How Marketers Can Utilize Programmatic Advertising
What is Programmatic Advertising?
Programmatic advertising is what connects publishers and brands to automate purchases, sales, deliveries, and measuring digital ad campaigns with automated technology (AdTech). In milliseconds webpages produce targeted ads toward potential consumers that are completely customized in order for the right digital ad campaigns to be put in front of the right consumers. Publishers and content creators are a couple of the most common users of programmatic advertising and need to generate revenue in order to continue to produce high-quality content (Medium).?
How Does Programmatic Advertising Work?
SSPs (supply-side platform) and DSPs (demand-side platform) work hand in hand to deliver automatically targeted ads from the advertiser all the way to the person viewing the ad (Clearcode). SSPs are used by publishers to monetize their content by displaying ads that they have selected in their ad space. The ads are optimized to target specific users that could be potential consumers of the product or service. On the other end of programmatic advertising, brands purchase advertising space through DSPs. Advertisers can purchase inventory on an impressions-by-impressions basis in order to put their product in front of the right users.
Support of Publishers
Using the right tools and if optimized correctly publishers can maximize their profits in their available ad space and keep their viewers in mind with relevant ads catered to them (Publift). Programmatic advertising makes it simple for publishers to sell ad space and allow for easy communication with advertisers to make sure both sides of the party benefit. It is also one of the most efficient ways for publishers to generate revenue by maximizing their header bidding and raising margins.
Challenges for Advertisers
One of the biggest issues that come with digital advertising is ad fraud (Bannerflow). Ad fraud is not exclusive to programmatic advertising but can still become an issue. As impressions are the main way of seeing how well your ads are doing in the space these numbers can be skewed. Ad fraud refers to bots creating impressions rather than humans and makes it difficult to see whether your ads are being viewed by actual humans or not.?
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