Neil Kettleborough’s Guide to Smarter Programmatic Ads

Digital advertising has changed how businesses interact with consumers. The days of widespread advertisements with no thought for relevance to true potential customers are over. Thanks to the world of programmatic ad targeting, advertisers can serve relevant content to the advertising audience with pinpoint accuracy.

To quote Neil Kettleborough, a board member at Trader AI, "Programmatic advertising is one of the most effective ways to ensure you are optimising your marketing budgets whilst maximising engagement and return."

This blog will discuss the options for programmatic targeting, some of the associated technologies, how they work, and what businesses can do to ensure they achieve the best outcomes.

What Is Programmatic Ad Targeting?

In simple terms, programmatic ad targeting is a way to automatically deliver ads to specific audiences. Rather than guesswork, it uses a combination of data, algorithms, and real-time bidding to spend advertising dollars with individuals who are more likely to engage with a product or brand.

For advertisers, that means a better level of accuracy, higher conversion rates and less waste. For consumers, it means relevant content rather than irrelevant and overwhelming ads.

“Automation in programmatic advertising enhances advertisers’ efficiency when executing a campaign, reducing costs and producing a uniform level of results across various digital channels," explains Neil Kettleborough, Trader AI.

How Programmatic Targeting Works

The procedure may seem technical, but it occurs in mere milliseconds. Advertisers input their data into a demand-side platform (DSP), which will automatically enable their bids for ad space. Publishers will simultaneously utilize supply-side platforms (SSPs) to put their ad inventory online. An ad exchange brings both parties together and runs an instantaneous auction.

The bidder with the highest bid is awarded the impression, and consequently, the ad is served to the appropriate user. This process is seamless and data-driven thanks to advertising technology algorithms measuring demographics, along with browsing history, location, and other factors.

The Five Core Targeting Strategies

Programmatic advertising offers several strategies that advertisers can tailor depending on their objectives. Here are the five most common:

1. Demographic Targeting

This approach allows ads to be delivered based on characteristics such as age, gender, income, or education. It ensures that campaigns are highly relevant to specific segments of the population.

2. Geofencing

By using GPS data from mobile devices, advertisers can target users in precise locations. This is particularly useful for local promotions or events.

3. Retargeting

One of the most effective methods, retargeting focuses on users who have previously interacted with a website or app. It encourages them to return and complete an action, such as making a purchase.

4. Contextual Targeting

Here, ads are matched to the content a user is currently viewing. For example, someone reading about car maintenance might see an advert for automotive tools or accessories.

5. Data-Driven Targeting

Advertisers may include first-, second-, or third-party data to enhance their campaigns. First-party data collected from users is especially valuable, as it is accurate and complies with governing data regulations.

Neil Kettleborough noted, "The real strength of programmatic is its unique ability to integrate multiple targeting approaches for campaigns that are both precise and adaptable."

Understanding the Programmatic Ecosystem

Several platforms and technologies underpin programmatic advertising. Together, they ensure that ads reach the right people at the right time.

Demand-Side Platforms (DSPs): Allow advertisers to buy ad space automatically.
Supply-Side Platforms (SSPs): Enable publishers to make their inventory available to advertisers.
Data Management Platforms (DMPs): Collect and organise audience data for precise targeting.
Ad Exchanges: Digital marketplaces that connect buyers and sellers of ad space.
Ad Servers and Networks: Help deliver, manage, and optimise display ads across multiple channels.

These components interact seamlessly, forming a powerful ecosystem that drives the programmatic process.

Best Practices for Effective Targeting

While programmatic technology is powerful, success depends on how it is used. Some best practices include:

Know Your Audience: Understand who your customers are and what motivates them.
Leverage Data: Use first-party and other reliable data sources to inform your targeting.
Monitor and Optimise: Track campaign performance closely, adjusting when necessary.
Test Continuously: Run experiments to identify which combinations of targeting, creatives, and placements perform best.

According to Neil Kettleborough, “Advertisers who consistently analyse data and adapt their campaigns are the ones who see sustained growth and higher returns on ad spend.” Measuring Success To determine whether programmatic campaigns are delivering value, advertisers should:

Define clear goals (e.g., more conversions, higher click-through rates).
Track key performance indicators such as cost per acquisition and return on ad spend.
Continuously iterate campaigns to achieve the best possible outcomes.

The Cookie less Future: The slow transition from third-party cookies is changing the digital advertising landscape. While some may perceive this as an obstacle, others see it as an opportunity to create new strategies. First-party data, context-based targeting, and AI-based solutions will be even more prevalent in a reducing cookie environment, according to Neil Kettleborough. "A world without third-party cookies demands greater creativity from advertisers, but it is also an opportunity to create better trust and transparency with consumers." Why AI Will Lead the Way

The presence of artificial intelligence (AI) is becoming more prominent in programmatic. AI is utilized to do everything from predictive audience building to optimizing campaign performance in real time, enhancing the accuracy, speed and agility of campaigns.

We believe that AI-enabled solutions represent the future of programmatic at Trader AI. Using data together with automation empowers advertisers to serve hyper-relevant content based on user data while respecting user privacy.

The Bottom Line

Programmatic targeting is steering the future for the digital advertising landscape. It allows brands to reach audiences in more relevant, timely and cost-efficient ways. For advertisers willing to be bold, data and automation offer unlimited potential.

As Neil Kettleborough puts it best, “Programmatic targeting is not just about automation - it’s about creating meaningful connections between brands and consumers.