3 Super Tips To Optimize Your Programmatic Advertising Campaign


You’ve already read about the many benefits of programmatic advertising. You’ve heard all the success stories and now you’re excited to start a programmatic campaign of your own. You know that there are thousand of things you can do to make your performance even better but… what exactly are they? How are they going to help your campaign?

Here are 3 super tips we’ve selected for you that we know for a fact will transform your programmatic experience:

Make the most of your geo-targeting

Geo-targeting - targeting based on location - is a powerful tool in programmatic advertising to help you locate the right people for your advertising message. You might think (out of habit from the traditional online advertising) that geo-targeting is related only to naming which countries interest you. Not at all. In programmatic buying you can drill down into specifics and achieve a new level of precise targeting. You can select a country and then keep exploring further - regions, cities, even neighborhoods.

Why do it? Because each geographical location has its own particular features that should be taken into account. People in Southern France will be interested in one particular thing, those at the North will react better to a different style of ad. Think about the famous East London vs West London, Madrid vs Barcelona, etc. Now tailor your strategies to reflect the particular tastes of the people in those places and see the difference this will bring to your performance.


Use different strategies for the different times of the day

Nothing reflects better our dynamic lives than the digital space. The same way we are more busy with work during the day, or enjoy relaxing time with friends after dinner, our internet behaviour is more concentrated during a certain time period and less so during another. Put that into a wider perspective and you’ll see that the digital market is even more dynamic than you thought. There is more traffic in the different hours of the day, which in advertising terms means more competition and higher bids.

Adjusting your strategy to respond to these particularities is not only possible, it is highly advisable. Set your bid to be flexible, to buy cheaper when there is no rush hour, to be more aggressive when there is more traffic. By refining your buying strategy in this way you’ll build your campaign to be more reflective, accurate and relevant to the real-time market demand.

Take into account recency

Here we talk about retargeting - bringing back those who have showed interest in your offer. The important thing for you as advertiser is to capture their interest again, make sure you don’t lose the promising trail they’ve left. The recency - the time lap since their last visit on your website - is crucial to make your retargeting campaign produce the results you’re aiming for. Here is why - some have shown interest in your offer 2 hours ago, while some 5 days ago.

Knowing this, should you use the same strategy for both types? Our advice is - no. Again, be more flexible, now with programmatic advertising you can. Set your strategy for those with shorter recency (2 hours) to be more aggressive, more engaging, and balance out for those with longer recency - spread out your message to capture their interest again. The more refined campaign, the better the result.



Email is Not Dead


Email remains a powerful tool in the marketing mix. Email campaigns might be basic weapons but no one can deny they are popular, simple and useful way to connect with your target audiences. They remain an integral part of any marketing strategy when it comes to communicating company culture, products, insights, promotions and everything else.

So here it is, email is still not dead. On the contrary, it is evolving. Marketers will be happy to discover that this tool is further developing and is opening new opportunities for them. There are already automated solutions for creating email campaigns in a faster, better and larger scale. You can now plan more complex campaigns and get better reports on your target consumers interests. Imagine now if you could link these insights into your advertising campaigns, and the reverse: use the advertising campaigns insights to improve your email campaigns. Wouldn’t that be something else? Email automation is headed exactly in this way.

Thanks to programmatic advertising technologies (to learn more about programmatic advertising click here) which utilize Artificial Intelligence and Machine Learning algorithms, the connection between emails and ad campaigns is now possible. With their help you can make your emails and advertising campaigns communicate.

On one hand, this means that all information you get from your advertising efforts will be available for you to use for your email campaigns. For example, you're a travel agency and you've had several ad campaigns to promote your travel offers (each with different place and pricing). You've had a user that has clicked on an ad from one of those campaigns. Now you can use this information when preparing your newsletters and send the user an email about the type of offer he was interested in.

