Interested in programmatic advertising? You might have a lot of questions, or just don’t know where to start. Our programmatic display team presented a webinar answering frequently asked questions last week. This virtual event served as a link between those who know, and those who want to know. In this recap, I’ve put together a handy overview of what was covered. Ready to watch the webinar? Go get “Programmatic Ad Office Hours” in our resource library!Programmatic advertising is something that has been presented by agencies and industry experts as too complex for marketers to understand. That’s why the team focused on explaining the basics, answering questions, correcting outdated perceptions, and demystifying the subject.
How does programmatic advertising work?
The most expensive place to buy an online ad is direct from the publisher. The more cost-efficient method is to buy that same premium inventory programmatically, via open auction ad exchanges where you can bid based on how much you value the user you are targeting – maximizing performance. Leveraging programmatic ad buying gives you access to the lowest priced inventory providing the most efficient access point to a high valued user.
Users are targeted through data integrated with DSP, a buying platform. This allows the programmatic team to activate the data and apply it when buying ad inventory in real time. Real-time bidding (RTB), is how inventory is bought and sold through auction.
Programmatic uses data and RTB to buy ads that are…
- Premium spots
- Less expensive
- Quicker and easier to implement
- Accompanied by deeper and richer insights
Where does inventory come from?
Everywhere! Most sites have inventory available via the open exchange. It is also possible to set up programmatic direct deals with publishers, and compared to non-programmatic deals this means your campaign goes live faster, takes less steps, and has less touchpoints along the process. And programmatic is more than just banner ads – in-email ad units, native advertising, audio spots, and TV and video spots can all be bought programmatically.
What about brand safety?
- Pre-bid filters prohibit spending on sites that contain questionable or potentially brand damaging content.
- The ad purchase is protected with previously scrubbed data sets and a continually updating blocked site list.
- After the purchase, the programmatic team manually pulls site lists to filter out anything that may have gotten through the first two checks.
Why is programmatic so confusing?
The lumascape is overwhelming and of limited usefulness. There are many different platforms and vendors out there, and they don’t often fit neatly into one category or function.Companies that show the lumascape to potential advertisers in an attempt to confuse you. They’re aiming at your budget, not your best interests. It shouldn’t be so confusing, and it really isn’t. Beware of people who try to blow your mind or intentionally confuse you. Find a partner that you can trust to guide you toward outstanding results at scale.
Get to the point:
- Programmatic is not as confusing as you might think it is.
- Programmatic advertising can take many forms that work for you.
- Finding a partner that works with you and explains the steps will pay off.
Do you have a question about programmatic advertising? Let our team know in the comments and we’ll make sure they get answered!