A review of programmatic ad buying strategies on campaign performance: A case study of a tech company in Kaduna, Nigeria
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- NGN 5000
Background of the study
Programmatic ad buying strategies have revolutionized digital advertising by automating the purchase of ad space and optimizing campaign performance. In Kaduna, tech companies are increasingly relying on programmatic ad buying to achieve efficient and targeted advertising outcomes. This case study examines how programmatic strategies—such as real-time bidding, data-driven audience segmentation, and dynamic creative optimization—affect campaign performance (Okeke, 2023). By analyzing key performance indicators such as ad impressions, click-through rates, and conversion rates, this study aims to provide a comprehensive review of programmatic ad buying techniques and their effectiveness. Programmatic advertising allows companies to reach highly specific audience segments and adjust bids in real time, thereby maximizing ad relevance and engagement (Adenuga, 2024). However, challenges related to data integration, ad fraud, and transparency continue to affect campaign outcomes. This review evaluates both the benefits and limitations of programmatic ad buying strategies within the context of a tech company in Kaduna. The findings are expected to offer insights into how these strategies can be refined to improve overall campaign performance and achieve higher return on advertising investment (Ibrahim, 2025).
Statement of the problem
Tech companies in Kaduna face difficulties in fully capitalizing on programmatic ad buying due to challenges such as data fragmentation, ad fraud, and a lack of transparency in bidding processes (Chinwe, 2023). These issues result in suboptimal campaign performance, making it difficult to measure the true effectiveness of programmatic strategies. The absence of standardized best practices for programmatic ad buying further complicates the optimization of digital campaigns. Without reliable performance benchmarks, companies risk inefficient ad spending and reduced return on investment. Addressing these challenges is crucial for developing a robust programmatic framework that can deliver consistent improvements in campaign performance (Ogunleye, 2024).
Objectives of the Study:
To review programmatic ad buying strategies and their impact on campaign performance.
To identify challenges that affect programmatic ad buying effectiveness.
To recommend best practices for optimizing programmatic strategies.
Research Questions:
How do programmatic ad buying strategies affect campaign performance?
What challenges hinder the effectiveness of programmatic ad buying?
What best practices can enhance programmatic advertising outcomes?
Significance of the study:
This study is significant as it critically reviews programmatic ad buying strategies and their impact on campaign performance. The findings provide valuable insights for tech companies in Kaduna to optimize their digital advertising strategies, reduce inefficiencies, and improve return on investment.
Scope and Limitations of the Study:
This study is limited to examining programmatic ad buying strategies and their effect on campaign performance for a tech company in Kaduna. It does not extend to other industries or regions, and findings are subject to local market conditions.
Definitions of Terms:
Programmatic Ad Buying: The automated purchasing of digital ad space using data-driven algorithms.
Campaign Performance: The overall effectiveness of an advertising campaign measured by various performance indicators.
Tech Company: A business operating in the technology sector offering innovative digital products or services.
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