Programmatic Advertising

Programmatic Advertising

Programmatic advertising is a full automation tool used to decide, purchase, sell and run ads. The tool can be used to negotiate in real-time to sellers and bid on ads or keywords and is totally programmable by the user to stop at certain points those being time price usage etc. This tool keeps the buyer's emotions completely out of a bidding war and makes sure that the buyers are getting what they want for how much they want.

"SSP" and "DSP"

A sell-side platform is a platform where publishers can sell their created ads to buyers throughout the platform the people buying these ads would be considered a DSP.

A Demand-side platform is a type of tech where marketers can buy advertisements from publishers so it is the exact opposite of an SSP due to DSP being buying and SSP being selling.

Businesses that use programmatic advertising

A couple of businesses that use programmatic advertising would be Google and the Economist.

Google who basically has done everything that has ever existed on the internet partakes in using programmatic advertising they first started using it in 2014 after they saw the results of a boost in brand awareness by 50%. Google has used programmatic advertising since 2014 and that has been one of the many tools that have helped google stay on top of the internet for all this time. one of the keys take ways is that the sooner you start with programmatic advertising the better off and more successful your company will be.

The Economist is a digital and print publication and they used programmatic advertising by referencing a bunch of consumer data to generate 650,000 new prospects. using programmatic advertising the economist created more than 60 ad versions and got amazing results such as 6 million unique views 650,000 in ad revenue and a 10:1 campaign ROI those are just some of the stats that programmatic advertising did for the Economist.

Challenges and opportunities for programmatic advertisers

The biggest challenge with programmatic advertisers is Ad fraud/lack of transparency and the fact that people view programmatic advertising as a hard thing to learn and accomplish so not many people will do it when in reality it is a simple thing to do if you take the time to learn it. Ad fraud occurs when an ad is viewed by a program of some sort and basically will then give the marketer fake results because the ad was viewed but not by the desired target. lack of transparency is also an issue because there are so many steps in programmatic advertising people don't know who or where the ad comes from.

The biggest opportunities with programmatic advertisers consist of instant views real-time changes ability for sellers to sell a large number of ads to buyers and lastly it allows the ads to be very flexible and change depending on the market.