One the other hand, there’s the email activity data that you'll be able to channel in your advertising efforts. So next time a user opens one of your emails with a particular offer, you can use this information and engage with him again with a more relevant to his taste ad. In both cases the link is done by the machine learning algorithms we mentioned above. They use the data collected from both mediums to tailor your offer in real time and connect with your consumers with the right message.

This is the core function of programmatic advertising - helping you connect with your right person at the right moment and with the right message.

Email and ad campaigns are multistep journeys. They require you to think about the many interactions your consumer will have with your brand. By unifying them and leveraging their combined data insights, you’ll be able to build a truly consistent message for your target consumers at every touch point. This will create better consumer experience and more memorable brand interactions.

Such unified strategy can be a game-changer for your campaigns around Black Friday and Cyber Monday. And the most important thing for you to have in mind is that you should always aim to create relevant and engaging messages for your consumers.

RTB Beginners: Big Data to Knowledge


In today’s technology-savvy world, you will get to hear many buzzwords or catchphrases with deeper importance to them than one thinks. Big Data is one of the main ones when it comes to Programmatic Media Buying in the Digital Industry. According to Forbes, it is very “ginormous” and “scary”. But there is an easier way of understanding every piece of information. Let us break down the two syllables: ‘Big’ and ‘Data’. You can refer to ‘Big’ in this context as extremely large unstructured sets whilst the word ‘Data’ can quite simply depict electronic analysis of these sets.

Now let us put this formally to define it well: Big Data is voluminous information generated by every digital object surrounding us including systems, mobile, sensors, electronic devices etc. Granularly, your phone’s GPS, digital pictures, videos AND even your posts on social media! Therefore, when it comes to Programmatic Advertising, you can imagine the intense dispersed data put together in real-time in today’s digital world. And that is, well, not just big, but also, digitally big. (More about what is Big Data you can read in our previous article here.)

Now the question must have popped in your mind, why do I need to know about this digital evolutionary result of today’s world? As IBM reveals, Big Data is changing the way we operate on daily basis at organisations we work at. This distinctive information in Programmatic Advertising enables media buyers to make better and efficient campaign automation solutions, optimises the campaigns and most importantly provides assistance with new sources of development in the market. Any fundamental successful business marketing approach ensures competent decision-making, emerging competitive advantage and accumulating value of data. And Big Data is an answer to all these worries!

Think of Big Data as a tool for campaign performance boost. Or a programmatic engine with components? Just how you need tools to boost a car’s engine, you need tools for Big Data to boost campaign performance and optimise it. In this digital era, one of these comprise of Big Data Analytical Tools for Programmatic Media Buying such as a combination of Demand Side Platforms (DSPs) and Data Management Platforms (DMPs). Whilst DSPs are responsible for facilitating the Real-Time Bidding (RTB) on various exchanges to reach target audiences, DMPs, on the other hand, centralise the Big Data provided by DSPs for analytical reporting and allow advertisers to utilise multiple data sources on a single platform for optimisation of their programmatic advertising campaigns.

Conclusively, Big Data is about thinking big. In this case, this also counts towards integrations which come intact. About 80% of the value therefore in Big Data is means of integration, as based on Forrester Research. The bigger picture or the bigger data hence is readily available to the right users to collaborate with business success. In fact, Programmatic Advertising Technology have been means of coping with Big Data with innovation and modernisation in the advertising industry. All in all, Big Data has been and will be an informative wave with many products to navigate through for Programmatic Media Buying success.

How Artificial Intelligence Helps You Advertise in the Right Moment?

Advertising in the right moment has never been more desirable.

We live in a dynamic digital world where we seamlessly switch between devices. We’ve grown used to the easiness of the Internet, checking anything and everything right at the spot at any given moment. We can now go through our emails, read the news and Google a search just on our way to work in the morning. And each of these channels is a potential influencer in our buying decisions. Our journey as consumers never ends. It is a movement that is not linear, it doesn't have a beginning and an end.

Advertisers today need to capture this movement of their audiences and be able to engage with them in real time, at the right moment that matters.

