c Dayan Candappa

o Addressing Corporate World’s

Legal Issues Efficiently

v 10
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14

Paul Wordley

18 c
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Maz Pawar t
22 e
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Wesley Flores
s
 Editor In Cheif Prashant C.
Managing Editor Ehsan Jami
Publishing Control Team Alexis, Michael

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editor’s note
Embodiment of a Creative and Distinctive Mindset,
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PAUL WORDLEY
Founding Partner - Wordley Partnership

14 | September 2023
 ADDRESSING CORPORATE WORLD’S
LEGAL ISSUES EFFICIENTLY

B
y blending his years of expertise and
knowledge in the legal field, Paul Wordley
co-sculpted L&G Wordley Partnership with
his other partners in 2019 to provide an edge to the
business world.
A well-known expert in the area of advisory,
complex claims, dispute resolution, and coverage
issues in the international insurance and reinsurance
markets, Paul Wordley has been involved in a
number of high-profile international insurance and
reinsurance claims in recent years. He possesses
over 35 years of rich professional work experience
as a legal practitioner.
Mr. Wordley has been credited with representing
clients in several successful multi-billion-dollar
mediations. In academics, he did Bachelor of Laws
(L.L.B), from the University of Bristol, qualified as
an English barrister and then as a solicitor.
Wordley Partnership-Covering the entire
Spectrum of Corporate Arena
London-based L&G Wordley Partnership is a
commercial law firm with particular expertise in all
aspects of dispute resolution, commercial problem
solving, and insurance and reinsurance coverage.
The team of experienced and qualified partners,
working on some of the largest and most complex
disputes across the globe, is providing
comprehensive end-to-end services.
With proven track records they have consolidated
that expertise into their own firm. They are often
instructed to advise boards and directors of
companies on legal liability, asset recovery and
preservation as well as advising on strategies to
resolve disputes and limit liability, whether that be
working in the background or openly in arbitrations
and litigation. Their expertise extends to
prosecuting claims where required and they have a
strong track record of success. In addition to
disputes, the firm has a significant non-contentious
capability.
L&G Wordley Partnership stands distinctively for
its exemplary single-point service in the related
field and it is evident from the number of cases
successfully handled by the firm since inception.
Wordley’s wide practice areas include;
Commercial and Corporate
Commercial Real Estate
Dispute Resolution
Employment
Insolvency
Insurance and Reinsurance
International Arbitration
Regulatory
“Our main challenge constantly is to provide a
personal and responsive service to clients whilst
offering best in class/large firm capability,” said Mr
Wordley while talking about the major challenge he
has been facing in the business.
L&G Wordley Partnership intends to increase its
presence on the global level, it has exciting plans to
grow based on the industry know-how and skillsets,
replicating their London and associated US
operations in key strategic markets and locations
around the world.
Awards and Milestones
Teamwork, investing in people, loyal clients, and
faith in success were the key contributors behind
Paul and his firm’s success. Presently, L&G
Wordley Partnership has become a renowned legal
firm and it has been honoured with multiple awards
like:
2021 Global Awards Winner of Insurance &
Reinsurance Law Firm of the year in the UK
2020 Global Law Experts Winner – Insurance &
Reinsurance Law Firm of the Year

15 | September 2023
 2020 M&A today Global Awards Winner as will catch up with colleagues with whom I am
Insurance & Reinsurance Law Firms of the Year working on matters. Usually, I will find some time
to work on a particular matter or piece of work. My
Ranked in 2019 Chambers UK
downtime is spent reading and exercising.”
Paul Wordley has also been also recognised as:
Favorite Book
2020 Global Law Expert in Insurance &
“Prisoners of Geography and its sequel Power of
Reinsurance, in 2020
Geography which I am reading now are two of the
Leading Insurance Coverage and Complex most thoughtful and influential books on how
Claims Lawyer of the Year Awards geography has shaped the geopolitical landscape in
the past and how it will influence it going forward
Who’s Who Legal – Insurance & Reinsurance
through this century,” shared Mr Wordley on being
2021.
asked about his recent favourite book.
He was also featured as an expert in both
Words of Wisdom
Insurance & Risk Management 2020 Virtual
Roundtable and the Insurance & Risk Management For Companies -The business world needs to be
2020 Expert Guide. more engaged in the work-life balance that
professionals need to have. A successful career,
Clientele & Unbreakable Faith
high-quality work, and good clients doesn’t have to
“Our expertise is geared towards advisory, complex be aligned to working all hours.
claims, dispute resolution, and coverage issues in
For Aspiring Entrepreneurs - Follow your
the international insurance and reinsurance markets.
instincts, do not be afraid of failure, aim to do
L&G Wordley Partnership is therefore acting for
something you enjoy, seek to do it as best you can
policyholders, insurers, brokers, intermediaries, and
and stay focused.
reinsurers as well as directors and advisory boards.
They tend to develop and maintain relationships
with senior people whether management or owners
and provide a personalised service to suit their
needs and tend to work with our clients as they
grow as a trusted adviser,” asserted the visionary.
A Day in Paul Wordley’s Life
While talking about his daily routine, Mr Wordley
said, “When working I spend a couple of hours on
emails and conference calls, the timing of which
depends on where in the world the client is. Then I

