For cannabis marketers, relying on industry-specific platforms to advertise cannabis to consumers has been one of the only options available. Buying an audience Programmatic advertising solutions offer more to marketers than just buying premium digital media space to advertise cannabis. Programmatic tools are giving marketers a more efficient way to advertise on upmarket channels that aren’t solely focused on cannabis topics. PMPs — even with well-known publishing houses like Condé Nast, Hearst, Gannett, Meredith, Time Inc., and Rodale — are available to cannabis marketers. With the geolocation retargeting abilities provided by programmatic solutions, marketers can advertise cannabis to verified consumers on mobile apps when they are in airports, rental car establishments, and other travel-related locations.
Effective professional marketers know if you want to reach to a target audience, you need to meet them where they are. For cannabis marketers, relying on industry-specific platforms to advertise cannabis to consumers has been one of the only options available.
However, with the advancement of programmatic advertising solutions in the cannabis category, marketers can extend their reach to align with target audiences in the places audience members already frequent: mainstream publications, apps, and other premium channels. Programmatic tools are giving marketers...
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