What can algorithms do for you?

Wahab Ghaznavi
Assembly New York

Algorithms are revolutionising the advertising marketplace. This article outlines why and how opportunities in programmatic media buying can make advertising more engaging, effective and efficient, with advice on avoiding the pitfalls.

New technology

This article is part of a collection of articles on the marketing opportunities in new technology. Read more.

The use of algorithms in search engines or programmatic buying is increasing rapidly in advertising. Programmatic buying is changing the face of the online ads business by allowing marketers to:

  • Buy cheap ads on thousands of websites rather than negotiating deals directly with publishers.
  • Target ads to specific people based on the behavioural data about these customers.
  • Place the right advertisement in front of the right person, at the right place and time with greater accuracy.
  • develop audience pools and real-time segmentations for targeting.