Programmatic buying for beginners

Pinja Virtanen

by Pinja Virtanen

When it comes to marketing technology, turning information into income doesn’t exactly strike as a novel objective. However, the way programmatic advertising approaches this goal is unmatched to any existing marketing innovation. While traditional marketing planning is mainly concerned with locking down a single creative concept that appeals to a number of predefined audience segments, the beauty of programmatic buying lies in its irrefutable adaptability.


Think of programmatic buying as a marketplace, where impressions are traded as goods, and transactions happen between machines rather than people. Now add dynamic creative and relentless optimization to arrive at the conclusion that one size never really fit all. Instead, while computers work together to find optimal combinations of ads, platforms, prices and target audiences, people are free to focus on the creative. It just so turns out that the one thing we have yet to automate is ideas.

  • The programmatic buying industry already operates in trillions of transactions, billions of dollars and hundreds of milliseconds. (1)
  • This year, programmatic will account for $14.9 billion of the nearly $59 billion digital advertising pie. (2)
  • Programmatic advertising is expected to grow tens of billions of dollars by 2020. Its current growth rate is already outpacing that of its predecessor, paid search. (1)


In the past few years, marketing automation has turned into an intolerable buzzword that means nothing and everything at the same time. At Luxus, our objective is to go above and beyond by designing unique solutions that integrate with our clients’ existing systems and processes. Case in point, when needed, our marketing asset creation and management tool Drafthorse can be teamed up with Advanse’s dynamic creative and optimization capabilities to offer 360 degrees of improved digital performance.

Even though programmatic buying was initially dubbed as a dedicated solution for large enterprises, SMEs can (and should) take advantage of it. This is a direct result of the considerable cost reductions and performance improvements programmatic buying can offer. Since programmatic buying ultimately boils down to increased conversions and improved targeting accuracy, smaller niches should be jumping at the chance to move in on the action. With all things considered, there's no telling how soon programmatic will take over the world.