Correct execution of programmatic advertising allows companies to only show their ads to an audience for which their products and services are relevant. This is a cornerstone of Pull Marketing, wherein marketing communications is targeted towards individuals who have expressed interest in your products/services. Programmatic allows you to target these individuals, but also those who are likely to be similarly interested in your offering. For optimal results, the ad management needs to be continuously updated to ensure that your targeting is consistent with your clients’ purchasing patterns.

Narrowing down the target market of your marketing communications will greatly improve the campaigns’ conversion rate, as well as being more financially efficient. Manual targeting might allow advertisers to show their ads for a select number of websites at specific times. On the other hand, programmatic advertising allows for a more true people-based marketing, as more factors can be accounted for. Combine this with real-time bidding and it is hard to argue for a non-programmatic approach in one’s online advertising.

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