Automation is growing rapidly and can be considered for use in all areas, wherever possible, to streamline and facilitate many processes. This is also the case with online advertising. Automated advertising effectively uses user data to tailor the content so that it is displayed to their preferences. This happens in real-time. How is this possible? Automated advertising refers to advertising messages and content displayed under the supervision of a system that adapts them to customer preferences and behaviours. It is responsible for overseeing ad buying and selling transactions in real-time. This way, advertising content more effectively reaches audiences interested in specific services or products. Displaying a single ad to a large number of recipients can have a beneficial effect on conversion. In the case of automated ads, they reach a narrower audience, but one that is definitely more likely to buy. This, in turn, translates into a higher ROI. Such adverts and the whole process is handled by automated systems. There are special advertising platforms to automate the control of ad buying and campaign management. Among these are:

• DSP platforms – allow the purchase of advertising space through ad exchanges
• SSP platforms – offer advertising space to marketers and advertisers
• DMP platforms – help acquire and manage user data

Automated advertising reaches potential customers

Collecting, analysing, comparing and finally matching ads by platforms is done automatically and in real-time. The entire process allows for a very precise assessment of the value of the user and the assignment of a specific ad to them. This significantly minimises the risk of providing recipients with content that does not interest them or, in their case, is ineffective. The greatest advantage the precision with which the advertising content matched to the behaviour and preferences of the specific user. This, in turn, translates to more interested potential clients. There is a good chance that the ad will attract their attention; they will click on it, redirected to a landing page and ultimately decide to make a purchase.

Reducing advertising expenditure

Automated advertising promotes budget optimisation. Companies determine media formats and types, as well as advertising channels, and focus their resources on these. The real-time statistics they receive in connection with automated advertising are of great value. However, These allow them to analyse the results and react immediately, implementing changes to improve them. Automation is also a form of streamlining for the company, which can minimise expenses in the area of advertising activities related to employing a person responsible for the entire process.

Automated video advertising is increasingly effective

According to a CISCO report, more than 80% of internet traffic in 2022 expected to come from video. Programmatic advertising in this form is gaining a growing audience willing to trust a company and opt for its products or offerings. Video advertising is dynamic, and through it, we are able to convey more information in an original way in a short period. Moreover, its perceived as more interesting than a static image. To make it even more effective, it is worth carefully considering its unique form and the consistency of the entire video campaign, which can be handled by RTBHouse, among others. Also, Combining interesting creations with the automation of ad displays increases their effectiveness and allows for even better and faster results. In conclusion, Automated advertising is about precision and making your content more effective where it has the best chance of success. It is an excellent way to improve the effectiveness of your marketing efforts and optimise your advertising spending.