Programmatic ad SalesAdvertising sales by programme
Vice-president of programmatic distribution and advertising activities, Guardian US said:.
Which is Programmatic Advertising & Media Purchase?
You may be new to programmatic publicity, or you may have been working in ad sales and marketing for years, but you still can't find a way to describe it as your parent would like. This is an Intro 101 programmatic promotional tool for our MarTech Landscape Series.
There is a difficulty with the word "programmatic" because it encompasses many things, and like most things in advertising techniques, it is stuck inargon. Basically, programmatically only a software-driven technique is used to automatize all or part of the ad purchasing proces. Actually, there are two major factors for the programmatic increase in recent years:
Efficient ad buying: Programatic uses softwares and technologies to automatize the ad purchasing and sales processes at speeds and sizes that people can't reach by hand. Relevance of advertising goals: Programatic allows marketers to integrate large volumes of information, sometimes from more than one source, to provide marketers with advertisements that are more likely to be of relevance due to psychological, population, behavioural and intentional cues.
Traditionally, the way to buy on-line advertising such as printed media and TV is to directly bargain with a seller to agree on conditions such as pricing, target audiences, placement and the number of prints purchased, whereupon both sides agree to enter an insert order. As we will explain in more detail below, although it is not death by chance, the company's technologies can be used to facilitate the sales and marketing processes.
One of the true assets of the program is the ability to combine automated advertising with accurate advertising direction information about tens of thousand or even tens of billions of impressions in order to attract an audience on the basis of their interests, behavior, demographic evolution and other personalities. Rather than concentrating only on where a display is placed, the programmatic focus is on who sees the display.
Marketers have their own first-party information such as client email, type of product bought, latest buyers and order number. They have all manner of purchase, creditworthiness, households' incomes and other relevant demographics of interest to marketers. Using programmatic means, advertising agencies can address specific groups via a mixture of different datasources as soon as an impact is created.
Provided the cookies or other identifiers match the advertiser's targeted advertising criterias, the ad purchase system (Trading desk oremand side platform) will offer the print copy of the ad on its own. During campaign collection, the system learns which type of attribute, as well as daytime, site and other dimension, works best and makes changes on-the-fly.
Initially, the concept was programmatically synonymous with Real-Time Bidding (RTB), which - you guess it - is technology-based ad impression bids in a real-time environment. There are two ways of auction-based RTB: on open advertising markets or on privately owned markets. Basically, every purchasing plattform has at its disposal open stock markets where stocks from many locations are auctioned.
As a rule, publishing houses do not make their entire inventories available on open stock markets. That is part of the reasons why the RTB side of the programmatics got a poor report because it only had acces to remaining, inferior stocks. However, today, people are working programmatically to resell all kinds of inventories, as well as cross-device and portable inventories.
Cheating is still a very big topic, but effort such as the opportunity for marketers to offer visible perceptions and scam control programmes integrated into the programmatic purchasing cycle are part of the effort to tackle the matter. It' still an RTB online bidding platform, but the purchaser knows what site the advertisements will run on, and the publishers know what advertisements the purchaser will see alongside their contents.
Its programmatic advantage is the use of targeted information and the possibility to buy images in near future. The majority of purchases of RTBs are still made on open markets, but sales on privately held markets are increasing. Many stock markets now provide access to privately owned markets, among them AppNexus, Google Ad Exchange, Kantar Media and MediaOcean. Programatic Direct is a way for sellers and marketers to facilitate the purchase procedure of assured and favorite ad stock directly purchased by the publisher's sales force, while providing more visibility than traditional channel marketing.
No auctions are held in programmatic sales. Normally, there are two kinds of programmatic sales. Programmatical transactions are concluded for reserved stocks at a specified time. Unlimited fixed-rate transactions give immediate purchasers first opportunity to buy stock at a specified time. The displays are then program-controlled and administered in both cases and offer all the advantages of programmatic aiming.
As it is an ad technique, there is now a ludicrous number of words to describe almost the same thing: Programmatic Direct, Programmatic Guaranteed, Automated Guaranteed, Programmatic Reserved and Programmatic Premium are all relatively interchangeable. What is the popularity of programmatic advertisement? eMarketer says 2015 is the year in which programming became the dominant way to buy and sell signage in the U.S., accounting for over 55 per cent of ad sales.
Ad Exchange and Facebook are the dominating programmatic ad vendors (and more and more often even vide vendors). The programmatic presentation is predicted to increase by 37 per cent in 2016, forecasts eMarketer, with spending rising from an estimate of 14.88 billion dollars in 2015 to 20 billion dollars.