Programmatic media buying made this possible, revolutionizing the digital advertising industry. Now it’s time for the next step - taking this opportunity and building upon it. Artificial Intelligence advertising technologies are the next frontier. They give programmatic advertising campaigns a whole new scale, reach and flexibility, helping advertisers engage with their audiences with the best possible offer and with the best buying strategy.

Let’s take for example the Campaign Optimization Engines. Powered by Artificial Intelligence and Machine Learning algorithms, these engines explore the vast realm of data - yours, the market’s and your consumers’ profiles - and continually learn from the information they’ve examined.

Based on this knowledge they can make split-second decisions to determine how to proceed with your campaign. Meaning, they can decide if the user at the other end is a good opportunity for you, with which of your offers it will be best to engage with him, what is the optimal price to bid for the spot, has the user shown previous interest to your brand, in what time of the day and in what place he is in, in what context is his search, etc.

So if you have a promotional campaign for Cyber Monday on your winter coats line, you can be sure that the engine will know how to bid to win you a chance to show your ad for men’s coats to a man living in Berlin, who has checked your website few days ago and is currently browsing to buy a new coat. All that in the right moment when he is Googling again his search on his way to work.

Another powerful feature of the optimization engines that we must mention, is that once activated, they have constant market presence. There are no office hours for them, no time differences to consider, no lunch breaks. With such advanced capability you can be sure that there will be no missed opportunities - the engine will always react when there’s a chance for engagement.

Such level of optimization tailors your in-the-right-moment interaction to give better experience to your consumers, and in the same time helps you meet your advertising budget goals.

Artificial Intelligence and Machine Learning are the true future for digital advertising. And it’s time to see that it’s a future that doesn't pose a threat but that helps advertisers build stronger relationships with their consumers.

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Why Artificial Intelligence Is Here To Help Us?


Artificial Intelligence as every major topic is surrounded by controversy, rumours, great expectations, hopes and fears. One of the most popular concerns is built around the narrative that technology will replace humans. We have been lead to believe that robots of any sort could pose a threat to our human existence. For us this is truly a wrong perspective.

As Artificial Intelligence researchers ourselves, we believe that technology and men should be seen as a team, as a powerful partnership, and not as rivals.

Does the name Edsac ring a bell? Edsac ,or Electronic Delay Storage Automatic Calculator computer, was an early British computer built back in the 1940s. It ran for the first time in 1949 and its role, as his creator Professor Sir Maurice Wilkes puts it, was to “provide 'mechanical' aids that would assist mathematicians, scientists and engineers at the university (University of Cambridge) to perform complex and time-consuming calculations.”

What happened was that Wilkes got tired of seeing the research workers struggling to do laborious computations with the help of simple mechanical desk calculators and mathematical tables. He wanted to provide them with a solution that would simplify and empower their work. So he designed the Edsac computer who would substitute the old desk calculators and would help crunch numbers much faster than they could ever manage before. This revolutionized their work and actually helped two of the University of Cambridge scientists to win Nobel prizes.

Unfortunately, the idea behind Edsac was too advanced for its time and it couldn’t realize it’s full potential. Times are different now and recently BBC published the exciting news that a group of volunteers is working on bringing the Edsac computer back to life. You can learn more about their quest here.

So yes, times are different now. We not only talk about Artificial Intelligence and Big data but we have significantly stronger technical capability to put our ideas into practice. And we are more technically equipped to advance with each year passing by. Think about Wilkes and his computer, think about what he could’ve done if he had the abilities we have now. His computer represents the prime motive why we venture into innovation - because we want to be better at what we do, we need technology to help us take our journey to the next step. Such idea should serve as inspiration to us and not as concern.

Technological innovation is the natural outcome of our progress. Different time periods require different perspectives and approaches, and how these direct our journey to human progress. At the end of the 18th century it was the shift from manual labour work to mechanical one which gave the boom to the Industrial Revolution and the factory system. In the beginning of our 21st century it is the growth of the digital space that will drive our progress.

