Over the next six weeks, I’ll be answering all your questions about programmatic and retargeting in my column on StopPress: Get with the program(matic). The first article, The Meaning Behind the Jargon, is online now: you can read the full article here.

Digital advertising is full of buzzwords, jargon and acronyms, but simplicity and access are two of the principles AdRoll was founded on.

Let’s investigate the meaning behind the jargon, and define what programmatic advertising is all about, and where retargeting fits in.

What is programmatic advertising?

Programmatic advertising typically refers to the use of software to purchase online advertising. It takes the process of bidding on and buying online ad impressions, and cuts it down to a few milli-seconds. Advertisers use a platform to set the rules  – like how much they want to spend and what type of placements they want to buy – upload their adverts and away they go.

What are the benefits of programmatic?

Essentially, programmatic advertising makes buying online advertising cheaper and simpler. Advances in programmatic advertising have also allowed brands to think in terms of audience rather than publisher. This opened the door for much more targeted, personalised ads than had previously been possible – like retargeting.

So, what is retargeting? 

Retargeting keeps your brand top of mind by showing relevant ads to individuals demonstrated interest in your brand, but perhaps didn’t convert. A small piece of code is placed on a company’s website, so you can see how different users are interacting with your site, and what products or pages they’ve demonstrated interest in. You can then retarget this user at a later time, serving highly relevant ads based on their demonstrated interests.

For more detailed explanations on programmatic and retargeting, check out the full article on StopPress.

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For more on how advertisers are using retargeting and programmatic, download our latest report: State of the Industry Australia