16 | September 2023
 MAZ PAWAR
CEO - SA CAPITAL PARTNERS, LLC

18 | September 2023
 AN EXPERT FINANCE PROFESSIONAL,
EMPOWERING BUSINESSES WITH UNRIVALLED
FINANCIAL SERVICES
T
he innovative financial service firm with
several accomplished substantial
transactions, SA Capital Partners is an
outcome of Maz Pawar’s pure zest for creating
solutions for lower middle-market businesses going
through the process of mergers & acquisitions,
capital raising across different industries. Initiated
with the basic operations of providing financial
support and deal with inefficiencies in lower
middle market business, today has become a
reputed name in the industry.
A trusted partner in numerous M&A and
investment deals, SA Capital offers expertise in its
service portfolio inclusive of Raising Capital,
Selling a Business, Acquiring other businesses,
Corporate Advisory, Financial Reporting, Financial
Models, Investment Banking, Private Equity, VC,
Family Office, and Financial Services. It aspires to
give all the tools necessary to complete any
transaction. SA Capital primarily works with small
business in the lower middle market, early-stage &
start-ups. They spend a lot of time understanding
their businesses and strategize with them
throughout the process.
The Man Behind the Brand
Maz Pawar is the Founder & CEO of the SA
Capital Partners. Having gained rich expertise in
financial services, Maz established the reputation of
SA Capital as a trusted and reliable financial firm
known for its ethical and innovative practices. He is
also the Managing Partner at Pawar Capital
Investments. Earlier, he was the President at Auctus
Capital Partners.
Mr Pawar has been in the investment banking space
for over 15 years and worked with many different
industries. Currently sharing his wisdom in the role
of a strategic business leader in finance with some
of the emerging companies, Maz is providing them
all the tools necessary to complete any transaction.
19 | September 2023
The Inception Story
A Capital Partners was founded on an
understanding of the Most bulge bracket investment
banks do not get involved in these types of
transactions and therefore have deal minimums, not
to mention an incomplete understanding of the
lower middle market itself.
“We feel that the lower middle market is the most
crucial market in the US economy but also the most
underestimated and under-serviced as well. While
boutique investment banks work in the lower
middle market while charging large fees and
utilizing other shady practices to supplement their
uncertainty, we want to give small business owners
an alternative to completing transactions. We
understand the lower middle market, and we have a
track record for using our knowledge to help small
businesses, no matter what step they’re on in their
path to financial success”, states Mr Pawar.
What Makes SA Capital Unique?
SA Capital Partner’s financial services industry
specialists provide comprehensive, integrated
solutions to banking transactions. Their breadth of
services and industry knowledge allows them to
understand each client’s unique business needs. SA
Capital’s goal is to make all financial services
available to every small business. Many small
businesses do not have the ability to pay large fees
to investment banks. SA Capital Partners cares
about clients and that’s why they have a 100%
satisfaction guarantee.
Further, Maz Pawar shared, “Our professionals are
experienced in most transactions. Our packages will
make it simple to complete any transaction. We
have partnered with 100’s Private Equity Groups,
Venture Capital Groups, Family Offices, Investment
Banks, and other Lenders to help give small
business owners the introduction needed to
complete any transaction. We help give business experienced professionals quickly identify issues,
owners specialized attention and advice when come up with solutions, and provide a fix for you
considering any transaction.” that are quick and targeted.
Service Portfolio Hiccups on the Way & the Driving Force
SA Capital aspires to be the leading financial While talking about his major hurdle in the business
services firm for lower middle market small Maz said, “The biggest challenge was servicing our
businesses by providing alternatives to investment clients the right way and ensuring we gave them the
banking. And, they offer all the necessary tools value they expected.”
businesses require to complete capital raising, as
“I was able to get to this stage in my career with
well as mergers and acquisition transactions. Here
hard work, dedication, and self-accountability. I feel
is the list of service offered by the firm;
my perseverance allowed me to continue to push
Raising Capital: Capital rising requires a lot of forward,” he further added.
determination and patience. SA Capital comes up
A Day in Maz’s Life & His Hobbies
with the tools to raise capital for small business,
and better yet, they know the clearest path to Maz feels there are many things that help push him
putting the stress of capital behind and your focus through the day, exercise is very important and
back on growing your business and brand. allows him to push through the day. He is also a
Selling Business: Buyers aren’t the only ones firm believer in reading and journaling. He tries to
who are interested in a business going up on the spend time reflecting on his thoughts and set daily
block. Smart sellers are coming to the table with a goals. Maz also enjoy spending time with his two
clear understanding of their business’ competitive sons and travelling with his wife.
position in the market, a realistic asking price, and Future Outlook
knowledge of a potential buyer’s suitability. It is
important for you to understand your company’s SA Capital is pushing to be a staple in the industry
value and have the right plan in place. The SA for all early-stage companies/ start-ups who are
Capital team is here to help make sure you know trying to raise capital.
the ins and outs of your business to maximize what A Piece of Advice for Aspiring Female
you get for it. Entrepreneurs
Acquiring other businesses: Melding two Don’t Be Afraid to Fail.
companies together is tough. The combination of
two cultures doesn’t always work out.
Mismanagement of either company during the
process could lead to turnover, which is the last
thing you need during that transition. When
acquisitions work out, changing mature, low-value
businesses into much higher-value, growth
businesses, and all the shareholders are winners.
For each buy-side engagement, the experienced
analysts at SA Capital will help identify potential
acquisition targets & provide the necessary market
research. They also help in raising capital to acquire
these businesses.
Corporate Advisory: Whether you need business
growth advisory, owner advisory, or
business/investor readiness, SA Capital offers a
range of consulting and advisory services. Here,