As we’ve continuously stated, from more devices to more data, our world is increasingly getting more digital and more used to being digital. We are now accustomed to the easiness of the Internet, to the usefulness of our smartphones, tablets, and so on. As a result each year there are more and more digital users, more online applications to help us with our daily routines, and more data streaming in the digital realm. And this expansion is moving with fast pace - latest research by the International Data Corporation states that the amount of data in the digital sphere is doubling in size every two years, and by 2020 will grow to 44 zettabytes (1 zettabyte = 1 trillion gigabytes). Which is a fascinating growth in comparison to the 4.4. zettabytes in 2013.

This new environment requires new perspectives and new approaches. And the digital advertising industry is one of the places where this is most evident. In the coming years advertisers will have more and more users to try to engage with, more channels and more devices to take into account, and more data to crunch. This will require a lot of complex work that humans alone will not be able to manage. The natural course for us is to find new solutions that would make it possible.

Here comes the key point - only a human will know how to apply these solutions into the particular context he needs them for.

Even the most advanced technology, the most powerful new solution still requires human vision. When we talk about Machine Learning algorithms that power Campaign Optimization Engines used in Programmatic Media Buying, we always say that one of their strongest suit is that they continuously learn from data and that they can compute with speed and precision far outpacing the human abilities the best way to optimize an advertising campaign.

However this doesn’t mean that they replace the role of the media buyer. On the contrary - the point of such self-learning algorithms is that by learning how to perform better they will become more reliable partners in the advertiser’s decision-making process.

As an advertising technology company, we have always believed in the partnership between men and machines. This is why our technology is based on principle of “co-piloting”. We understand the challenges and constrains media buyers experience in their work every day and we created specific set of Artificial Intelligence products to become their smart reliable co-pilot and help them navigate their campaigns in the best direction. But in this relationship the media buyer has the ultimate control over the products. It is the human vision that drives work of the technology.


What is Hyperlocal Advertising?


One of the biggest digital advertising trends in the last couple of years was the rise of Hyperlocal Advertising. Popular as ever, this specific type of geolocation targeting is on the steady course today to reshape the advertising strategies for big players and small businesses alike. And if you’re still not very sure what’s the idea behind it, here is the simple breakdown for you:

What is hyperlocal anyway?

Starting from the name itself, hyperlocal means a very specific area, locally (in close proximity) to a certain place (ie. your home, your office, the main street, etc.). It could also stand for specific community or neighborhood, or even a particular zip code.

In this sense, Hyperlocal Advertising is the means with which you advertise your message to a very targeted audience based on their specific location. The location is often pinpointed with the help of location-based technologies, like the GPS on smartphones.

What types of targeting are there?

You have few options:

Radius targeting - where you select an area around a GPS coordinate and you set your campaign to target all those inside of the area. So for example, if you’re an insurance company, you can setup a specific campaign with a creative and a particular KPI for each street, or each zip code, where you have your agents based.

Retargeting - yes, you can do retargeting with Hyperlocal Advertising. Let’s say your store is in location A. You can set a retargeting campaign with an enticing offer that would bring back customers who have been near your store and who have gone to the nearest location B or C.

Contextual - we’re used to talking about contextual targeting when we speak about the webpage a user is visiting. Similarly, in Hyperlocal Advertising we can define different context types of target audiences depending on the type of location they’re in (shopping center, university, bar, etc), or their demographics (gender, ethnicity, age group), as well as specific characteristics of the area (average household income, political leanings, sport preferences, etc.)

What are the benefits?

First and foremost this is a strong tactic to build a truly personal and relevant message to your target audiences. Moreover, Hyperlocal Advertising is a powerful way to take this a step further and build relationships with your prospects, to show relevance with their interests and tastes on a much deeper level. As we mentioned, hyperlocal is heavily reliant on smartphones which also enables advertisers to diversify and broaden their mobile advertising campaigns.

