Programmatic Advertising: Real-Time Marketing (Assignment

Answer- I think I would have 3 different interpretations for the same question.

• When I was asked at my current age of 21 to use the programme that I use the most and that
has advertisements, which is Instagram, I was startled by the findings. I continued browsing
and tallied the first ten advertisements I saw. Instagram must have a sophisticated search
engine, as just 30% of my results were uninteresting or irrelevant, while the remaining 70%
were instantly or vaguely fascinating. The majority of these advertisements were for things
that I had already searched for on Amazon or another website. Despite these results, it did not
compel me to purchase any of those things, but it has in the past. To my mind, these search
engines that Instagram utilises are really successful because they eventually drive potential
buyers to purchase anything via these advertisements.

If the same question was asked of me a year ago when I was twenty years old, I would
respond as follows:

(a) Immediately of interest and relevance to me-5%

(b) Possibly interesting or pertinent in the future, but not now: 29 %

(c) 66 percent find it uninteresting or irrelevant

• The majority of the advertisements I discovered were completely irrelevant to me, such as
advertisements for retirement plans, and just a handful were mildly interesting since they
were linked to topics I enjoy. According to the findings, it is evident that the number of
advertising that the majority of internet users find relevant in real time is low in comparison
to those that are irrelevant. However, I must emphasise that I have disabled cookies.
• If the same question were asked of me two years ago: The majority of advertisements are
targeted at me based on my online activity, such as previous searches, publications
purchased, and complementary items in which I may be interested. Numerous websites
acquire this data through the use of cookies. According to the below data, the ads on my
favourite website collected a percentage of 44 percent that are relevant to me and that I may
take action on, 32 percent that are somewhat interesting but not currently relevant to me
because they were an interest in the past and may become an interest in the future, and 24
percent that are not relevant/pertaining to me.

Answer 2-

These profiles are created by analysing the behaviour and interests of visitors to these
websites, such as their interest, location, gender, age preferences, political and social
attitudes, salary, physiographic-interests and lifestyles, geographical location-zip codes, and
online behaviour such as previous search. Additionally, the potential of constructing many
profiles based on their relevance to a range of marketers or those that purchase profiling
services is created. Additionally, to use a minor example, the United States Army recruitment
organisation may wish to target a certain age range between the ages of 18–21 with an
affinity for online games and war films.

Depending on the clientele they wish to target, advertising must pick the most effective
means of communication. These lists may be rather lengthy, depending on how much
information is valuable to the potential consumer. For instance, a sizable target may be
children aged 12-18, or perhaps somewhat older, to market online video game equipment
such as headsets, displays, keyboards, or just games in general. Online display advertising
can be effective with their search engine by displaying adverts to customers when they visit
websites that may be of interest to them.

They are relevant for online display because they are a strategy for increasing the efficacy of
search engine advertising by presenting banner advertisements that are relevant to the
customer. Advertisers may display advertisements that are immediately relevant and of
interest to users by gathering information about them.

Answer 3-
The term "display ads" refers to online adverts that include text, images, and a URL that takes
the user to the company's website. Publicity takes many forms. These adverts may be static or
animated, and may include or exclude moving graphics, video, and text (also called rich
media ads). The same is true for behaviourally tailored display advertisements (constructed
from information such as what sites users have visited and what products and services users
have observed on various sites).

A significant reason search engine advertisements perform so well is that they may appear on
other websites immediately after visitors conduct a search for a particular phrase. When
behavioural profiles and display advertisements are coupled, a similar impact can be
achieved. Marketers may more precisely target their customers and provide more relevant ad
content as a result of display advertisements' ability to track users' interests based on their
browsing histories. Consumers who use search engines see advertisements that are always
aware of the search phrases put in the search box, and display advertisements that utilise
behavioural profiles may do the same.

When customers browse websites or click on advertisements, cookies are used to collect
information about them. Corporations frequently purchase this data and combine it with other
data to create a more personalised marketing approach. Additionally, they may create an
accurate profile of the browser by collecting data from the websites they visit and the things
or services they investigate and presenting them with appropriate adverts.
Answer 4-
Instant Display of Ads- When a user clicks on an advertisement, the advertisement is
immediately displayed on their screen, complete with text, images, and a link to a website
where they may learn more about or purchase the product.

In some circumstances, rapid display advertising based on previous clicks may be as effective
as search engine marketing tactics. However, clickstream behaviour has a number of
disadvantages. Predicted interests may not be solely determined by prior clickstream
behaviour, even if it was sufficiently recent. On the internet, prolonged behaviour can result
in better consequences.

As long as I can compare property costs, I am not a buyer. In the long run, it is preferable to
wait and monitor their behaviour before making a choice. A potential consumer who spends
time on the website of a high-end clothing store and then visits the website of a lower-priced
retailer is likely to be interested in the things offered by the lower-priced retailer, and hence
advertising for lower-priced businesses is a smart idea. On the other hand, the advertiser may
benefit from a display advertisement for a product that a browser user compares to other
items he is contemplating purchasing. While collecting and targeting clickstream data over a
longer length of time can be successful, it cannot be computed using only current clickstream
data in order to give the optimal product to the proper browser with this interest.