How value-creating is Programmatic?

Free content on the Internet is made possible by advertising. However, non-targeted or intrusive advertising jeopardizes the proper functioning of this model. It also encourages the massive use of adblockers. Programmatic offers solutions to this problem by enabling advertisers to target product or service interested users more precisely. All this happens under precise control of ad repetitions and independently of inventory.

In theory, then, there is no denying the value created by each link in the chain - from the Internet user to the editor to the advertiser. In practice, however, more efforts are needed to achieve a smarter and less intrusive digital and smart advertising ecosystem. The reason is low-performing, standardized targeting algorithms that result in attribution models that favor ad broadcasts to users who have long been persuaded.

The "Programmable Advertising" approach addresses these blocking points by addressing the very principles of advertising theory and putting them back into the heart of the problem: Management of advertising pressure, but above all management of the affinity between a message and the person to whom it is addressed. The goal is to give back to digital advertising the supporting role it should have always had.

It is our job to use Big Data technologies to analyze the impact of an advertising campaign and its capacity to generate incremental value for a brand, using robust, descriptive as well as scientific models such as the permanent AB test. This information is then injected into predictive models to enable buying algorithms to make correct decisions tens of thousands of times per second. Value-added decisions for the brand, the Internet user, and the editor.

Ekaterina Tyurina, Business Development Director DACH at Tradelab, a European Programmatic Media Buying Platform.