How Does Programmatic Advertising Work ?
Advertiser “Cali Surf Co.” wants to sell more surfboards, so they hire a programmatic advertising company (AdIQ). AdIQ is able to identify customers through the use of both online and offline data, such as demographics, geography, interests, purchase behaviors, time of day, weather, and device.
For “Cali Surf Co.” these customers consist of :
People who live or work within a 15 mile radius from the beach
People who have previously purchased a surfboard
People who frequently use the internet to check the status of their local surf conditions
People who consume surfing content across multiple devices
People who are in-market to purchase a surfboard
Real Time Data
AdIQ then uses real-time data to identify the best online audience for the campaign and buys digital ad inventory through an auction with real-time bidding. Allowing “Cali Surf Co.” to serve their message, to the right person, at the right time, at a much lower cost.