What businesses can benefit?

For some time it was accepted that Hyperlocal Advertising will be mostly beneficial for small local businesses. Hyperlocal was the perfect way for them to connect and to appeal to their very specific local consumers. Recently, however, we’re starting to see more and more big players starting to explore its opportunities - insurance companies, retailers, real estate, car companies, etc. Personalization is the new king in the digital space and Hyperlocal Advertising is a powerful tool to create a bespoke experience for consumers, wherever they might be.

What Is The Difference Between Machine Learning and Artificial Intelligence?


Before we knew it the digital advertising world started buzzing with scientific words that we never thought we’d hear - Artificial Intelligence, Machine Learning, Data Crunching, Reinforcement Learning etc, etc. Enough to get your head spinning.

Those terms are now an integral part of the digital landscape. They are the little bolts and gears driving the engine of programmatic media buying. Since programmatic buying is definitely here to stay, there’s never been more need to get into grips with which is which and how that affects the programmatic advertising process.

We’ll start with two of the most commonly used terms “Artificial Intelligence” and “Machine Learning”. Ever wondered what is the difference between them?

Well, it’s not exactly a difference. Here is the simple guide:


Artificial Intelligence is the famous field of study looking for ways to create computers that are capable of intelligent behaviour. A machine is deemed intelligent if it can do things normally associated with human intelligence. To pass the Turing Test and qualify as artificially intelligent, a machine should be able to do for example: natural language processing (i.e. communicate with no trouble on a given language); automated reasoning (using stored information to answer questions and draw new conclusions) and machine learning (the ability to adapt to new circumstances and detect patterns).


Machine Learning is a subset of Artificial Intelligence and it explores the development of algorithms that learn from given data. These algorithms should be able to learn from past experience (i.e. the given data) and teach themselves to adapt to new circumstances and perform certain tasks. In programmatic advertising, for example, Machine Learning algorithms help us navigate through the Big Data pool and extract meaningful information, they help us define our most relevant audience and direct our campaign in such way to best meet their preferences.


The Short Guide to Real-Time Optimization


Real-Time Optimization is a crucial component for the success of any programmatic advertising campaign. And although the industry is getting more and more comfortable with the plethora of programmatic buzzwords and terms, there is still a bit of confusion when it comes to what Real-Time Optimization really is.

If you’ve ever had the same thoughts, then search no further - we’ve summed-up all you need to know about Real-Time Optimization in just few lines.

Real-Time Optimization means the ability to react in real time to the slightest change in your campaign development. Key part of the Real-Time Optimization are the A.I. Campaign Optimization robots. They help media buyers be more responsive and optimize their campaigns with precision and speed far outreaching human capabilities.

Their Artificial Intelligence (A.I.) and Machine Learning algorithms examine massive amounts of data. They explore the digital space while your campaign is running and perform an ongoing evaluation of consumer data and real time market behaviour. This is an immensely helpful piece of information for any advertising campaign. Armed with such knowledge media buyers can determine with greater accuracy their targeting strategies and their buying bids.

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What is an Algorithm?


Ever wondered how your computer performs day to day functions accurately? There are many forms of technology you may not think about consciously, but when you dive in, it can be beyond fascinating. It is amazing how one key principle in today’s digital era can be basis of various applications.

These days immense amount of work is performed by a digital process or an ambiguous set of rules called Algorithms for obtaining a legitimate task or action. In this growing world of technology, an algorithm is a very important element for speeding up the entire process of programming by finding quick solutions. From the weather update on your phone to maps for your destination, it is all algorithms.

An algorithm is a process of using set of instructions or a formula to solve a particular problem. As derived from a mathematical background, these come in numbers, graphs, coding etc.