20 | September 2023
 WESLEY FLORES
Managing Partner - Simatree

22 | September 2023
 THE SOLUTION ARCHITECT, EMPOWERING
BUSINESSES WITH SIMATREE MAGNIFICENTLY
W
esley Flores is a man of
many hats; enjoying the status of a
recognized business transformation and
solutions leader, a visionary IT professional, a
solution architect, a renowned international
speaker, blog writer, business management
consultant, and an ardent leader behind one of the
renowned IT, Data, & Analytics solution company,
Simatree.
Simatree is a specialized business and technology
professional services firm. They target solutions for
the clients that meet their most strategic objectives
with a focus on insights from data. They support
advanced data solutions and digital transformation
programs across a range of industries.
Owing to his invaluable experiences, Wes Flores is
successfully going on the path of being a solution
architect; solutions that involve strategy, business
processes, systems, and data architecture. With 25
years of experience across the end-to-end
information technology ecosystem with deep
expertise in the data & analytics field, Wesley has a
proven track record and a passion for setting up
high-performance teams and implementing
world-class information management platforms. He
has acted in IT leadership roles as CTO to support
CIO’s success through driving mature and lasting
IT strategies. He has the ability to effectively
communicate key strategies, gain stakeholder
alignment, and drive user adoption in support of
key technology and organizational goals.
“I learned how to design and build software very
early in my career, which helped me to understand
how databases and applications can do amazing
things. My path continued from building software to
building out large-scale enterprise data platforms,
which opened a larger world of technology. Yet, the
common goal of all these implementations was to
meet the needs of the user and to make the process
fundamentally better. To this day, I still enjoy
23 | September 2023
finding solutions that others may miss or
recommending the approaches that bring superior
results,” states Wesley.
What Factors influenced Wes Flores to be a
Speaker?
In the words of Wes Flores- he believes
understanding the “people, process, and
technology” paradigm is key to solving problems
holistically. It has led him to focus on the full life
cycle of application and data development projects.
This allows him to get a deeper understanding of
the purpose of a project and how to achieve an
optimal solution for it. Data is the common thread
that ties everything together, which has also
fascinated him. He has often thought about data. If
he sees a problem, he has already started to
envision the data model needed to solve it. He has
been passionate about solving problems because he
has always enjoyed helping others. He sees
activities such as writing or speaking enable him to
help in broader forums.
Client Strategies & Ethics
The clientele of Simatree includes the Public
Sector, Insurance, Telcom, Healthcare, and Retail to
name a few. One of the early clients once said to
Wes Flores, “the proof is in the pudding”. For some
reason, this has always resonated with him. He
believes that following best practices are important,
but without delivery, they are only good ideas. They
build trust through execution. One thing to watch
out for is a potential expectation gap with clients.
Effective communication is the key to managing the
expectations of clients upfront.
Hurdles on the Way
Growing is hard when you launch a start-up,
especially for a business that relies heavily on a
proven track record such as consulting. Simatree’s
partners had extensive networks within certain
industries and areas of expertise that allowed them
