10 Advantages of Programmatic Buying

10 Advantages of Programmatic Buying

Why is programmatic buying quickly becoming one of the essential components of every modern marketer’s digital strategy? This article will look at some of the key advantages to integrating Programmatic Buying into your digital strategy, and share some useful tips to help you get the most out of your campaigns. There are several ingredients that will set you up for a successful programmatic buying campaign: the right technology, the right people, excellent content and creative, and top-of-the-funnel optimization.

Price point for advertiser

Programmatic buying involves acquiring remnant inventory, as opposed to premium inventory. This means that the cost per impression (CPM) is significantly lower than when you purchase premium inventory from a publisher. This will likely have a positive impact on your ROI, even if some of the views and impressions do not reach the consumer.

More data and insights

Programmatic buying works by using automated technology, which improves the efficiency and performance of your campaign. This means you can gather and analyze the data more efficiently, and draw on your insights to improve the performance of the campaign.

Improved targeting capabilities

With programmatic buying, it is easier to segment your audience into marketing lists, making it easier to target the right audience, in the right context, and at the right time.

More transparency

Programmatic buying provides the advertiser with more transparency on the remnant inventory they are purchasing, which gives advertisers peace of mind knowing that their brand image is intact.

Improved tracking capacity

Advertisers can more effectively track where an ad is shown, what level of engagement it receives, and use this data to reinvest budget in the right areas. With more effective and accurate tracking abilities you can allocate a smaller portion of your budget and still yield valuable insights and analytics.

Faster launch across all devices

With programmatic buying, the advertiser will waste no time in launching a campaign. The automated nature of programmatic buying means audiences and advertisers can connect across any device, at any time, and in any place – all in a fraction of a second.

Efficient, Integrated buying platform

Programmatic buying allows the advertiser to buy directly from the source, instead of going through agencies, which has made the entire ad-buying process more streamlined. This means less time spent negotiating the right price point, saving advertisers time and money.

As Programmatic buying becomes mainstream, high-quality inventory becomes available

As the system of programmatic advertising becomes more and more popular, so too does the quality of the inventory offered by publishers. While there was certainly some initial hesitation from advertisers to adopt the programmatic approach, programmatic buying has made its mark, with many publishers now participating in real-time bidding.

Creates a marketplace for programmatic inventory

Publishers are excited about programmatic buying, as it offers them a huge opportunity to promote their ad space. By capitalizing on the value of programmatic, some publishers have achieved critical mass on their inventory, whereas others are still behind the eight ball. By taking advantage of real-time bidding campaigns, publishers have been able to achieve stronger metrics, such as cost per impression (CPM).

More qualified leads at lower Cost-per-click (CPC)

Advertisers around the world, particularly major brands, see the value in programmatic buying. Using programmatic means that advertisers can more effectively reach their audience. As the technology improves, we will see improvement in the accuracy and precision of the audience targeting. This means that the leads captured will be of a higher quality, pushing the CPC down and improving ROI.


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Shai Luft - Bench Media

Chief Operating Officer

Shai Luft

Meet Shai Luft, a senior marketing executive with a proven track record of delivering results for Australia’s largest ASX200-listed companies. Despite his success, Shai was frustrated by the amount of red tape and bureaucracy that held back marketing innovation. That’s why he co-founded Bench in 2012. As the driving force behind Bench’s operations, Shai is committed to empower marketers with the agility and control they need to achieve their best results.

Ori Gold - Bench Media

Chief Executive Officer

Ori Gold

Meet Ori Gold, an ad tech and martech expert. Driven by the frustration of everyday marketers facing a lack of control and accessibility, Ori co-founded Bench in 2012 to revolutionise the digital advertising landscape. Heading the talented and forward-thinking team at Bench, Ori is the driving force behind the company’s strategic and product vision. Thanks to Ori’s leadership, Bench has become one of the most respected and successful digital agencies in Australia.

General Manager

Liam Garratt

Meet Liam Garratt, the creative mind behind Bench’s top-notch products and services. With a career in digital media spanning over a decade, Liam has made a name for himself as a leader in the industry. He got his start in 2011 working for UK-based programmatic platform Crimtan, where he played a key role in launching the company’s Australian office. In 2017, Liam brought his expertise to Bench, where he now leads the Product & Services functions. Liam is passionate about delivering only the highest quality products and services to Bench’s clients. His commitment to excellence is the foundation of Bench’s stellar reputation.

VP of Growth

Anthony Fargeot

Meet Anthony Fargeot, the pioneer behind Bench’s growth and success. Joining Bench in its infancy in 2013, Anthony’s experience with high-growth start-ups gave him the skills to help Bench become one of the most successful digital agencies in Australia. As Head of Client Services and then Director of Operations, Anthony led Bench through its highest growth period. Today, as VP of Growth, Anthony uses his creative thinking and strategic insights to always look for new and innovative ways to help Bench stay ahead of the curve in a rapidly changing digital landscape.