What is Programmatic Advertising?
“Programmatic” ad buying typically refers to the use of software to purchase digital advertising, as opposed to the traditional process that involves RFPs, human negotiations and manual insertion orders. It’s using machines to buy ads, basically”
Why does it matter?
“Efficiency. Before programmatic ad buying, digital ads were bought and sold by human ad buyers and salespeople, who can be expensive and unreliable. Programmatic advertising technology promises to make the ad buying system more efficient, and therefore cheaper, by removing humans from the process wherever possible. Humans get sick, need to sleep and come to work hungover. Machines do not.”
While we optimize campaigns using standard metrics such as impressions, clicks, completion rate, etc.; we also set online KPIs. Conversion and Engagement metrics using third party site pixels can offer attribution to online ad campaigns.
Digital ad buying leveraging big data and technology including ad networks, ad exchanges, trading desks, demand-side platforms (DSPs), supply-side platforms (SSPs), exchange-based buying of ad inventory, and real-time bidding (RTB) to serve targeted and relevant experiences to consumers across channels.
Multiple targeting strategies identifying “in market auto intenders” online using behavioral and audience targeting for one-to-one direct messaging.
Ad message served via Real-Time Bidding (RTB) to maximize efficiencies.
- Supply-Side Platform (SSP): a technology platform that enables web publishers to manage their ad space inventory, fill it with ads, and receive revenue
- Demand-Side Platform (DSP): a system that allows digital ad buyers to manage multiple ad exchange and data exchange accounts through one interface