Welcome back to Marketing on Main Street. In this series, we are breaking down practical marketing tools for local businesses. Last time, we talked about paid social media and the difference between boosting posts and running full ad campaigns. Today, we’re moving into another digital strategy: programmatic display advertising.
You have probably noticed ads that seem to follow you around the internet. You look at a pair of shoes one day, and suddenly they pop up on other websites, in apps, or even on streaming TV apps. That is programmatic display in action.
Before you panic, it’s not that someone is listening to you all the time. Instead, programmatic display uses data about how people behave online, the websites they visit, the content they interact with, the products they look at, to place ads where they are more likely to be interested.