Quite simply, if you want a coffee, the steps you take to make it, is an algorithm. Just how there are various steps you can take to make a coffee, an algorithm can vary too. An algorithm can either be basic for simple tasks like basic calculation, reasoning or dynamic. Relying on set of instructions, it will take any initial and completion steps. In programming, the logic and the types behind an algorithm are implemented by your desired coding.

Let us now relate the basis of an algorithm to programmatic media buying. In programmatic media buying algorithms are used for better evaluation, efficiency and optimisation of campaigns. These optimization algorithms traditionally refer to as Artificial Intelligence or Machine Learning (you might come across other types too - like the data mining algorithms that help the crunching of data and the audience segmentation in Data Management Platforms).

Being logical, systematic set of rules which do not blindly follow the pre-defined parameters, they work as a great benefit by learning and adapting along the way. Briefly, Machine Learning algorithms are much more efficient than humans at evaluating exactly what the campaign requires in real-time. Hence, the main goal stays to be choosing the correct bid, right audience and demographic information at the right time for better optimisation.

Real-Time Bidding (RTB) has successfully opened many doors for refined machine learning algorithms for real-time efficient solutions. Machine learning algorithms, therefore play a crucial role in the world of RTB, which is a consistent growing element of mobile and online advertising. Simultaneously, enabling automation and ultimate optimisation at the most granular level.

Are You Ready For Cyber Monday?


Cyber Monday this year is expected to be bigger than ever, so what can advertisers do to improve their campaigns and make the most of this shopping spree opportunity?

Focus on consumer experience.

Deliver personalized ads that correspond to the interests, location and context of each of your target consumers. Don’t waste time and cost to advertise your offers on the basis of “one to speak to all”. First decide what is your target group - early Christmas shoppers, loyalty customers, “do it all at once” type of people etc. Then take into account their specific profile and what have they been searching for recently. If you’re an e-commerce selling luxury items for men, you can choose to target women who have been searching for Christmas gifts for their partners recently with your massive discount on men luxury watches, and do that in the right moment when they are browsing for options.

The key to be relevant to the interest of your target consumers is to be able to react in real time to their intent. Artificial Intelligence (A.I.) Campaign Optimization Engines are used in programmatic buying to optimize the campaign in real time and help advertisers connect with their most desired audience. For example, if you’re placing a bid for an ad space, the engine can make a split-second decision if the user on the other end is likely to be interested to your offer and how to best bid for the available impression. So to use our example, the engine will know if the person is a woman, looking for gifts for men, still searching for an idea, and what price to bid in the auction.

Retarget with your Black Friday data

You can use the data you’ve collected from your Black Friday campaign to spot the consumers who already showed interest in your offers. Retarget them with new offers, while you still have the hot trail. Your consumers might be even expecting this from you. 

 To apply your data from Black Friday you’d need to examine it, analyze it and decide what information would be good for you to use. To do this effectively is impossible for the simple manual reach. The algorithms built in the A.I. campaign optimization engine are able to learn from all your past data (not only your Black Friday one) and select the most useful findings that will help your campaign. All this done in milliseconds and at a large scale - the engine performs this task for each and every one of your strategies. In this way he micromanages your entire campaign to make sure it reaches the right people and that it will deliver good results.

Don’t forget the emails

Use the data you have from your email marketing campaigns to find your customers and to personalize your ads even better. Target those who have opened your emails with more specific message to take them to the next step on the path to purchase. And engage with those who haven’t opened your email with a more enticing ad to win back their interest.

The linking between email and advertising campaigns is now possible thanks to the latest innovative wave of programmatic advertising solutions. We’re soon going to launch our new product allowing you to build an even better connection between emails and programmatic advertising. You will be able not only to feed the data from your emails to your advertising campaigns but also to do that vise versa - use the data from your advertising campaigns to improve your email marketing strategies.

If you’re curious to find out more email the Skylads team at contact@skylads.com! You can also subscribe to our Newsletter to get our latest updates.

How to Improve Your Advertising Strategy for Black Friday and Cyber Monday?


