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Programmatic Advertising at Goldbach
Programmatic advertising has proven itself for years in the online sector and is now conquering younger digital moving image media. Its use ranges from advanced TV, to online video, to public spaces with programmatic out-of-home. The biggest advantage is that the budget can be used efficiently and transparently. In the following, we would like to take you on a short journey through our world of programmatic moving image advertising.
Programmatic advertising is the automated buying and selling of digital advertising space. To be more precise, it is about the automated and ideally data-driven targeting of advertising media contact opportunities.
Programmatic advertising enables a high degree of flexibility, efficiency and minimizes wastage. The relevance of the message increases and the individual campaign success can be increased as a result. These effects can be maximized through the intelligent use of data.
The advantages of Programmatic Advertising at a glance
- Programmatic advertising enables continuous market processing. Campaigns no longer have a start and end date, but the advertising pressure is controlled and optimized as needed. Users can thus be guided individually through the customer journey in the sense of 1:1 marketing, and campaigns can be continuously optimized by means of A/B testing.
- Probably one of the most central differences between classic media planning and programmatic advertising is that the measurement and evaluation of advertising measures can be carried out almost entirely by the customer or the agency. This enables, at least in theory, the measurement and evaluation of individual ad impressions according to customer-specific KPIs.
- The use of data not only makes it possible to avoid wastage, but also to individualize communication with the user. Technologies such as Dynamic Creative Optimization (DCO) make it possible to automatically adapt the creation to the respective user and thus make advertising more relevant and useful.
Frank Möbius, Managing Director Goldbach Germany, explains:
"Almost our entire inventory can be booked programmatically. This is also our USP: We are innovation drivers and always very open to new technologies in all areas. Our ambition is to drive new projects forward and create alternatives where large, established players often hesitate because the traditional business model still works quite well. But we explicitly like to focus on new topics and technologies."