to gain opportunities based upon their personal
brand. From this point, Wes’s goal was to establish
a new reputation for the company across industries.
Wes and the whole team have been excited about
the successes they have been able to bring to their
clients thus far and the new ones on the horizon.
The Driving Force
While talking about his driving force, Wes Flores
shared, “I think that we all need help to get to
where we are today. We can rarely take credit for
accomplishment all on our own. I do feel that my
personal faith and my teams have had the most
impact on my career success. My faith has helped
to keep me grounded in keeping the right priorities
at work and home. I also believe in the value of
building amazing teams to empower them, finding
the right talent, and supporting their growth. Having
an amazing team does not happen easily and it has
been my privilege to have amazing teams over the
years. My teams have had an amazing impact on
me personally and on the program successes we
accomplished together.”
Contribute to a More Balanced and Equal
Industry
When asking Wes Flores about a more balanced and
equal industry, he shared, “We can do a lot every
single day to keep our business practices balanced
and equal. In fact, I think this carries into all aspects
of running our business, serving our clients, and
building empowered teams. I have been fortunate to
have Business Partners that strive to ensure we do
not carry biases into the workplace. This is
something that is frankly infectious, so as business
leaders, we should understand that we need to lead
by example. I see the positive effects of this tone
that is set by our leadership and I am very proud of
it.
Favourite Book– A Cry in the Wilderness by Keith
Green
Future Roadmap
In a world that is exploding in data more rapidly
every day, this drives strategic needs and
opportunities for Simatree’s clients. This enables
the team to be a critical strategic partner with the
clients, including how technology and venture
investments can support their strategic objectives.
24 | September 2023
This continues to lead to more exciting
opportunities to serve new and expanded
transformation programs. The expansion of data use
cases around process automation, data quality,
artificial intelligence, and the like continue to open
new solutions every day. There have been vast
needs and opportunities around both innovation and
transformation. Ultimately, Simatree is focused on
becoming a recognized leader for these programs
across multiple industries.
Feathers in the Cap
Simatree has been awarded several awards
including:
Selected as the Most Innovative Business &
Strategic Advisory Firm 2020 by Acquisition
International.
Listed as one of CEO Views Top 50 Most
Innovative Companies to Watch in 2020.
Named one of Silicon Review’s 30 Fastest Growing
Companies to Watch 2020
Named one of CIO Applications Top 10 Analytics
Solution Providers for 2019.
Wes Flores has been awarded several awards
including:
Information Management Magazine’s – TOP 25
Information Managers
Computer World BI & Analytics Perspective’s- Best
Practices in BI and Analytics
A Piece of Advice for Aspiring Female
Entrepreneurs
Our own perspective can either be hindered or
energized based upon the prejudices that exist
around us. Wes Flores suggests women not limit
themselves by others’ negative views, as to not
allow those prejudices to change their own mindset,
and when you are faced with roadblocks and
challenges, you can look to those you admire for
encouragement. Some of the most important
accomplishments in the world were accomplished
amidst great adversity. The right thing is often not
the easiest, so stay true to your passions and
pursuits, things have a way of opening for you.
 6 Online Services to Help Grow Your
Small Business

