Open AccessRole of programmatic advertising on effective digital promotion strategy: A conceptual framework
Author(s) -
K. Uday Kiran,
Thangaraja Arumugam
Publication year - 2020
Publication title -
journal of physics. conference series
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.21
H-Index - 85
eISSN - 1742-6596
pISSN - 1742-6588
DOI - 10.1088/1742-6596/1716/1/012032
Subject(s) - publicity , promotion (chess) , advertising , online advertising , advertising research , conceptual framework , process (computing) , marketing , business , digital marketing , advertising campaign , digital media , computer science , the internet , world wide web , political science , sociology , social science , politics , law , operating system
Today“s world of digital advances technology has created major impact on the effective, efficiency and increase performance to companies with improved information and create more connective with customers and clients, and also streamline the process of various activities. As today advertising spending has involved in more of applicable and dependable, automation process of digital ads selling along with its effective campaigning implementation has an important role in supporting to the online marketing this growth is known as “programmatic Advertising.” The programmatic advertising as converted the traditional method of execution of ads which are involved in the ad stock field has normally used by company“s publicity. The digital automation advertising has been very important tool which creates efficient and effective than manual process. The earlier pattern of advertising observation process as seen gradually decline in the advertising promotion method and also has brought less margin with more cost for the ad companies in the field of advertisement which has forced the companies to adopt the innovative technology and systems for the competitive world. This paper describes the theoretical and conceptual framework of programmatic advertising and explores how the programmatic advertising as an important tool will help the advertisers and ad agencies in developing effective digital promotion strategies.