Google and Kellogg Leveraging the Power of Programmatic Ads To Boost Online Campaigns — This Company Says Its Been in the Sector for a Long Time

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The following post was written and/or published as a collaboration between Benzinga’s in-house sponsored content team and a financial partner of Benzinga.

Advertising has come a long way, from nailed posters on trees to digital campaigns. In a world with more than 4 billion internet users, the web has become the largest marketplace for businesses to reach out to more potential customers. 

In October 1994, the advertising world transformed. It all began with a small banner on the website hotwired.com, now Wired magazine, bearing the words, “Have you ever clicked your mouse right here? You will.” That message introduced the world to a new form of advertisements — online banner ads.

In the earlier days, online ads were sold more like the way magazine ads are sold. A salesperson would reach an agreement with a client to place a banner on a website for a specific period of time, meaning the ad would be displayed to every person who visits the website. Even though this sounds great, it also created a disadvantage. Displaying the ad to every website visitor meant ads targeting a specific age group would end up getting viewed by people outside the desired age group.

Some years later, a modern way of advertising, which also happens to be a solution to banner ads, was introduced — programmatic advertising. As the demand for programmatic ads leaps, more companies are entering the space to offer solutions to clients. One of the companies that has been in the digital marketing space for a long time is Mobiquity Technologies Inc. MOBQ.

What is Programmatic Advertising?

Programmatic advertising is the use of artificial intelligence and machine learning programs in buying digital advertising space in real-time. Unlike traditional methods, programmatic ad buying eliminates the process of going through a salesperson and human negotiations.

A greater advantage that comes with programmatic ad buying is efficiency. Before this new process, salespeople sold ads, which made ad-buying expensive and unreliable. Programmatic ad buying promises to make ad buying cheaper and more effective by replacing human salespeople with machines, which do not get sick or tired.

Programmatic Ads and a Company Example

Mobiquity is a digital advertising and data intelligence company that has been on the scene since 1998. The company has 2 subsidiaries, Advangelists LLC and Mobiquity Networks Inc., that offer programmatic marketing technology and trade desk services — a cloud-based platform that allows ad buyers to create and manage digital ad campaigns across different devices and formats.

The Advangelists unit is a platform-as-a-service (PaaS) programmatic media buying technology that contains all programmatic and tech tools such as audience targeting, a data management platform, and ad fraud detection to meet all the needs of digital programmatic advertisers. The platform also uses machine learning and artificial intelligence to help optimize the success of the campaign.

By bringing all these features together, Advangelists says it removes the complexity of buying digital ads using programmatic systems that require many service providers. Most of the time the data between the service providers is inconsistent and this delays performance. Mobiquity claims that with Advangelists, clients can serve ads to more than 300 million mobile phones and reach over 75% of U.S. households as they are watched on over-the-top and connected TV devices.

The Mobiquity Networks subsidiary is a data intelligence company that provides  various data sets to advertisers, marketers, and researchers to reach their target audience. Mobiquity Networks states that it has tools that can measure the success of an ad campaign and also offers a detailed customer insight report that could lead to more revenue.

Programmatic Ads Market

Businesses may be flocking to programmatic ads because of reportedly significant potential over some other systems. In 2014, Google, LLC, owned by Alphabet Inc. GOOGL, started using programmatic advertising to promote its Google Search App, and the results were significant. The campaign reduced the cost-per-thousand impression (CPM) by 30% and reached 30% more people.

The Kellogg Co. K also began using programmatic ads in 2014 when it wanted to use digital ads to increase offline sales. With programmatic advertising, the company brand improved viewability by more than 70% and improved targeting by more than double.

Programmatic ads seem to be quickly becoming a star strategy with businesses spending billions of dollars each year. In 2020, the industry was worth more than $120 billion, and the figure is expected to reach $155 billion in 2021, according to Statistica.

The preceding post was written and/or published as a collaboration between Benzinga’s in-house sponsored content team and a financial partner of Benzinga. Although the piece is not and should not be construed as editorial content, the sponsored content team works to ensure that any and all information contained within is true and accurate to the best of their knowledge and research. This content is for informational purposes only and not intended to be investing advice.