To date, digital advertising has traditionally been sold the “old-fashioned way” with ad sales teams extolling the virtues of individual websites and audience reach. It’s a publisher-centric approach and means agencies and advertisers need to work with multiple partners to reach their audience.

But, when technology and advertising converge, the result is programmatic buying. This is revolutionising the way advertising is bought and sold around the world as Programmatic Buying places the audience at the centre of the media buying process and already, 33% of digital advertising globally is bought through programmatic channels. This is predicted to increase to 50% by 2018.

Driving the change in Africa, AddSuite has recently been appointed to a seat on the Google DoubleClick Bid Manager desk. This follows its appointment as the first company in Africa to be made a certified Google AdSense partner. By targeting users across multiple publishers through one platform, AddSuite can now ensure relevance; efficiency and optimised impact for digital media spend. In a time where every cent matters, this is good news for brands, advertisers, publishers and the bean counters.

Says Tim Legg, managing director of AddSuite: “This appointment means that AddSuite can also now offer its clients access to an increased number of digital audiences across the continent, and in the region of 10 billion monthly ad impressions per month – four billion of these are on mobile in South Africa alone.” 

The beauty of digital and intuitive programmatic buying is that it is entirely track-able, measurable and adaptable, as reporting is real time and allows the operators scope to change tack mid-stream if need be.

While the advanced technology is automated, AddSuite’s approach is still personal hence the new positioning as being ‘The Programmatic People’.

“We understand that people are still at the heart of every decision throughout the process, but with AddSuite’s DoubleClick Bid manager offering, we are able to bring a truly differentiated product to the marketplace, providing our customers with the ability to directly connect with the audiences they want to do business with” concluded Legg.

For more information on Addsuite, visit www.addsuite.com.