Peering into the Programmatic Black Box: A Starter Guide for Pharmaceutical Marketers

Whether you’re a brand manager, publisher, agency professional, or part of a tech company in the pharma industry, this article is designed to demystify programmatic media and help you understand its potential.

If you’re new to programmatic advertising, this article will give you the essentials to understand and ask the right questions.

Over time, solli will be taking the community on a journey through programmatic learning to understand more about this crucial topic and become well-versed practitioners in this space.

What is Programmatic Marketing and Why Should You Care?

Tim Armstrong, former CEO of AOL and Yahoo, aptly said, “What can go programmatic will go programmatic.” But what does this mean for you and your work in pharmaceutical marketing?

Programmatic marketing automates buying digital ads, making it faster and more efficient than traditional methods. These traditional methods often involve lengthy proposals, tenders, and negotiations, followed by waits for performance data. In contrast, programmatic marketing leverages technology and machine learning to streamline the process, enhance targeting & performance, and ensure your advertising budget is spent effectively.

Instead of the traditional approach of purchasing ad space on specific websites and hoping to reach your target audience, programmatic marketing uses real-time data to target ads precisely where your audience is. This means no more wasted budgets on irrelevant audiences. You simply input your...