What's your opinion on the use of programmatic advertising? Can you share an example of how you've used it effectively?

Question

Programmatic advertising has transformed the landscape of digital marketing, offering unprecedented opportunities for brands to reach their target audience. This article explores effective strategies that leverage the power of data-driven automation and real-time bidding to enhance campaign performance. Drawing insights from industry experts, readers will discover how precision targeting and strategic implementation can revolutionize their advertising approach across various sectors, including beauty and wellness.

Maksym Zakharko · Answer

As someone who works deeply in the programmatic advertising field, I can confidently say it's a game changer—not just for efficiency, but for precision and innovation in digital marketing. Programmatic advertising allows marketers to launch campaigns faster, make real-time optimizations, adjust creative dynamically, and most importantly—reach the right audience, at the right moment, on the right channel.
One of the best examples I can share is how we've used programmatic digital out-of-home (DOOH) advertising. Traditionally, out-of-home advertising meant static billboards—once printed and placed, there were no changes until the next booking. It was expensive, rigid, and lacked real-time responsiveness.
With programmatic DOOH, we were able to flip the model. We ran campaigns that allowed us to buy screen space dynamically across multiple locations with smaller, more flexible budgets. Not only that, we also adapted creatives in real-time—for example, if it was raining, we displayed one version of the ad (e.g., offering a cozy indoor experience or a product perfect for gloomy weather). If it was sunny, we showed a completely different version optimized for the conditions.
This kind of contextual, automated media buying dramatically improved engagement and relevance, and allowed us to test, learn, and iterate much faster than with traditional media.
Programmatic advertising is not just an efficiency tool—it's a strategic advantage. It brings together data, creative, and automation in a way that simply wasn't possible before.

Navin Kumar · Answer

Programmatic advertising is one of the most powerful tools in digital marketing today—when used strategically. Its biggest strength lies in its ability to automate media buying and precisely target the right audience at the right time, using real-time data and machine learning. However, success with programmatic depends heavily on how well you define your audience segments, creatives, and performance metrics.
One effective example:We worked with a beauty and wellness brand targeting high-income female customers in Dubai. Using programmatic display and video ads, we built detailed audience profiles based on online behavior, location, and interest in luxury skincare and aesthetics.
Instead of broad targeting, we layered in:
• Geo-targeting near premium malls and beauty clinics
• Time-of-day bidding to catch users when they're more engaged (evenings and weekends)
• Lookalike audiences built from the brand's CRM data
We also A/B tested ad creatives with different offers—"free skin analysis" vs. "AED 250 off your first treatment." The winning creative helped reduce cost-per-acquisition by over 40% in just two weeks.
Takeaway: Programmatic works best when it's fueled by first-party data, strong creative, and a clear strategy. It's not a set-it-and-forget-it tool—it's a performance engine that demands active optimization.

Georgi Petrov · Answer

I'm all in on programmatic advertising--when it's done right. It's not just about automation; it's about precision at scale. You're essentially letting data do the heavy lifting so your team can focus on creative and strategy.
We used programmatic advertising to help a wellness client expand into three new markets. Instead of guessing, we layered in behavioral data, retargeted based on user intent, and ran dynamic creatives that adjusted per audience segment. Using DSPs like The Trade Desk, we were able to scale impressions without sacrificing ROAS.
The best part? We cut CPMs by 38% and boosted conversions by 27% just by automating bid adjustments and excluding low-quality placements. So yes, programmatic advertising works--but only if you pair it with smart creative and a clear goal. Otherwise, you're just burning ad dollars with prettier graphs.

Max Shak · Answer

Programmatic advertising has become an essential tool for modern marketing, and its potential lies in its ability to deliver highly targeted, data-driven ad placements at scale. It allows businesses to reach the right audience with the right message at the right time, optimizing for efficiency and cost-effectiveness. However, the key to its success is how strategically it is used. When implemented correctly, programmatic advertising can significantly enhance brand visibility and drive meaningful conversions.
At Zapiy, we've used programmatic advertising as part of our broader digital marketing strategy, particularly when launching new services or promoting special offers. One example that stands out is a campaign we ran for a product launch targeting decision-makers in specific industries. Rather than relying solely on broad targeting or manual placements, we used programmatic advertising to leverage data from multiple sources. This included behavioral data, search history, and audience insights, which allowed us to serve ads to a highly relevant audience that showed interest in similar products or services.
We also tested different creatives and messaging across multiple platforms, from display ads to video ads, using programmatic tools to adjust bidding strategies in real time. This helped us maximize the return on ad spend by ensuring we were only spending money on impressions that had the highest likelihood of converting.
The results were impressive. We saw an increase in site traffic from key decision-makers, and our conversion rates were notably higher compared to previous campaigns that lacked such precision targeting. This also allowed us to gather valuable data about our audience's behavior, which we used to fine-tune future campaigns.
While I'm a strong advocate for programmatic advertising, the key takeaway is that it's not a one-size-fits-all solution. To make it effective, you need to ensure that the data you're using is reliable, and you need to test and optimize continually. When approached with the right strategy, programmatic advertising can be a powerful tool to connect with your target audience and achieve measurable business outcomes.

Nikita Sherbina · Answer

I'm a big fan of programmatic advertising because it automates much of the ad buying process and ensures you're reaching the right people with the right message at the right time. What I love most about it is the ability to target specific demographics and behaviors in real time, which means you can get the best value out of your advertising budget.
One example of how I've used it effectively was during a recent campaign for a new product launch. We leveraged a demand-side platform (DSP) to bid for ad space in real time, targeting people based on their interests and behaviors. This allowed us to create highly relevant ads for specific segments, and as a result, we saw much higher engagement and a lower cost-per-click than with traditional display ads. The real-time tracking and optimization also helped us tweak the campaign as it progressed, ensuring it kept performing at its best.
Overall, I've found programmatic advertising to be a great way to stretch ad dollars while improving targeting accuracy. If you're looking to get more out of your campaigns, it's definitely a tool worth exploring.

Programmatic Advertising: 5 Effective Strategies

Programmatic Advertising: 5 Effective Strategies

Programmatic Advertising Revolutionizes Digital Marketing

Precision Targeting Boosts Beauty Brand Performance

Data-Driven Automation Expands Wellness Market Reach

Strategic Implementation Enhances Product Launch Success

Real-Time Bidding Improves Campaign Efficiency