You’re asked about your experience with programmatic advertising. Do you know how to answer?

1 What is programmatic advertising?

Programmatic advertising is the process of buying and selling digital ad space using automated software and algorithms. It allows advertisers to target specific audiences, optimize their campaigns, and measure their results in real time. Programmatic advertising can be done through different platforms, such as demand-side platforms (DSPs), supply-side platforms (SSPs), or ad exchanges.

2 How does programmatic advertising work?

Programmatic advertising works by using data and technology to match the right ad with the right user at the right time. When a user visits a website or app that has ad space available, the publisher sends a request to an SSP or an ad exchange, which then auctions off the impression to the highest bidder. The bidder is usually a DSP that represents an advertiser who wants to reach that user based on their profile, behavior, location, or other criteria. The winner of the auction then delivers the ad to the user, and the whole process takes only milliseconds.

3 What are the benefits of programmatic advertising?

Programmatic advertising offers many advantages to both advertisers and publishers, such as efficiency, flexibility, relevance, and transparency. Efficiency is achieved by eliminating manual negotiations, contracts, and insertion orders. Flexibility allows advertisers to adjust their campaigns and budgets in real time. Relevance enables advertisers to deliver personalized and tailored ads to their target audiences. Transparency provides advertisers and publishers with detailed and accurate data and analytics on their ad inventory, reach, and results.

4 What are the challenges of programmatic advertising?

Programmatic advertising may present some challenges that media sales professionals need to be aware of and address. Quality is essential, as it can expose advertisers and publishers to low-quality or fraudulent ad inventory, such as bots, malware, or inappropriate content. To ensure quality and safety, they must use trusted and verified platforms, partners, and tools, and monitor their campaigns regularly. Complexity is another factor to consider; programmatic advertising involves a lot of technical and operational aspects that need to be understood. To navigate this complexity, media sales professionals should have a solid understanding of the programmatic ecosystem, the roles and functions of different platforms and players, as well as the best practices and standards of the industry. Communication is also important when it comes to programmatic advertising, as it can create a gap between advertisers and publishers. To bridge this gap, media sales professionals must maintain clear and consistent communication with their clients, understand their goals and expectations, and provide them with value-added services and insights.

5 How do you sell programmatic advertising?

Selling programmatic advertising requires a different approach than selling traditional media, as the focus should be on the value proposition and the solution rather than the inventory and the price. To effectively sell programmatic advertising, you need to educate your clients on what it is, how it works, and what benefits it can bring to their business. You should also address their concerns and objections, such as quality, transparency, and control. Additionally, segment your clients based on their level of maturity, budget, goals, and challenges. Furthermore, demonstrate your value by showcasing your expertise, experience, and results. Offer unique and customized solutions that fit your clients' needs and objectives. Finally, provide ongoing support, guidance, and feedback to your clients to help them optimize their campaigns and achieve their desired outcomes.