What is Programmatic Advertising
Programmatic Advertising is an automated method of buying and selling online advertising space. Instead of manually setting up campaigns, purchases are made via algorithms in real time (known as real-time bidding – RTB). This approach enables companies to display adverts to precisely targeted users across websites, apps, video and social media.
Key terms in programmatic:
- DSP (Demand Side Platform) – a buying platform for advertisers (e.g. Google DV360, Adform)
- SSP (Supply Side Platform) – a sales platform for publishers
- DMP (Data Management Platform) – management and use of target data
- RTB (Real-Time Bidding) – an auction process that takes place within milliseconds
Based on defined segments, behavioural data or demographics, the programmatic system can immediately decide whether to display an advert and how much to bid for it.
Why Programmatic Advertising is important for B2B companies
- Precise targeting of decision-makers in specific companies
E.g. by combining data from DMPs, IP targeting, company domains or behavioural patterns. - Efficient use of budget thanks to the auction system
You only pay for impressions with the greatest potential → higher ROI. - Scalability across channels and formats
Banners, video, native advertising, audio – all on a single platform. - Real-time data and advanced performance optimisation
Tracking of conversions, viewability, engagement and other metrics. - AB testing and dynamic creative options
Each user can see a different version of the message based on their profile.
Practical applications and examples
- AITOM Digital uses programmatic
banners and video campaigns for selected B2B clients, targeting decision-makers in specific verticals (e.g. IT, manufacturing) → using IP targeting and company segments. - SaaS platform
Targeting companies that have visited specific subpages using a DMP → retargeting with personalised messaging (e.g. based on company size). - Manufacturing company
A combination of programmatic banners and native articles targeting a specific industry → increased awareness and traffic by 64% within one month. - Consultancy agency
Uses programmatic for ABM (Account-Based Marketing) campaigns → targeting specific companies by domain and segment. - B2B event
Retargeting of event website visitors using display campaigns → reminders of the date, early-bird prices, call-to-action.
5 tips for effective programmatic campaigns in B2B
- Start with data and segmentation A
strong audience = a successful campaign. Work with DMP, CRM and website visits. - Use dynamic creative and test variations
Standard banners aren’t enough – tailor both visuals and messaging. - Focus on placement quality
Choose premium media or whitelist domains, not cheap mass networks. - Measure performance comprehensively, not just by CTR
Track conversions, viewability, time on page, and assisted conversions. - Integrate programmatic with other activities
CRM, email marketing, remarketing, marketing automation – leverage synergies.
Related terms
- RTB (Real-Time Bidding) – the basic principle of programmatic buying
- ABM (Account-Based Marketing) – programmatic ideally supports targeting specific companies
- DMP / CDP – data management for more precise campaign targeting
Further resources
- HubSpot – What is Programmatic Advertising?
- Digiday – Programmatic 101
- Adform – Programmatic Explained
Summary
Programmatic Advertising brings automation, precision and scalability to online advertising for B2B companies. It helps reach the right audience at the right time with a relevant message – with high efficiency. Would you like to start using programmatic in your B2B campaigns? Please don’t hesitate to contact us.