Programmatic is no more Problematic

I still remember the time when Programmatic was a buzzword for everyone who was barely knowing the basic constructs of Real Time Bidding etc. Being early joiners of the industry and contributing to continuous technology platforms we always tend to be closer to the technology evolvement, client preference and thus product side enrichments to the market. Programmatic Advertising was always a nightmare for people being part of Digital Advertising yet unaware about the krux of this concept.

Something which runs as a software and provides an automated way for advertising was Programmatic for a large chunk of audiences. However, the ideal differentiator between automating the process of Real Time Bidding to multilayered media selling / buying through the means of technology with an efficient use of Data to enrich the decisioning now can be easily termed as Programmatic Advertising (LoL). I hope this surely describes what's happening when and if someone wants to understand how exactly the Programmatic channels function in order to maintain all those heavy words of transparency, measurement, and viewability.

It's not like other mediums of marketing don't provide these metrics, however the way of Programmatic Advertising platforms are built, they are more biased towards the audience buying and thus creates a holistic view of upper funnel porting the right and relevant audiences to the brands, which can be further classified as engagements or attributions. Programmatic advertising has no barrier of devices and addressability being introduction of Connected TV and DOOH environments now popular mediums of Programmatic transactions and mass audience reach with the appropriate measurements. Even if someone still doesn't have a clear picture of programmatic advertising, and if "Programmatic" still feels like out of reach - wide open for direct interactions over DM.