Programmatic Advertising for DummiesAdvertising for dummies
Dummies programmatic merchandising - All you need to know
In recent years, you may have been hearing about the enthusiasm for programmatic advertising, but you never really realized what it really meant. IAB Europe, WARC and Appnexus report "Why and How programmatic is emerging als key à real-time market success", with 50% of consumers saying they barely know what the program is.
Effective aiming eliminates "wasted indentations and cues. In order to comprehend how programmatic programming works, one must first be conscious of and understanding the multiplicity of players, ideas and instruments. This is a publishing house parcel of advertising space for sales. List the positions, shapes and dimensions of the rooms.
Ad-exchange: automatic market places where purchasers and sellers buy and resell advertising space on-line. Platforms that allow shoppers to administer multiple ad exchanges via a unified user experience and offer them automatic and real-time to get ad space or images. Platforms that work in the same way as DSP, but are used by editors.
Of course they are more complicated, but it will allow you to grasp the basics of the following processes and get an overall idea of them. Think of yourself as a business that wants to use programmatic skills to enhance and optimise the results and budgets of your online campaign. The DSP then provides automatic and real-time advertising space or impressions.
From these SSP and enclosed stock displays, DSP will select rooms that meet most of the buyer's requirements. There are three kinds of programmatics: Google Adwords is very similar, except that it does not aim at keyword queries but at advertising space, "so Adwords was the first programmatic answer without declaring itself as such at the time" (Julien-Henri Maurice, 2015).
When you are a publisher: you allow any purchaser to take part in an auction in live mode (even if you can provide a unwanted purchaser list). If you have a large amount of advertising space on your website, this is an interesting choice, especially for rooms with a small audience. It is the less lucrative way of programmatic advertising.
But you don't know who the shoppers are. As a result of this shortage of RTB traffic, some counterfeit advertisers sold advertising space that did not have it. This fraud helped to damage RTB's reputation and lead to the emergence of face-to-face software. Immediate coding was quickly taken over by agents looking for high value advertising space for their customers.
Purchasers/agencies and publishing houses are in close touch. RTB and DM differ mainly in terms of visibility and audit trail. Publishing houses restrict attendance at the auctions to a select group of purchasers according to various different selection criterias. Advantages for the advertiser are the high level of visibility and the choice of which advertisement to place on his website.
Our thinking and working methods are already beginning to shift, and their futures seem even more interesting. For Olivier Monferran, CRM & Digital Manager at Opel France, the program is the first stage in Grail's one-to-one campaign.