The first step when planning your advertising campaign is to identify what you want to achieve and what your type of audience is.

When it comes to Black Friday and Cyber Monday, there are a couple of main targets you might want to consider: (1) Christmas shoppers - those who are waiting for the massive discounts heaven to buy their Christmas presents, and (2) late-Christmas shoppers - those who will not buy for Christmas now, but you still want them to remember you in December when they finally set on a shopping journey. To add to the targeting list, you also have your occasional shoppers, frequent buyers, loyal customers, brand ambassadors and so on.

Our advice: make the most of the targeting features in programmatic media buying. Create several campaigns to make sure you address all the different categories of your consumers. Most importantly - don’t miss on the chance to setup multiple strategies within one campaign. Indicate different geolocations, specify your target consumer’s interests, preferences and buying habits, set your preferred recency, etc. This will help your advertisement match with your consumer’s profile and create the interest you aim for.

Thanks to programmatic advertising technologies now there is a way to setup all your campaigns and assign to them as many different strategies as you want in a simpler, faster and no-mistakes way guaranteed. Campaign Implementation APIs, like our Skott Gateway, were created with the specific purpose to take away the workload and enable you to create multiple campaigns and strategies with just few clicks. 

What is Big Data?

Big Data Image.jpeg

You keep hearing about it, everyone’s talking about and it's just unavoidable in this day and age - data is everywhere. And more precisely - Big Data. So what actually is Big Data? Here is the simple explanation: 

If you check online the definition might sound a bit too scientific - “extremely large data sets that may be analysed computationally to reveal patterns, trends, and associations, especially relating to human behaviour and interactions.” Don’t get lost in the translation. The simple to put is: Big Data is practically the result of our digital age. It is the information produced by our different digital devices. This is not just about laptops, phones and tablets. No, Big Data is streaming from everywhere, it is the entire realm of information generated by our devices, as well as sensors used to gather climate change for example, or cell phone GPS signals, digital pictures and videos, posts on social media, etc. 

This is one of the distinctive features of Big Data. That is, well, big… The volume of the data is not just massive, it’s various also - you have waves of information streaming from different sources, each with their own distinctive characteristic. Those waves of information are moving with unprecedented speed and they require strong technological solutions to be dealt with.

In digital advertising, the way to cope with the Big Data and make the most of it is done through the help of programmatic advertising technologies. The last few years saw a boom in innovation in the sector and now advertisers can leverage on different types of products to help them navigate through the information waves.

How Does Granularity Of Data Assist Your Advertising?


As a common known fact, increased amounts of data boost your chances of better understanding. In order to understand the nitty gritty details of your data and make decisions accordingly, granularity is essential. Granularity of data is the level of detail considered in a decision making process i.e. level of detail or depth in a set of data. The greater the granularity, the deeper the level of detail. Granularity therefore, opens up a new world of understanding consumer profiles and to assist business decisions.

Quite simply, granularity of data comes with many strategic advantages for an organisation. Let us understand this better with an example; if an insurance company is setting up a life insurance campaign for adults aged between 50 to 70, it will have to identify the right individuals out of their entire target market and this has to be more than just gender, age and country.

For the company to ensure their campaign is as targeted and granular as possible, it will need to dive into the details by identifying the country they were born in, country they live in, city they reside in, the industry the individual works in, his rank, socioeconomic status, health history or even their hobbies. By understanding these valuable consumer profiles at their best and the granularity of information, the needs of advertisers can be met whilst saving resources.

In order for a simpler and easier process of putting this granular information into practice to run a campaign, campaign implementation APIs are one of the ad tech tools now used by media buyers. These set up and modify the campaigns according to your granular needs in a quick way and as a result you achieve advance information. With this, granularity of data helps provide valuable detailed insight of every impression based not only on needs, but country, city, town or even street to target your right audience.

