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Programmatic Advertising

With Starfish Ad Age

Teach companies to leverage marketing strategies to improve digital advertising performance.

Why Programmatic Advertising?

We want you to outsmart your competition, not outspend them.

Starfish has been changing the game for smaller brands, giving them access to programmatic advertising technology and allowing them a chance at competing with larger companies without spending a large budget.

What exactly is programmatic advertising?

Programmatic advertising is a new and exciting way to buy or sell ads in real-time. The system uses machine learning, which means it can find your ideal customer with pinpoint accuracy by analyzing vast amounts of data from across digital channels like social media posts, web searches, etc., then target them specifically for you!

The idea behind programmatic advertising is simple: instead of human decision-makers manually choosing which ads to run, the program decides what and when an ad would be most relevant.

How Does It Work?

Programmatic advertising has the potential to provide a cost-effective and efficient solution for many companies that are seeking new clients or increasing their revenue. The process relies on identifying online consumers by variables such as: 

-Demographics (male/female, desired age ranges)

-Geographics (location base, neighborhood, frequently visited places)

-Mobile Carriers (AT&T, Verizon, Sprint & more)

-Interests (specific offers from your business, services, etc.)

-Behaviors (online, in-store, apps)

-Time of day (morning, noon, evening, night)

-Weather (sunny, rainy, cold, hot)

-Device (smartphones, desktop, tablets) 

Programmatic advertising gives advertisers the power to target their ads using real-time data. This data is used to identify the right audience for your business and purchase ad inventory through an auction-based system on everything available across multiple devices. Specifically, in places that you know, they will be interested or have shown interest in before. The advertisements are then tailored to suit the specific interests of each individual customer, ensuring they will be more engaged and interested in your products.

Intelligent connections are established, data insights are generated, and business performance is optimized. (possible turn into a graphic)

Why is programmatic advertising becoming so important?

To put it simply – It’s more efficient. Programmatic advertising is quickly becoming the most important form of online marketing because it can provide a level of detail and personalization that other forms cannot. Prior to programmatic advertising, humans were often an unreliable source for buying and selling ads. With falling sick, forgetfulness, our need for sleep, or the occasional work hangover; there is always the chance that something could go wrong. While automation and machines are great for managing the programmatic dashboard with little to no fault.

Programmatic advertising is the solution for marketing managers and brands who find themselves working with a limited budget. The days of hiring several employees and running advertisements in traditional ways are over. It's time to make digital marketing your new best friend.

Data Types:

First-Party Data:

First-party data is the type of information that is collected directly from your audience, clients, or customers. This data can include information such as their behavior, their likes and preferences, as well as CRM records, emails or newsletters you may have sent, social media followers, or subscriptions, in order to make an informed decision about what kind of marketing campaign will work best for this individual!

What’s the cost of first-party data?

The cost of getting information on first-party data usually comes at a lower rate than other types. This is because the information is collected in-house and not acquired from external sources. This allows the brand to gain vital information such as customer experiences. By doing this, they are able to get insights into how consumers interact with their product or service. While this does sound ideal, first-party data doesn't have a great outreach and isn’t intended to solely sustain large audience engagement.

Second Party Data:

Having a close relationship with the publishers can be vital for advertisers, as it allows them access and insight into how their ads will be received by new audiences. This helps predict user habits on a new level. Second and first-party data are essentially the same. But advertisers can feel more secure knowing that this information comes directly from their publisher, without any middleman involved in purchasing the data.

What is the cost of second-party data?

When purchasing information from a publisher, advertisers will need to use their budgets accordingly. What they get in return for paying such rates is worthwhile, making this form of data much sought after.

Third-Party Data:

Marketers looking to purchase third-party data will need to reach out to different sources such as market research companies or public databases not original to the data collection. While third-party data is currently still an active source of information for some, Google plans to phase it out by 2022. This means that advertisers will need to find another way to collect customer insights in the near future.

What is the cost of third-party data?

Since this information isn't accessible via one source due to its availability on the open market, pricing for third-party data can change daily.

What are the advantages of programmatic advertising?

Marketers who choose to increase their digital advertising spend by adopting programmatic advertising will enjoy the five advantages listed below.

-Real-time data and customer insight 


-Increased reach


-Relevant impressions 

 And all these take place automatically, making programmatic advertising the top choice for businesses looking to increase their customer base and keep them too. This forms a win-win situation where advertisers are able to reap all these benefits while also being able to provide customers with quality products or services at competitive prices.

What is the value of RTB? (Real-Time Bidding)

RTB is a revolutionary system that enables media buyers to specify their goals and outcomes while looking for ad inventory that matches those targeted advertising goals. This method of digital marketing increases the chances for marketers to get their message in front of potential customers.

Programmatic App Advertising

In a world where 97% of programmatic ad spend goes to in-app advertising, it is hard not to see the trends emerging from Mobile Marketing. It's no doubt mobile has taken over digital marketing due to its ability to tailor specifically to users on the go.

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In-House Solution

The rise of programmatic advertising has caused a stir in the industry with many small businesses taking advantage. As more and more people are looking for ways to save money, 45% have decided that they can do so by handling their own programmatic ad buying in-house, instead of hiring agencies or middlemen, which was almost unheard of just two years ago!


Starfish Ad Age is an experienced, low overhead marketing agency with a unique approach to providing marketing technology products and services to enterprise and small to medium-sized businesses.

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