We recently explored major trends digital marketers need to master in 2016. Not surprisingly, programmatic was at the top of that list. If you are in the industry, you know this advertising technology is growing rapidly in terms of ad spend and platforms used to execute it. US programmatic ad spend topped $10 billion in 2015 and is expected to double in 2016! While it’s clear programmatic spend isn’t slowing down anytime soon, the terminology around it may still be confusing. DSP, DMP, RTB, SSP, the list goes on and on. If you’re looking for some clarification around the many different elements that make up programmatic, we’ve got the answers below!
Like most people these days, I don’t go anywhere without my mobile phone. It’s what I use to look up restaurants nearby, get directions to a friend’s house, stream my favourite songs or look up reviews for my next purchase. Sound familiar? In this age, mobile phones have become our trusty, can’t-go-anywhere-without-it device, and advertisers are well aware of this dependency. As a result, making sure a brand is present in a space that consumers spend so much time in, has become a major priority.
With over 22% of the world’s population owning a smartphone, how have these go-to-devices influenced digital marketing today? Are advertisers seeing success by developing innovative campaigns in this channel? To find the answers, I explored 4 major mobile trends that brands have adopted to capture attention in the mobile space over the past year.
Read on to get the results.
This is the second article in an exclusive series that explores the complex world of Programmatic Media Buying. If you’d like to suggest a topic, please email us.
Media Buying 101: Ad Networks and Ad Exchanges
In the first installment of this series, you got a quick primer on Programmatic Media Buying. We talked briefly about how programmatic, ideally, makes our lives as media buyers easier.
But the evolution of the ad buying process towards programmatic through the years involves a multi-faceted ecosystem of exchanges, servers, data suppliers, and so much more. Together, all these technological cogs come together to make up the complex programmatic machine (and now-a-days, they can also come in one convenient platform).
Let’s take a step back and talk about this evolution, beginning with Ad Networks and Ad Exchanges. What’s the difference? How and why did they first develop and how have their roles changed in today’s programmatic ecosystem?
This is the first article in an exclusive series that explores the complex world of Programmatic Media Buying. If you’d like to suggest a topic, please email us.
An Introduction to Programmatic Buying
I’m sure you hear this word thrown around quite a bit. Programmatic Media Buying – it’s ‘the future of online advertising’ – a means to completely remove all manual processes in digital advertising.
It’s an important buzzword that many people know of and use. But let’s be honest, there’s a lot of confusion surrounding this term and few actually know what it means.
Programmatic In a Nutshell
In short, programmatic media or ad buying is the use of technology to automate and optimize the ad buying process in real-time.
A simplified example of programmatic is the use of ad networks like AdWords, which is powered by algorithms, to serve highly targeted ads at viewers.
But programmatic has evolved to be much more complex than this. Once exclusive to search and display ads, programmatic now includes many more mediums, like video, and can be done across multiple channels (desktop and mobile).
Generally, it is a catch-all term that encompasses the leveraging of big data and technology including ad networks, ad exchanges, trading desks, demand-side platforms (DSPs), supply-side platforms (SSPs), exchange-based buying of ad inventory, real-time bidding (RTB), and ad networks to serve targeted and relevant experiences to consumers across channels. On the back end of things, algorithms filter ad impressions derived from consumer behavioral data, which allows advertisers to define budgets, goals, attribution, and optimize for reduced risk while increasing ROI with ease.
That’s a lot of jargon. Confused? Me too.
Before we even begin to understand the many intricacies of programmatic media buying, we need to know why it came into demand, and define the many elements that programmatic encompasses.
So let’s break this down, and take it one step at a time.