Programmatic Colombo 2020 a huge success
Programmatic Colombo, the first event of its kind was successfully held in Sri Lanka, organisedby Adstudio.Cloud, on the 16th of September 2020, at the Kingsbury Hotel Colombo.
Though it was originally planned to accommodate only 100 participants in terms of brand marketers, publishers and agencies;there were over 300 requestsand Adstudio.Cloud successfully extended the capacity for 200 participants. The guest speaker Matt Prohaska, ex programmatic director at New York Times, shared his 26 years of experience in the realm of digital media and advertising technology to raise awareness and to educatethe marketing fraternity in light of Programmatic Advertising. Programmatic Advertising Defined. Advertising has always been about connecting with the customers and with technology it has evolved vastly over the past few years, to the point where advertisements display targeting its viewers, programmatically. However, it will not stop there. Programmatic advertising technology itself is ever evolving. Currently in the US, more than 83% of digital advertising takes place programmatically and in India it is close to 30%.
Programmatic advertisingis the automation of data-informed buying, selling, and/ or delivery method for many types of digital advertising . It is a Data-driven targeted advertising mechanism which provides tangible benefits to enhance the overall campaign performance. Focusing on the Demand Side Platform (DSP) or buyers’/ brands’ side of programmatic advertising, there are 5 stages for programmatic buying. First, the brands need to determine the objectives, then they need to build strategies, pick their targets, activate, and then optimize their campaigns.
On the Supplier Side Platform (SSP) or the publisher side, programmatic advertising provides the opportunity for them to offer their ad-inventory to multiple advertisers, thus increasing the revenue generation for the publishers.