Will programmatic solutions swallow up online marketing jobs?

Over the past year, the discussion has arisen as to whether online marketers should fear for their jobs if they are taken over by automation processes. Marketing automation and programmatic marketing are currently experiencing such an upswing that this fear is not unfounded. As technical processes advance, many jobs will become redundant, but does this also apply to marketing careers? Will the work of publishers and advertisers be completely taken over by robots and algorithms? The fact is that many online marketers are longing for more efficiency and automation processes are doing just that. The advantages of programmatic solutions for publishers and advertisers are listed here.

More efficiency and lower costs for publishers

What is the strategic advantage offered by programmatic solutions that goes beyond simple process automation? By configuring advertising space for programmatic advertising, publishers have the opportunity to offer ad impressions for auction on a corresponding marketplace. The ad marketplace then conducts the auction among advertisers who are interested in placing an ad. Publishers are thus saved a lot of time that they would otherwise have to waste on reporting and can invest more time in creating interesting content, for example high-quality texts and infographics that appeal to website visitors.

Advertisers' focus on high-quality campaigns

Programmatic marketing opens up a range of possibilities that would not be possible if ad placements were carried out manually. Advertisers can use automated processes to purchase digital media volume without having to negotiate a price in advance. They only pay for the impressions that are relevant to them and that they actually receive. The potential for advertisers lies in creative use. For example, if an advertiser has a campaign and wants to achieve a 75% VTR, a good programmatic marketplace will allow them to target that goal and the system will automatically optimize for that score. Changes to an ad can also be implemented more easily. In this way, better results are achieved with less effort, freeing up more scope for other activities such as creative optimization of the creative using an A/B test or more effective targeting choices.

Conclusion

The fear that automation processes are synonymous with the loss of jobs is completely unfounded. Programmatic advertising and automated processes make it possible to achieve better results with less effort. Online marketers can use the new technology to improve their advertising placement options, as they now have a decisive factor at their disposal: more time. Analysis, optimization and repetitive tasks are automated, allowing marketers to focus on their strengths: Thinking and creating innovation and innovating. It should be clear to everyone involved that no machines will take over media buying and campaign management will run on autopilot. The opposite is true: a good programmatic campaign consists of two important components - excellent technology and important media buyers. The opportunity lies first and foremost in being able to analyze millions of ad impressions and then place different bids. But it is still up to people to develop a strategy for a campaign, especially in a business that is changing as fast as ad tech.

About the Author:

Thanks to his experience as a strategic planning manager and business analyst, the Israeli-born Evania Video He has brought his multi-layered know-how of the online market to Berlin and thus to Evania Video. With his international expertise, he heads the Video Operations team at Evania Video and will also continue to expand the customer base for moving image campaigns and manage demand.