Best Practices of Programmatic Advertising: A Narrative Analysis Bajaj Radheshyam Research Scholar, Aligarh Muslim University, Nasheman Building Opposite Sulaiman Hall, Anoop Shahar Road Aligarh, Aligarh–202002, Uttar Pradesh, India Email id: radhey@sibinfotech.com
Online Published on 20 January, 2024. Abstract Purpose This study presents the theoretical and conceptual foundation for programmatic advertising (PA) and explores how PA, as a key tool, can assist advertisers and agencies in developing effective digital advertising strategies. Methodology The study employs a conceptual framework—a visual representation of expected relationships and connections between various concepts, drawn from the theoretical framework. Findings The application of PA typically begins with a customer’s explicit request for a product or service. PA helps us understand how many online portals our customers visited during a given time period. Research Limitations/Implications The primary challenge to advanced marketing is self-delusion. Agencies and clients often focus on attracting the right number of users and making appropriate ad choices, rendering ad testing unnecessary. Practical Implications In the current landscape, where marketing and spending have become more relevant and dependable, the automation of digital advertising, particularly through the effective implementation of programmatic advertising, plays a crucial role in supporting online marketing growth. Originality/Value Digital advertising automation serves as a crucial tool for enabling processes that are more efficient and effective than manual methods. The transformation of early advertising observation processes has contributed to the gradual decline of traditional advertising methods, leading to decreased profit margins and increased costs for advertising companies. In response, enterprises have innovated within the advertising industry. Top Keywords Real-time bidding, Digital marketing tactics, Programmatic advertising, Online advertising market. Top |