Today, online business services are more affordable and accessible than ever before. Entrepreneurs have access to
a vast array of tools and services that can help them grow their businesses with minimal costs and maximum
efficiency. These services offer small business owners practical solutions to a variety of challenges, including
those related to sales, marketing, customer service, finance, operations, and general business management.
Plus, the low cost for many of these services enables small businesses with limited budgets to benefit from the
same technologies used by larger companies. In this article, Greater Prairie Business Consulting, Inc. explores
some online services that will help you take your business to the next level !
Customer Data Platforms
A customer data platform (CDP) will help you gain deeper insights into who your customers are and what they
want. A CDP is a type of software aimed at helping businesses consolidate and manage customer data from
multiple sources, such as website activity, email marketing, and social media, to create a unified view of each
customer. As a result, you will be able to make more impactful marketing decisions. Look for a CDP that
leverages AI and machine learning to collect and process data automatically, so you can deliver
ultra-personalized experiences to shoppers in real time.

26 | September 2023
Online Business Formation Services
Using an online business formation service can save you time and money when you are setting up or growing
your business. Most online business formation services offer expert guidance and advice, which can be helpful if
you are not familiar with the legal and financial requirements of starting a business. For example, if you want to
form an LLC to prepare your business for scalable growth, using an online formation service will ensure your
business complies with all laws and regulations, such as forming an operating agreement and naming a registered
agent.
Position Yourself to Secure Funding
Growth often comes with a cost. If you need a loan to fund your project, keep in mind that lenders will scrutinize
your financial history. This entails that you have a solid understanding of what your credit score is, and if it needs
to be improved, work on ways to drive down your “bad debt” and pay all your bills on time. A FICO score of 740
and above is what you’re aiming for.
Website Monitoring and Analytics Platforms
If you’re looking for ways to improve your website performance, start with website monitoring platforms like
Google Analytics. Monitoring and analytics platforms can help you identify issues with your website’s
performance, such as slow loading times, broken links, or other errors that can hurt the user experience. At the
same time, these platforms make it easy to track visitor behavior, including which pages they visit and what
actions they take on your website. VCDWeb.com explains that this can help you identify opportunities to
improve your website and optimize your marketing strategy.
SEO Tools
SEO (Search Engine Optimization) tools can be incredibly useful for small businesses looking to grow their
online presence. Utilizing these tools, you can optimize your website content and structure to rank higher in
search engine results. This increased visibility can lead to more organic traffic to the website, which often results
in more leads, sales, and revenue. Additionally, SEO tools can help you track your progress and analyze your
competitors, which will give you a significant advantage in the online marketplace.
Email Marketing
If you are looking to grow your business, email marketing is a fantastic tool to have in your arsenal. By sending
targeted and personalized emails to your customers, you can build stronger relationships and encourage shoppers
to keep coming back.
The Ao get started, gather a list of email addresses from your customers and website visitors by offering sign-up
incentives—for example, ExpressPigeon suggests special offers for first-time subscribers, a free eBook, or a
video course. Then, choose an email marketing platform that suits your needs and create eye-catching emails
featuring valuable content and clear calls to action. Remember to keep track of your email marketing analytics to
see what is working and what is not.
There are countless online services out there that can help you achieve your business goals. From customer data
platforms and business formation services to email marketing tools and website analytics software, you can find
both free and paid services to help optimize your online presence and drive sales. Go ahead and explore your
options!

27 | September 2023
 Success Factors: Uncovering the Secrets
to Business Growth
Success Factors
In today’s fiercely competitive digital landscape, businesses constantly seek ways to achieve success and
distinguish themselves from the competition. The secret to accomplishing this lies in uncovering the success
factors that drive business growth.
This comprehensive guide will delve into the fundamental elements that can enable your business to thrive and
surpass competitors. From building a strong brand identity to implementing strategic marketing tactics, we will
explore the strategies that can propel your business to new heights of success.
By understanding these crucial success factors, you can position your business for long-term growth and establish
a formidable presence in the marketplace, regardless of whether you are based in the bustling streets of New York
City or elsewhere.
So, let’s begin the journey to uncover the secrets of success.
Branding: Establishing a Strong Identity
Building a strong brand is essential for businesses looking to make a lasting impression. Your brand is the face of
your company, conveying your values, mission, and unique selling propositions. By crafting a compelling brand
identity, you can foster customer loyalty and set yourself apart. But the question is, how will you build a strong
identity?

