Programmatic Media BuyingMedia Purchasing
Mediabuying 101: What is Program-Driven Buying?
It is the first item in an exclusively published serial that illuminates the complexity of programmatic media buying. Programatic Media Buying - it is the way of the Internet " - a means to eliminate all manually operated procedures in the field of media buying. Briefly, programmatic media or ad buying is the use of technologies to automatize and streamline the ad buying experience in near real-life.
The use of advertising nets such as AdWords, which are based on algorithmic approaches in order to place target-oriented advertisements with the viewer, is a simple example of programming. However, the programmatic has developed into a much more complicated development. Formerly intended exclusively for the searching and displaying of advertisements, today programmatic covers many more media such as videos and can be used on several different media sources (desktop and cell phone).
In general, it is a collective concept that includes the use of large amounts of information and technologies such as advertising network, ad boards, merchandising desk, demand-side platform (DSP), supply-side platform (SSP), exchange-based purchase of advertising assets, real-time bidding and advertising network to provide specific and pertinent experience to customers across multiple canals. Finally, advertising ad insertions are filtered by an algorithm that derives them from consumption behavior information so that marketers can set and lower risks by defining and optimizing advertising budget, objectives and attributes while easily improving ROI.
But before we even begin to comprehend the many subtleties of programmatic media buying, we need to know why it was asked, and we need to be able to define some of the many items that the program includes. From a historical perspective, if an ad provider wanted to place an ad with a publishers, they had to get in touch with the publishers to buy the ad stock directly.
This was a hand held operation with many interfaces that were often long and expensive. Isn' Programmatic just RTB? While Programmatic Media Buying generally means the automatization of all on-line marketing, Programmatic Direct and Programmatic RTB are subset of the generic concept.
Programatic Direkt, also known as "programmatic guarantee" or "programmatic premium", is an automatic buying transaction of secured ad stock that is not backed by auctions - highly a straightforward buying transaction. grammatic RTB is auction-based ad that includes a number of players, among them a DSP, publishers, advertisers and ad exchanges.
The DSP generally automated the purchasing procedure for on-line advertisements for marketers who use the DSP to track their campaign. Publishing house provides a stock of advertisements (real estates for placing advertisements). The RTB began as a way to help publishing houses selling "leftover" stock, but is now becoming more and more used for "premium" stocktaking (If you don't know what these words mean, don't worry).
Keep up for our coming Media Buying 101 items for more information). The DSP generally automated the purchasing procedure for on-line advertisements for marketers who use the DSP to track their campaign. Publishing house provides a stock of advertisements (real estates for placing advertisements). The RTB began as a way to help publishing houses selling "leftover" stock, but is now becoming more and more used for "premium" stocktaking (If you don't know what these words mean, don't worry).
Keep up for our coming Media Buying 101 items for more information). After all, the ad market, which is like the bottom of a market, links publisher and advertiser to make the auctions easier. Recall, in the era of old times it took a lot of research to find out which publishers they should work with, and what the perfect room for their advertisements was.
A number of measures had to be taken, among them negotiation and renegotiation before a complaint was filed - a long and drawn-out one. Program-driven technologies have not only contributed to creating a more fair and see-through media buyer platform in terms of price model, but also to consolidating your analysis workflows.
And costs will be further lowered by the reduction of personnel expenses in the advertising sales proces. Will programmatic purchasing be the future of all digital advertising? There is still much to learn, both from experienced and new marketers, when it comes to programming. However, programmatic advertising spending is expected to increase at an exponential rate.
Programatic shopping is and is not (only) RTB, it is automatic, and it is still bewildering, even after all the explanation. All the other programmatic items, what kind of methods should you use and what about frauds? Keep up to date as we take you through the exciting worlds of programmatic media buying.