What Is Programmatic Advertising?
Automated, data-driven ad buying that targets specific audiences across the web.
Programmatic advertising uses automated technology to buy and place digital ads in real time, targeting specific audiences based on data signals rather than manual placement negotiations. For demand gen teams, programmatic enables reaching target accounts across thousands of websites without individually negotiating with each publisher.
The process works through real-time bidding (RTB). When a user matching your targeting criteria loads a webpage, an auction happens in milliseconds. Your demand-side platform (DSP) bids against other advertisers, and if you win, your ad appears. This happens billions of times per day across the open web.
B2B programmatic has evolved significantly with the rise of ABM. Platforms like Demandbase, 6sense, and RollWorks offer B2B-specific programmatic that targets specific companies rather than just individual users. You upload an account list, and the platform serves ads to employees at those companies as they browse the web.
The challenge with B2B programmatic is measurement. Display ads influence awareness and consideration, but attributing a closed deal to a banner ad is difficult. Most demand gen teams use programmatic as an air-cover channel that supports other campaigns rather than as a standalone pipeline driver.
Frequently Asked Questions
How is programmatic different from display advertising?
Display advertising is the format (banner ads, rich media). Programmatic is the buying method (automated, real-time bidding). You can buy display ads programmatically, but you can also buy display ads through direct deals with publishers.
What is a good CPM for B2B programmatic?
B2B programmatic CPMs typically range from $5-30 depending on targeting specificity. Account-targeted campaigns through ABM platforms tend toward the higher end. Broad audience targeting is cheaper but less effective.