Programmatic Buying EcosystemPurchasing ecosystem controlled by programs
Comprehension of the programmatic promotional ecosystem
Over the course of a century, it has become the main method used by many brand owners to conduct their campaign around the globe. None of this would be possible without the technological infrastructures that later emerged around programmatic advertisement. For the practitioner, the programming vocabulary may be a second kind, but for many in this field, the programmatic scenery can seem bewildering if it is difficult to comprehend.
Even seasoned tradtional and even digitally based marketing companies who see their own technologies as their own channels, but are struggling with the ad technologies that support them. In order to help advertisers develop their skills, Oracle recently held a online seminar where advertisers wishing to learn more about the programmatic promotional environment could learn about all the core features of the programmatic environment.
Part one of this paper looks at this environment and part two describes programmatic strategy available to the market. Let's begin with the fundamental issue: what is programmatic advertisement? Optimize in real-time on the basis of information that allows the merchant to concentrate on personal experiences rather than blocking ad times.
In this way it is very different from conventional advertisement. Rather than a statistical survey with analyses from polls and panel discussions, the programmatic approaches allow marketers to convey both a vibrant and pertinent message - because they are built on who views the images. As this is a one-on-one advertisement concept, the market can also deduce one-on-one usage insight.
The programmatic promotional environment is based on electronic plattforms and stock markets that allow the purchase and sale of promotional content via mobil, desk-top, search, play- and videos. Promoters interoperate via a so-called datamanagement solution via a supply-side solution (SSP), while marketing specialists interoperate with the DTMP via demand-side solutions (DSPs).
As with most other types of online advertising, the impact of these interaction and the impact of programmatic campaigning depends on the accuracy of the information. Primary information for any advertisers is the first-part information, which is essentially the information that is owned by them and found in places such as the advertiser's website, their CRM system, or even the e-mail information they already have with them.
Different plattforms like Eloqua, CXD and Blue Kai enable marketing companies to incorporate this information into their programmatic activities. On the other side, second person information comes from the case where the advertisers have a relation to a publishers and can use their information on demand. Sometimes, however, the scope of the first and second parties' information is just not enough.
Then it is important that marketing professionals and their agents use third parties' information to increase the scope of a marketing campaig. These third parties, aggregate and publisher, gather information that they store in the shape of cookie from their 100 websites and distribute to advertisers. Different providers such as Nielsen, Iota, and Datalogic are providing the population, geographical, and other kinds of information needed to complement first and second parties' information.
Datasets can be enormous and the amount of information can be staggering. You have to manage where a datamanagement solution comes into play. DMP is the core of data-driven merchandising. This is a unified single point of contact for collecting, organizing and activating first, second and third audience information from all sources, encompassing on-line, off-line, on and off-line, as well as on and off-line.
As soon as the demand-side information is reconciled, we can then work with various different online marketing services such as Dataxu, TradeDesk or Rockfuel to buy stocks from the market. Think of a marketing strategy where a marque uses its first-party information, but finds that much more coverage is needed.
Trademarks then purchase information from third parties that meets their unique geographical and population needs. Both of these dates are then summarized by a single dataMP. Since this is a programmatic ad placement process, another user simultaneously looking at the same page may see a totally different ad on the basis of the person's attributes.
Pixel often works in tandem with the cookie record when a particular computer is visiting a particular page, and they can be displayed throughout the site or only on certain converting pages. It' s important to realize that different kinds of pixel do different things. For example, convert pixel captures convert event.
Translation pixel is placed on the page where the market objective is reached, such as a forms page or a target page. Optimization pixel, on the other side, are placed over an whole site and serve to better define your goals for your prospection and re-targeting campaign. After all, pixel capture enables information capture organizations to easily identifies and categorize website users in an anonymous manner.
Each of these pixel helps programmatic providers keep up with the progress of a campaig. They are also used to create look like profile so that the programmatic provider of a mark can find more of his perfect public line. In simple terms, it is a mechanisms specified by an http protocoll deployed by the web site browsers to save information local.
The second part will deal with various programmatic tactics that brand can use in their campaign.