Programmatic Advertising

Overview

Programmatic advertising refers to the use of automated systems and data to make media buying decisions without human intervention. This automation makes transactions efficient and more effective, streamlining the process and consolidating your digital advertising efforts in one technology platform.

The use of programmatic media buying has increased rapidly in the digital marketing world due to its efficiency, real-time capabilities, and ability to target specific audiences.

Usage Types

Real-Time Bidding (RTB)

Real-Time Bidding is a type of programmatic advertising where inventory is bought and sold on a per-impression basis, via an instantaneous programmatic auction, similar to financial markets.

Benefits of RTB

• Efficiency: RTB allows for impressions to be bought and sold in real-time, resulting in higher efficiency.
• Targeting: It allows marketers to target specific demographics, geolocations, and other parameters.

Programmatic Direct

Programmatic Direct is a programmatic advertising method where ad inventory is bought directly from the publisher. This method is usually applied when the advertiser wants a guarantee on the inventory and placement.

Benefits of Programmatic Direct

• Predictability: It offers advertisers more control and predictability over their placements.
• Quality: It tends to offer higher quality inventory as the placements are often premium spots.

Private Marketplace (PMP)

Private Marketplace is a type of programmatic advertising where an exclusive RTB auction takes place. In a PMP deal, one or more publishers invite a select number of advertisers to participate in an auction where high-quality inventory is offered.

Benefits of PMP

• Exclusivity: Offers exclusive access to premium ad inventory that may not be available in the open market.
• Transparency: Provides a higher level of transparency about where ads will appear.