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5 Myths of Programmatic Advertising

Much like the loch ness monster, there is lore and enigma behind programmatic advertising.  In fact, some industry experts and agencies do that on purpose to confuse you. In this article, we tackle some of the popular myths and realities of programmatic ad buying to help you get in front of the mystery and make better decisions.

We bring our ad strategy and account management experience to you to share our own playbooks and expertise.  In our opinion, an educated marketer is a better marketer.  We hope this will help you take your company’s digital marketing to the next level.

In this article, we cover the following 5 myths:

• Doesn’t programmatic advertising only give me access to “leftover” inventory that isn’t premium quality?
• Isn’t programmatic ad buying the same thing as Google Display Network?
• Isn’t programmatic ad buying too expensive too expensive for smaller companies?
• Isn’t it difficult to see where my ad dollars are going with programmatic?
• Isn’t programmatic ad buying just banner ads?

Article Excerpt

Here’s a taste of what you’ll find in the article:

Doesn’t programmatic advertising only give me access to “leftover” inventory rather than premium quality inventory?

No! Programmatic offers access to almost every site on the internet. There is so much available inventory as every new page load brings a swath of new inventory. Billions per second. Because of this, most of the inventory from sites with inventory is auctioned and sold through an ad exchange. Essentially, we’re bidding on premium inventory that is being sold in an auction format because the publisher (the website owner, in other words) didn’t sell ahead of time. Networks and exchanges manage this inventory and supply-side platforms (SSP) make it available to demand-side platforms (DSP) for programmatic buying. However, programmatic header bidding has made publisher direct inventory available by allowing sources to bid on the inventory alongside other inventory in the auction. DSPs also negotiate private deals with publishers—a setup called programmatic direct, which guarantees available impressions on a network to
the buyer.

Programmatic advertising offers access to almost every site on the internet. There is ample available inventory as every new page load brings a swath of new inventory.