Integrating Programmatic Advertising

Integrating Programmatic Advertising

Integrating Programmatic Advertising: An Essential Move for Your Business

As a growing business—whether a startup, small business, or e-commerce—you’ve likely ventured into the realms of paid search and social media advertising. Both of these platforms offer clear benefits—you can promote your product while people are searching for it and drive high engagement with your targeted audience using the extensive proprietary data from these platforms. However, as your brand expands, so should your marketing channels. Integrating programmatic advertising into your current marketing mix can drive greater campaign success and meet your growth requirements.

Paid search and social advertising might become less efficient as the cost and complexity of these channels rise. That’s where integrating programmatic advertising comes in. Programmatic advertising refers to the automated process of buying digital ad inventory based on the targeting criteria set by you, the advertiser. This can encompass display ads, video ads, or native ads.

Integrating Programmatic Advertising: Exploring the Benefits

With programmatic advertising, you gain access to unique inventory across the entire internet from the largest publishers beyond the so-called ‘Walled Gardens’ (Google, Facebook, Amazon, etc.). This method enables you to reach a high frequency at a potentially lower cost, and it allows you to adjust prices based on your objectives and targeting parameters.

An additional benefit of integrating programmatic advertising is the multiple targeting options it provides, using either first-party data or third-party data providers. It also offers a wider range of ad formats, from standard display banners to native, video, and audio creatives.

Three Strategies for Integrating Programmatic Advertising Successfully

One strategy to drive greater campaign success is to pair paid search with programmatic ads. This combination allows you to focus on people actively searching for your brand, while programmatic campaigns concentrate on those who may not be actively searching but have shown interest in your brand, thereby increasing brand awareness.

  1. Optimize Landing Pages: Consider creating informative content like blogs, white papers, explainer videos, or demos on your landing pages for your programmatic ads. This strategy can build retargeting audiences and identify a potential converting audience early on.

  2. Use Paid Search Learning to Develop a Successful Programmatic Strategy: Leverage the valuable data you gain from paid search ads. Use geographical data from your converting paid search and social campaigns to create bespoke geofencing placements via programmatic ads, increasing conversions significantly.

  3. Smart Measurement: Evaluate the effectiveness of integrating programmatic advertising by measuring the increase in organic search and direct traffic leading to conversions.

In conclusion, integrating programmatic advertising can bridge gaps that paid search and social ads alone can’t fill. To elevate your business’s marketing and leverage data to its maximum potential, programmatic advertising offers an effective, budget-friendly solution. Check out for more info on how to get started with programmatic advertising!”

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