Why Programmatic Advertising Is Critical in Targeting the Right Audience

By Marianne Chrisos - Published on April 23, 2019
programmatic Advertising

Targeted marketing is the key to effective outreach. Even if you have a great product or service, it’s not right for 100% of people 100% of the time. Connecting with the people who are most likely to benefit or be interested in how to truly capture interest and drive engagement.

Programmatic advertising is instrumental in getting digital ads in front of the audiences most likely to want or need what the advertisement is promoting. It’s defined by GeospatialWorld as the software that enables you to “target a specific category of audience. Here the segments can range across demographics such as gender, age, social status, to geographic in certain areas of the country. Along with this, with ‘paid search’ one can also control the ads to a specific time of the day or monitor the frequency. You can decide which publishers you want your ads to show on. By doing this, you are only paying for highly effective ads, delivered to the right people at the right time…programmatic advertising is the algorithmic purchase and sale of advertising space in real time.”

Why programmatic advertising is essential in targeted campaigns

Here’s how programmatic advertising can get your message in front of the right audiences.

Audience targeting

Programmatic advertising allows you to display as to people based on specific data, like gender, age, or location, as well as browsing behavior and interests. individuals, targeting users based on specific demographic data, behaviors or interests. Data management platforms help marketers collect, store, and distribute the information needed to target these audiences on their computers and mobile devices. It’s a more exact form of marketing that is helping businesses everywhere.

Contextual targeting

This programmatic targeting method looks for display publishers that focus on the kind of content that is often consumed by your target market. This is primarily driven by captured user behavior or interests based on things like browsing and purchases. This targeting can get very specific; for example, by breaking audience segments down into people who are interested in sports vs. people who are interested in football specifically.

Website and app targeting

If you know which specific websites or apps you want to advertise on, programmatic advertising can help you there too. This is a useful tool for most digital campaigns and can easily be combined with other programmatic methods, like audience targeting. This allows you to target specific sites as well as specific audiences.


Retargeting is when ads are used to reengage with customers who have already expressed some level of engagement or interest through visiting your site or having previously purchased from your website. Retargeting helps to keep your brand top of mind for customers and encourage them to revisit your site and take action, such as completing a transaction. If you’ve ever visited a website and then seen ads for the same site on news sites you’ve visited and in your social media feed, you’ve been retargeted by programmatic advertising.


If you’re looking to target customers based on the area they are in at any given time, geofencing programmatic advertising is available. You create a boundary and if a customer enters that boundary – according to GPS data – your ad will appear on their mobile device or other enabled device. This is great for businesses who want to drum up a local business or need to advertise to customers only in a specific location – like the airport, for instance.

Programmatic advertising software companies can help your company find the right audiences and deliver your message to them to help increase brand awareness and engagement. You work hard on your marketing campaigns and programmatic ads help make sure that your work doesn’t go unseen and instead can really make an impact.

Marianne Chrisos | Born in Salem, Massachusetts, growing up outside of Chicago, Illinois, and currently living near Dallas, Texas, Marianne is a content writer at a company near Dallas and contributing writer around the internet. She earned her master's degree in Writing and Publishing from DePaul University in Chicago and has worked in publishing, advertising, digital marketing, and content strategy.

Marianne Chrisos | Born in Salem, Massachusetts, growing up outside of Chicago, Illinois, and currently living near Dallas, Texas, Marianne is a content writer at a c...

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