30 | September 2023
In such scenarios, consulting a reputable branding agency becomes crucial. Their expertise and guidance can help
create a powerful brand that resonates with your target audience. However, it is important to ensure that you hire
a skilled team. And to find a reputable branding agency, you can conduct an online search. For example, if you
live in New York, you can search for “Branding Agency NYC.” However, it can be overwhelming to decide from
numerous options. Thus, it is advisable to hire agencies with a proven track record in building impactful brands.
This will help you make an informed decision and propel your business toward success.
Strategic Content Marketing: Engaging and Informative
Content marketing plays a pivotal role in engaging and informing your target audience. By creating valuable and
relevant content, businesses can establish themselves as industry authorities and build trust with their customers.
A well-executed content marketing strategy involves identifying the needs and interests of your audience and
crafting compelling content that addresses those aspects. This can include informative blog posts, engaging social
media updates, educational videos, and more. By consistently delivering high-quality content, businesses can
attract, engage, and retain their target audience, driving brand awareness, customer loyalty, and business growth.
Embracing strategic content marketing is a vital component of a successful digital marketing strategy in today’s
competitive landscape.
Search Engine Optimization: Maximizing Visibility
Search engine optimization (SEO) is a critical success factor in outranking your competitors. Conduct
comprehensive keyword research to identify the most relevant and high-traffic keywords for your industry.
Incorporate these keywords into your website’s content, meta tags, headings, and URLs. Build high-quality
backlinks from authoritative websites to boost your website’s credibility in the eyes of search engines.
By maximizing visibility through SEO, businesses can increase their online presence, reach a wider audience,
and ultimately drive more organic traffic, leading to enhanced brand visibility, customer engagement, and
business growth.
Social Media Engagement: Connecting with Your Audience
Social media engagement is pivotal in connecting businesses with their target audience. Companies can foster
meaningful connections, build brand loyalty, and increase customer satisfaction by actively participating on
platforms like Facebook, Twitter, Instagram, and LinkedIn.
Engaging with followers through interactive content, responding to comments and messages, and initiating
conversations creates a sense of community and fosters a deeper relationship with the audience. By
understanding their preferences and needs, businesses can tailor their social media strategies to effectively reach
and engage their target audience, increasing brand awareness, customer engagement, and business growth.
Last Words
Business success is the result of combining several factors. Embracing the above-mentioned strategies,
organizations can thrive, differentiate from competitors, and unlock their full potential.
But remember, continuously evolving and adapting is essential for businesses to grow sustainably.

31 | September 2023
 Programmatic Advertising – Understanding the
Programmatic Advertising Ecosystem