Overall, the idea of granularity of data is acquired by many advertisers to make strategic decisions on a granular level with a process of understanding the target market at their best. Serving niche markets with correct identification of right time and place makes the campaign process precise to a great extent. The key therefore is the granular effect of data analysis, providing detailed insight into audience preferences.


Why Should Advertisers Rely More on Technology?


When Roger Sterling of the industry’s favourite Mad Men proclaimed: “I’m in charge of thinking of things before people know they need them”, a lot of CMO heads nodded in unison. The AdTech era made this job significantly easier. Programmatic advertising technologies opened a new world of opportunities for advertisers: better targeted messages to their rightful audiences, leading to increased traffic and stronger sales.

There is a reason why the ad industry is buzzing with reports and news on the rise of programmatic buying. The digital advertising as we knew it even 5 years ago is no longer the same. It is better. For advertisers to master its dynamic nature is essential to take a closer look and see what is the main engine behind its growth - technology. Thanks to its technological solutions, programmatic media buying is forever changing the way brands interact with their consumers, improving the quality and timing of their dialogue.

The number of brands adopting technology is in fact increasing too. 82% of marketers have executed digital ads programmatically in the last year. The consumer-centric approach made possible by automated systems is becoming a leading strategy for successful brands.  Thanks to cross-device advertising platforms marketers are able to connect all their systems (online and offline, meaning CRM, external, legacy, etc.) and formulate more complete profiles of their targeted audiences. With the help of technological solutions for reporting and data analytics, these profiles become actionable information and the right time for interaction is accurately set. In fact, consumers themselves are already more digitally aware than we expect. They want personalized messages and targeted attention, not generic appearances based on assumptions. These preferences open a whole new level of opportunities for businesses: retargeting, upselling and higher ratio of conversions.

The pace of technological adoption could be improved. A lot of brands are still hesitant to join in the tech wave with natural human reluctance towards innovation and technology. For this reason technological vendors need to act with understanding when developing their products. Just like advertisers placing their consumers interests in the heart of their ideas, AdTech developers should focus on helping advertisers become more aware with the benefits of programmatic technologies.

What we value the most in Skyalds is that science empowers people to become better at what they do. The core principle of all scientific endeavors is finding the simple solutions. As AdTech scientists, we believe we bring value to our clients only when we help them reach their goals in the most effective and simple way. Our products are specifically designed to be easy-to-use and to empower media buyers excel in their digital advertising efforts. We believe in the programmatic future and we always strive to take advertisers a step closer to its many opportunities. For this reason we have created specific training courses and services to help spread our knowledge and programmatic trading know-how. Sharing the programmatic world with our clients is one of the main drives behind our vision.


The Short Guide to APIs

In this growing age of technology, you might have come across the term “the rise of APs” but you might not be concretely aware of what it means. It is a huge trend adopted by organisations lately to bring them operational efficiency and enhance performance. For example, Salesforce reportedly generates 50 percent of its revenue through the use of an API, whilst eBay nearly 60% and to top it off, Expedia about 90%. 

3 Interesting Tech Trends To Keep In Mind in Digital Advertising

Back in the day, when you were asked to visualise Artificial Intelligence (AI) you would name all robotic, sci-fi films you have ever come across. Though, those remain the origins of it, AI is now is an intelligent assistant to advertisers. In this new era upon us, the harmonious relationship of man and machine is conveniently adding value to everyday tasks. The technology has tried and tested language conversations between the two, establishing the exciting abilities that come with it. 

Why Granularity In Campaign Setup Is Becoming More Important For Your Programmatic Advertising?

In our recent blog on Importance of Granularity, we established greater the granularity, the deeper the level of detail, quite simply. Similarly in the broad world of programmatic advertising, granular campaigns can leverage advertisers to move beyond binary ad targeting. As we are aware, that programmatic advertising is accelerating greater than ever right now. This has led consumers to constantly expect the improvement of online experiences. With 85 percent of consumers preferring tailored ads depending on their personal interests, granularity of campaign set up has become even more essential.