what is programmatic advertising

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• Decision-making process of media buying can be automated by
targeting the specific audiences and demographics.
• Programmatic ads are placed using artificial intelligence and
real-time bidding for mobile, online display, social media advertising
and online video campaigns.
• It can further expand to TV advertising marketplaces.
• As programmatic evolves into digital out of the home, audio, and
TV, it is more important to understand the basics in order to devise an
optimized strategy.
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http://www.djaxadserver.com/

• Programmatic started off as a way of using up the remnant
inventory.
• Usually, there will be a misunderstanding that all the programmatic
are real-time advertising but it’s a way of utilizing the programmatic
techniques to make the instant purchases.
• And moreover, real-time advertising is an auction-based model
whereas the programmatic is the full breadth of automation.
• Agencies or brand uses a demand-side platform to decide which
impressions to buy and how much need to pay for them where the
publishers use a supply-side platform to sell the ad space to brands.
These mentioned platforms are matched up in real time.
http://www.djaxadserver.com/

http://www.djaxadserver.com/

• One of the very important aspects of programmatic advertising is
guaranteed impressions.
• Before the impression goes live on the website, the price is actually preagreed
by the seller and buyer.
• If the brand needs to amplify the message or we can reach to a different
audience beyond the continuous campaign where the marketers can bid
for real-time impressions.
• Programmatic is where we can buy the digital advertising space
automatically by using the computer data.
• This will decide which ads to buy and how much we can pay for them.
http://www.djaxadserver.com/

• The communication between the buyers and sellers has a vocabulary
of its own and sometimes it is like learning a new language.
• The system is buyers on one side of an equation, the sellers on the
other side and the brokers in the middle.
• Most of the time programmatic looks jargon-heavy and surrounded
in complexity.
• The traditional way of buying the digital ad space involves with the
publisher who runs a campaign, while programmatic puts the way to
control, measure and manage back in the hands of an advertiser.
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• Programmatic boils down to the use of technology and data by
enabling the marketers to make the decision in real time about the
advertisement they want to deliver to the consumer.
• We generally think that what audience we are trying to reach, at
what scale, on what kind of day and on what devices.
• We think like what we know about them demographically and
behaviourally based on the individual’s internet consumption habits
over time.
• Programmatic has enabled the marketers to move from one
straightforward media buy with the publisher to conduct media
transactions on an impression by impression basis.
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How to use the data for programmatic?
By understanding the behavioural insights which can be drawn from data
is the first step to achieve an efficient programmatic strategy.
There are three tiers of data to consider,
First party data:
It is the advertiser’s own data about their customers;
Second-party data:
It has been collected by someone other than the advertiser such as an
agency who shares the data with the brand to help structure the
programmatic strategy.
Third party data:
It is a kind of data which is available to anyone at a cost and this is actually
sold on a rate card basis.
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• Brands need to think about the potential customers.
• When we send the upgrades or new product offers to the existing
customers via messages, it is known as retargeting.
• In order to grow beyond that point, brands need to use the data to find
the new prospects, looking for the similar audience to the existing
customer base.
• We look at the data and see how existing customers are behaving on
the internet and then we look for the people exhibiting the similar
behaviours who could feasibly be a customer in the future.
• When we analyze the similar behaviours, we can able to target the
advertising for different levels of scale and accuracy.
• If we need to do a scale campaign we might need to dilute the accuracy
or if it is a targeted campaign, we can maximize the accuracy.
http://www.djaxadserver.com/

http://www.djaxadserver.com/