Summary
Characteristics of programmatic advertising
Programmatic advertising involves three parties:
the Internet user who is the target of the advertising messages;
Advertisers who want to acquire the best advertising spaces in order to increase their visibility. They use Demand-side platforms for this, which automatically buy them on ad exchange platforms. These DSPs are also in charge of optimizing their marketing budget;
publishers who offer advertising spaces on various channels such as websites, mobile applications, social networks or connected televisions. They use SSPs or Supply-side platforms whose mission is to sell their advertising inventories automatically.
Purchases and sales are made instantly online at marketplaces called ad exchanges. They are carried out by algorithms managed by artificial intelligence.
In order to offer suitable advertisements, bulgaria telemarketing they analyze the behavior of Internet users as well as their interests. They also identify advertising inventories that can meet the needs of advertisers so that they can buy them. These tools finally ensure that there is a certain consistency between the advertisement and the content of the page that will host it.
It is therefore this entire automated transaction process that forms programmatic advertising , since it does not require any manual intervention. It supports any digital advertising format such as displays, graphic or video ads. As part of a company's advertising campaign, it can be implemented by a digital marketing agency such as Digiperf .
The 3 types of programmatic advertising
Businesses have the choice between the following 3 forms of programmatic advertising:
RTB or Real time bidding, which consists of selling advertising space at auction in real time. Publishers therefore grant it to the highest bidders;
PMP or Private Marketplace is a private advertising market where only carefully selected advertisers can bid on publishers' inventories. They can choose this advertising mode in order to have better control over the displays that will appear on their spaces;
Programmatic Direct, in which negotiations are conducted directly between publishers and advertisers. The latter often prefer this option because it allows them to more precisely target their ads based on the sites where they will be placed online. Transactions are priced according to the principle of costs per thousand impressions , i.e. the advertiser pays for a campaign that provides 1,000 displays of their promotional message.
