Advertising through programmatic means is continually evolving. There are so many options out there, from online ads and video to digital out-of-home, streaming, voice and TV that it can be difficult to understand them all.
Automated buy and sell of digital advertising space is known as programmatic advertising. It was previously necessary for advertisers to order, set up, and report on ads manually before the advent of programmatic advertising. Through programmatic advertising, the process is streamlined, resulting in enhanced efficiency and effectiveness. With the help of programmatic platforms with built-up inventories and databases, publishers can access any formats and channels programmatically.
A brief, multi-step overview of programmatic buying is below:
This entire process occurs in an instant, despite the many steps involved. Additionally, algorithms and analytics are used to determine which bid is the most cost-effective.
Depending on the historical surfing data and online profile of the user who clicked on the ad, the bid for your impression will be higher if the user is a strong potential customer for your ad.
Whenever online advertising space is purchased, there are two sides: sellers (publishers) and buyers (advertisers). A computerized platform facilitates the transaction on an ad exchange: the supply side (SSP) and the demand side (DSP).
Advertisers can buy ad impressions on publisher websites through DSPs, which are made available via advertising exchanges and networks. Advertisers can also target specific audiences using such information as location, age, online behavior and more. Advertising is done through auctions. The DSP Ad impressions are automatically allocated based on an advertiser’s bid price and audience targeting preferences.
A programmatic advertising using real-time bidding is just one example. RTB allows bidding for individual ad impressions, which makes it a lot more focused than bulk ad buying.
Programmatic advertising allows advertisers to buy ads across multiple exchanges and networks at once, giving them access to far more ad space. Advertising can be done at scale at a budget-friendly price with little extra work.
By using programmatic exchanges, advertisers and publishers can access real-time data and advanced reports about ad placements and performance, resulting in fast and accurate campaign optimization.
In terms of programmatic advertising, we are already in the future. In the next year or two, programmatic advertising is expected to account for the majority of display advertising spend. Nearly 88% of US display ads will be purchased programmatically by the year 2021.
TECHx, apart from being a publishing house, is also a complete media and marketing agency that helps brands convert customers through focused campaigns. The custom-tailored, goal-based digital and direct-marketing services (including video marketing) are created to help brands boost visibility, reach, and conversion opportunities. Get in touch with us at editor@techxmedia.com or chris@techxmedia.com for additional information.
This story is attributed to Omar Abdulla, Content Developer at TECHx .
Omar Abdulla is a university student with a passion for business, artificial intelligence, and technology. He is also knowledgeable about digital marketing, content creation, financial management, and coding. Omar is a team player, an active thinker, and an open-minded guy who approaches work with a problem-solving attitude. He possesses technical skills in programming and design.
