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Programmatic Targeting Series Part 2: Benefits Of Programmatic Advertising

It’s no surprise that the latest programmatic targeting spend forecast is up $10 billion from last year, as predicted by eMarketer. Healthcare marketers and advertisers are harnessing the power of programmatic to reach their target audience, optimize claims processing and to know when and how to execute their marketing campaigns. Programmatic advertising is a data-driven, automatic approach to media buying that eliminates human error and takes away the hassle of labor-intensive techniques that come with reaching the right consumer at the right time.

“It’s clear that a growing number of marketers are taking increased control of their media investments,” ANA CEO Bob Liodice told Business Insider. Our clients are “making important changes to their programmatic buying practices to address media transparency concerns.” Marketers planning to bring programmatic buying in-house stand to reduce overall service costs while better harnessing and protecting their own data. The trend toward increased control is only expected to accelerate as marketers become more familiar with programmatic technology.

As a part of our programmatic target series, this article will dive into the many benefits of programmatic advertising:


When compared to traditional advertising schemes, programmatic advertising offers more transparency for the healthcare marketer and advertiser. As stated by Tech Story, programmatic advertising enables the marketer to track the sites, customer views and costs associated with the advertisement. Essentially, all correlating data that circles back to the advertisement can be viewed and analyzed.


With traditional advertising, marketers may find it more difficult to capture real-time data and insights. Programmatic advertising, however, makes gathering and analyzing information more simple and efficient than ever. Healthcare marketers have the opportunity to quickly track engagement and make changes to their campaigns based on the real-time data.

Enhanced targeting

The primary goal and No. 1 priority of healthcare marketers should be to reach an audience that is most likely to create a conversion upon browsing an advertisement. That’s what programmatic advertising is all about. Instead of blindly marketing to a large audience, marketers can reach specific customers based on personas, IP targeting, geolocations or additional categories.

“Media buyers can use programmatic buying to fan ads across the web and then, mid-campaign, evaluate what’s working best — which geographies, times of day, audience segments, publishers — to narrow their target accordingly, so they’re paying only for highly effective ads,” recruiting consultant Michelle Marino wrote on LinkedIn. “This is a radical change from traditional ad buying, where a buyer agrees to run a certain number of ads with a publisher and is locked in to the contract.”

Programmatic targeting also allows marketers to reach customers who have already viewed their advertisement and made a large impression on a certain site. They can use these insights with intent to reach these same customers.


Digital advertising already offers ample opportunity for healthcare marketers based on the amount of users that browse the internet on a daily basis. Add in the potential customers they can reach with programmatic advertising and marketing efforts become more efficient and easier to track.

Thanks for reading part two of our programmatic targeting series. In Part 3, we’ll delve into today’s world of advertising technology and how it relates specifically to physician and health care marketing.


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