Benefits of Programmatic Advertising for Brands and Advertisers!

The benefits usually listed for programmatic — speed, targeting, cost efficiency, transparency — are real, but they are consequences rather than features. They follow from one thing: the buying decision is made per impression rather than per insertion order.

That is why targeting improves, why waste falls, and why a campaign can be changed on a Tuesday afternoon instead of a fortnight later. It is also why transparency becomes a question you have to ask rather than a benefit you receive — per-impression buying produces a fee stack, and the useful version of this conversation is which fees, disclosed how.

How each buying route works is covered in types of programmatic advertising. What to demand on fees is question fourteen of ThumbAd's published due-diligence standard.

ThumbAd is an independent programmatic trading desk in Oslo, trading on The Trade Desk across Europe, Africa, North America and Latin America since 2012, with betting and gaming at the core.