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Most likely, for most people, the word “advertising” is directly associated with the image of a sales manager who constantly calls clients, conducts negotiations, and exerts maximum effort and charisma to close a deal successfully. However, time does not stand still. The universe of digital advertising has evolved and is now more massive and faster. It is not surprising that, in some cases, human nature cannot keep up with the Internet's rhythms.
Now, instead of a live salesperson, some algorithms are capable of making and processing tens of thousands of decisions and calls every second. That is, all the power lies in the programmatic monetization strategies, which significantly increases the automation of monetizing the digital space hundreds of times. Advertising of our time does not rely solely on persuasion; primarily, advertising now is about calculations. It's about the use of artificial intelligence, instant auctions, and quality programming interfaces. The latest historical era, which gave birth to the new sales manager code, is coming right now.
Programmatic advertising is a technology that enables the automatic buying and selling of online advertising impressions. The system instantly starts an auction as soon as the user opens the site or application on their smartphone. At this auction, advertisers conduct so-called bidding for the opportunity to represent their ad to a specific user. The speed of this process is awe-inspiring, as it happens in a matter of seconds. Previously, similar schemes were implemented by a team of sales managers, but now algorithms are involved in this. It is not just more convenient and easier, it is also effective. Setting impressions based on the analysis of several dozen parameters — all this is possible thanks to programmatic.
These parameters include the location (geolocation) of the user to the type of his gadget, and the history of his search/behavior/requests on the Internet, and the time of day... There is a vast pool of parameters. This can be safely declared a true revolution in the advertising and sales ecosystem. After all, advertisers no longer need to spend huge budgets on broad target audiences almost blindly. Now they are provided with the opportunity to reach precisely the audience that is most likely to convert. While publishers can now monetize each impression as effectively as possible.
The classic model of advertising sales focused on building interpersonal relationships through a series of meetings, constant exchange of presentations, and gaining trust. Undoubtedly, there were some romantic touches in this — maximum personalization, natural human warmth, and individuality of the approach. But such an approach is tough to scale to global flows of customers and users.
For example, you manage a site with indicators of about millions of impressions daily. You are obliged to monetize this traffic, but how? Undoubtedly, you will need to involve dozens of advertisers, each of whom requests their CPMs, conditions, and individual approaches. This is almost impossible to implement manually, but algorithms can easily cope with this task. The algorithm does not require sleep, lunch, or any other form of rest, and most importantly, it will never forget about the deadline.
The algorithm can analyze data, calculate efficiency, and optimize the pool of strategies and tactics every minute. It has become not just another replacement for the sales manager; it has transformed many processes, increasing their speed, accuracy, and, accordingly, profitability. It has not just replaced sales; it has made the process more accurate, faster, and more profitable.
What is monetization? In essence, in simple words, it is the transformation of traffic into profit. The most effective monetization method in the context of digital platforms is the introduction of innovative digital mechanisms. We offer you the following scenario to better understand this process:
The user goes to the site tab
The system makes a request to the advertising exchange In real time, a number of advertisers place their bets
The winner is determined by the algorithm and shows advertising
The publisher automatically receives financial income for this (monetization)
And the main highlight is the duration of this process… Less than a second! No need for direct participation of managers or negotiations, zero probability of any delays.
Attekmi is a prime example of how a team of talented experts can effectively work with monetization strategies, using their deep expertise in this matter. Attekmi’s approach goes beyond simple and everyday technology creation, as this team becomes a reliable partner for its clients in the context of building full-fledged programmatic monetization platforms that are able to outsmart traditional sales manager teams. This is direct proof that code is not just one of the technical tools in the world of advertising. Code has already become the foundation of strategy creation, because the effectiveness of monetization is now determined at the level of algorithm logic and architectural quality.
The trends of today are very clear and predictable — programmatic advertising will gain momentum literally every day. The most accurate targeting, lower cost per customer, higher efficiency indicators, this is what advertisers today are striving for. Publishers do not want to rack their brains to get more financial income. Instead, they want simple and immediately effective solutions. The bridge between these requests and their implementation is precisely the latest innovations.
The code is already a sales manager. And it does not just sell this or that product — the code analyzes, forecasts and researches. It “feels” based on current data when it is best to show a video clip, and when the client will be more interested in an advertising banner. The code, unlike people, is able to work without breaks for rest and improve every day. Just a few years ago, most of the impact on the success of a campaign lay in the charisma and skills of the sales manager, now the main part of success falls on the accuracy and correctness of the code. Those companies that have realized this and accepted the new reality already have a significant advantage here and now. For example, the same company Attekmi, which is already shaping these changes, and not just passively following them.
