The digital advertising world is moving faster than ever and programmatic advertising is at the centre of it. But what exactly is it and why should brands in culture, entertainment and the creative industries care?
At Ground Up Media, we break it down simply, programmatic advertising is the automated buying and selling of digital ads using data and technology. Instead of negotiating placements manually, programmatic allows brands to reach the right people, in the right place, at the right time, with precision and efficiency.
What Is Programmatic Advertising?
Programmatic uses software, algorithms and data to purchase ad space in real time. That means instead of booking ads directly with publishers, advertisers set targeting parameters (like demographics, behaviours, and interests), and the system automatically places ads where they’ll perform best.
The goal? Less waste, more relevance and better ROI.
How Does It Work?
At the heart of programmatic is real-time bidding (RTB). Here’s the simple version:
- A user visits a website or app.
- In milliseconds, an auction takes place for the chance to show them an ad.
- The advertiser with the best bid (and most relevant ad) wins.
- The ad appears instantly on the page.
This process happens in fractions of a second, thousands of times a day, making programmatic one of the most efficient ways to advertise.
Why Use Programmatic Advertising?
- Precision Targeting - Programmatic goes beyond age and location. It can use behavioural signals, online interests and even contextual relevance to put ads in front of the people most likely to care.
- Cost Efficiency - By bidding only on the impressions that matter, programmatic reduces wasted spend and boosts ROI.
- Cross-Channel Reach - From display banners to video, audio, native, social and even digital billboards, programmatic can reach audiences across multiple platforms seamlessly.
- Real-Time Optimisation - With AI and machine learning, campaigns constantly refine themselves, improving performance without you lifting a finger.
Programmatic Channels You Should Know
- Display – Banners and visuals across websites and apps.
- Video – Engaging pre-roll, mid-roll and streaming placements.
- Social – Paid campaigns enhanced by programmatic targeting.
- Audio – Spotify, podcasts and streaming radio.
- Native – Ads that blend naturally into content.
- Digital Out-of-Home (DOOH) – Billboards and digital screens updated in real time.
The Future of Programmatic
With third-party cookies on the way out, the focus is shifting to first-party data and contextual targeting. At the same time, new formats like connected TV, AR/VR and shoppable media are creating fresh opportunities for brands to connect with audiences.
Why It Matters for Creative Brands
For organisations in the arts, entertainment and cultural industries, programmatic is more than just automation, it’s a way to tell your story at scale. By combining data-driven precision with creative impact, you can build campaigns that resonate deeply with your audience while making every penny count.
At Ground Up Media, we help creative brands cut through the noise with smarter, more strategic programmatic campaigns. If you are considering a robust marketing strategy that utilises technology to its fullest, let’s talk and build your plan from the Ground Up!
