A study of programmatic advertising on ad efficiency: Evidence from a digital media agency in Lagos, Nigeria
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Background of the study
Programmatic advertising has revolutionized digital marketing by automating the buying and selling of ad space, thereby enhancing ad efficiency. In Lagos, Nigeria, digital media agencies are increasingly relying on programmatic advertising to optimize ad placements, target specific audiences, and improve campaign performance. This technology-driven approach allows agencies to leverage real-time data, machine learning algorithms, and advanced analytics to make informed decisions regarding ad inventory and budget allocation (Afolabi, 2023). The efficiency gains from programmatic advertising are evident in the increased precision of ad targeting, reduced wastage of impressions, and improved overall campaign effectiveness. Studies indicate that programmatic advertising significantly improves ad efficiency by delivering more relevant content to consumers at optimal times, which in turn drives higher engagement and conversion rates (Ikechukwu, 2024). However, the adoption of programmatic techniques also poses challenges, including data privacy concerns and the complexity of integrating various digital platforms. This study aims to investigate the impact of programmatic advertising on ad efficiency by examining its implementation at a leading digital media agency in Lagos, providing empirical evidence and identifying best practices for optimizing ad campaigns (Chinonso, 2025).
Statement of the problem
Digital media agencies in Lagos face challenges in achieving optimal ad efficiency despite leveraging programmatic advertising technologies. Although programmatic techniques offer advanced targeting and automation benefits, issues such as data integration, transparency in pricing, and concerns over ad fraud persist (Oluwaseun, 2023). These challenges complicate the measurement of ad efficiency and hinder the full realization of potential benefits. The lack of detailed empirical studies on the impact of programmatic advertising in the local context adds to the uncertainty, making it difficult for agencies to adopt best practices confidently. Without clear benchmarks and performance indicators, the effectiveness of programmatic advertising in enhancing ad efficiency remains ambiguous. Addressing these challenges is critical for digital media agencies to optimize their advertising strategies and improve overall campaign performance (Uche, 2024).
Objectives of the Study:
To examine the impact of programmatic advertising on ad efficiency.
To evaluate the challenges associated with the adoption of programmatic techniques.
To identify best practices for enhancing ad performance through programmatic advertising.
Research Questions:
How does programmatic advertising influence ad efficiency in digital media agencies?
What challenges affect the successful implementation of programmatic advertising?
Which best practices can improve ad performance using programmatic techniques?
Significance of the study:
This study is significant as it provides a critical evaluation of programmatic advertising's impact on ad efficiency. The findings will equip digital media agencies in Lagos with evidence-based insights to overcome implementation challenges, optimize ad placements, and enhance overall campaign performance in a competitive digital market.
Scope and Limitations of the Study:
This study is limited to examining the impact of programmatic advertising on ad efficiency within a digital media agency in Lagos. It does not cover other advertising methods or regions, and the results are specific to the digital market environment in Lagos.
Definitions of Terms:
Programmatic Advertising: The automated buying and selling of digital ad inventory using data-driven algorithms.
Ad Efficiency: The effectiveness of an advertising campaign in reaching the target audience with minimal waste.
Digital Media Agency: A company that specializes in planning, executing, and managing digital marketing and advertising campaigns.
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