextual targeting for its ad placements, programmatic allows you to place ads with much better behavioral or demographic targeting. Basically, instead of focusing on the site where you want to place your ad, you focus on the target audience you want to hit, no matter what sites or apps they choose to go to. This is usually a more effective version of targeting, but you tend to pay more per impression as well.
If we’re targeting people, not pages, we should know how our people behave and make decisions in order to make those ads truly effective, right? (This is the part where you agree.) Together, we’ll explore various targeting options that align with consumer behavior and promote your offerings to the right people. Bulls eye.
Leverage first-party data to find new audiences that look and act like your current audience.
Target different audiences based on a variety of demonstrated behaviors, such as intent or interest.
Use a set of keywords to serve relevant ads based on the content displayed.
Target different audiences based on a variety of demographic factors, including age, gender, household income, and more.
Offers inventory to a select number of advertisers in an invitation-only marketplace for premium publishers.
Custom Site List / White List
Serve ads only against pre-selected sites for greater control over brand safety, but with limited scale.
This is done through the same Demand Side Platform (or DSP) as programmatic advertising, but focuses instead on hitting very granular locations, instead of a city as a whole. With geofencing, you’re able to target an individual home, or even a conference as its being held.
There are 3 main channels we use for remarketing: Google, Facebook, and Programmatic. All of these involve placing pixels on the website to pick up visiting user data, then showing them ads on the respective platforms in regards to where they’re currently at in the funnel. We filter out users who have already converted.
Programmatic Advertising & Geofencing FAQs
What is geofencing used for?
Advertisers have the ability to use geofencing technology to offer users special promotions in a given area. For example, a restaurant owner might set a geofence around their locations to let people know about their current dinner specials. Geofencing can also be used to target users at events, conferences, universities and more.
What is geofencing?
By definition, geofencing is the use of GPS or RFID technology to create a virtual geographic boundary, enabling software to trigger a response when a mobile device enters or leaves a specific area.
What are the advantages of programmatic advertising?
There are many benefits to using programmatic advertising for your digital efforts. Programmatic helps advertisers make data-driven decisions to help accomplish their marketing efforts. Below are just a few advantages to using programmatic:
- Better targeting – select from data segments relevant to your users
- Streamline campaign management – use one platform to reach users across different channels
- Transparency & control – know exactly which sites your ads are appearing on
- Real-time measurement – analyze and adjust creative, campaign, and overall targeting on the fly
Audience reach – there are roughly 3 billion people using the internet worldwide
How is programmatic purchased?
Most programmatic advertising is purchased on a cost per thousand (CPM) basis.
What is programmatic advertising?
Programmatic ad buying refers to the use of software to buy digital advertising space. Compared to a more traditional method of buying digital advertising, which includes gathering rate cards, negotiating with a salesperson, and sending over a contract, programmatic uses machines to do all the work for you. Programmatic software and platforms ensure the buying process is streamlined, more efficient, and cheaper for advertisers.