The automatic bidding and placement of adverts on a specific platform are known as programmatic advertising.
A lengthy, laborious process of talks, bidding, contracts, and calls for proposals goes into traditional ad
placement. On the other hand, programmatic speeds up the process to a matter of seconds. How? by handling the
selling and placement of digital adverts using machine learning and AI.
Programmatic advertising precisely leverages past traffic data and online targeting techniques, which helps
increase your company’s conversions and ROI. Place these adverts in front of individuals most likely to be
interested in seeing them.
Benefits of programmatic advertising
Using programmatic advertising in your advertising campaigns has several advantages, such as:
Relevancy
Programmatic advertising ensures that the advertisements presented to your target market are pertinent to their
interests and preferences, using its enhanced targeting capabilities. The capacity to use data more effectively and
the advantages of more efficient targeting are cited by 58% of marketers as the major reasons for their investment
in programmatic. Accessing premium content at scale came in third when it came to motivating advertisers’
programmatic investments, which increased significantly from 20% in 2020 to 50% in 2021.
Conversions and ROI
While many advertising strategies concentrate on clicks, programmatic marketing focuses on conversions.
Although clicks are undoubtedly useful for extending reach, they are insignificant if they don’t result in leads or
conversions. Conversions may rise with programmatic advertising as a result of better ad placement.
Likewise, it is not unexpected that supply chain transparency ranks as their top worry, experiencing a large
increase over the previous year (60% in 2020), given that advertisers indicate a need for greater control over
inventories at a lower cost.
34 | September 2023
How programmatic advertising works
By automating ad placement and bidding, programmatic advertising sets itself apart. This form of advertising has
several elements, including the publisher and advertiser’s side. Before beginning work, be sure to familiarise
yourself with the terminologies listed below:
Ad exchange
An online marketplace, an ad exchange, allows marketers and publishers to purchase and sell digital inventory
and bid on advertising space. Eliminating the need for them to bargain with publishers to position their media
enables advertisers to increase the efficiency and effectiveness of the media buying process.
In the digital market, bids are placed on the back end while users load the page. It can quicken and streamline
what was once a drawn-out and arduous negotiation process. However, this paradigm has certain drawbacks, such
as the increased risk of ad fraud or the challenge of determining which websites display adverts.
Ad network
Ad spots from several websites are available through an ad network. It is a technological platform that links
advertisers looking to buy digital inventory with publications. Several ad networks are frequently included in the
auction on the ad exchange.
DSP
An automated buying platform called a demand-side platform (DSP) is where advertisers go to buy digital ad
inventory. Customers can manage several accounts on a single platform.
Types of programmatic advertising
There are a few different types of programmatic advertising for advertisers.
Programmatic guarantee
With the programmatic guarantee, the advertiser has assured ad impressions on particular websites and ad space
on specific publishing websites.
Real-time bidding (RTB)
Online ad space auctions are automated by real-time bidding, giving advertisers more control over pricing and the
channels and platforms they want to publish.
Private Exchange Buying (PMP)
Privacy Exchange Buying (PMP) is a private auction for ad bidding instead of a public marketplace. Publishers
may preserve exclusivity and have control over which ads run on their pages thanks to PMP.
How to use programmatic advertising
The steps involved in traditional ad placements were as follows:
Advertisers put bids for impressions
The spot is awarded to the highest bidder
The advertisement is posted on the selected website
When a user clicks it, it generates sales.
On the other hand, programmatic advertising streamlines these processes so that they can be used right away.
35 | September 2023
Analyzes and analytics calculate competing bids to determine your ad’s most cost-effective bid and placement.
Businesses that use programmatic
Several businesses from all industries are beginning to see the advantages of employing programmatic
advertising to enhance their campaigns. These are a few of them:
Healthcare & pharmaceutical
Programmatic can assist the pharmaceutical and healthcare sectors in better targeting their clients and upholding
privacy compliance regulations like HIPAA.
Retail
The retail industry quickly realizes the value of using data and AI to develop optimized campaigns that might
profoundly impact its target audience as it emphasizes giving customers a tailored experience.
Automotive
The automobile sector increasingly realizes the benefits of using data to enhance campaigns and get quick results.
Programmatic advertising brings your campaign in front of prospects ready to convert and speeds up the entire
ad-buying process. Additionally, programmatic can help keep your brand at the forefront of consumers’ minds
because the automotive sales cycle is typically longer than that of other sectors. Audience engagement can be
effectively maintained between automobile purchases with the help of automotive advertisements that use
programmatic campaigns.
Challenges with programmatic
Ad fraud
Programmatic advertising can generate clicks and impressions from machines rather than people. It means that a
percentage of your advertising money may be spent on clicks and impressions that yield no results.
Brand perception
Your programmatic advertisements can appear on less acceptable or pertinent websites if you don’t partner with
the appropriate provider. Poor ad placement might harm your brand’s perception because your customers must
know that a computer program puts these advertisements there.
Budget
If bots rather than humans drive your clicks and impressions, you risk wasting advertising dollars on actions that
produce no results. Google is attempting to find a way to stop this fraudulent activity before it starts, though.
The Disappearance of Cookies
In the past, cookies have been used to monitor users between different browsers and websites. But, marketers
may still successfully reach their target demographic thanks to AI and machine intelligence. Cookieless targeting
uses contextual data, such as precise weather information, page information, and data science, to target the
appropriate audience with the right message.
Conclusion
While programmatic has many advantages for advertisers, it is only one part of a comprehensive and successful
AI advertising strategy. We can anticipate seeing more AI advertising solutions used in the future of advertising.
Brands may more effectively target their messaging, place ads on the right channels, and engage with customers
by incorporating these tools into their marketing mix.

36 | September 2023
 

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