Tag Archives: RTB

Media Buying 101: Ad Networks & Ad Exchanges

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?

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Media Buying 101: What Is Programmatic Buying?

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.

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6 Powerful Online Marketing Infographics

Prepare yourself!  You won’t be able to take your eyes off the screen.

We’ve compiled our past infographics and squeezed them all into one post.  From top ads, to 2014 trends, tips to improve your real-time bidding strategy, to everything you need to know about mobile marketing.  These 6 powerful online marketing infographics tell and show all.

Mobile Advertising: From Clicks To Taps [View Post]


Online Marketing Infographic


Top Display Ads of 2013 [View Post]


Top Ads 2013|

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Meet The Media Buyer: Corey Pollack


Next up in our Meet The Media Buyer series, we talk to Corey Pollack, the Founder and President of Wave Digital Media.  Wave buys display, video and mobile advertisements online more efficiently than the competition by tapping into multiple industry leading Real-time bidding (RTB) platforms.

1) Advertisers want to increasingly hit the right consumer with the right message at the right time.  How does Wave stay competitive and do this better?

We refer to that [right consumer with the right message at the right time] as the Holy Grail in the digital ad space. Wave leverages multiple demand-side platforms (DSPs) with competitive media buying intelligence to provide a powerful mix for advertisers and agencies to achieve the Holy Grail through display, video, and mobile RTB technology.

Using our approach, we are able to target on a very personal and granular level at the absolute cheapest cost. By layering behavior, contextual, geographic, and demographic filters with machine-learning technology and human optimization, we have been able to demonstrate superior results when compared to traditional media buying. At Wave, we don’t buy impressions – we buy audiences.

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What is Real-Time Bidding (RTB)?

WRW recently launched a Lunch n’ Learn series for their staff… so we can stay in the know and serve you better! Our first guest speaker was Steve Monti, the Director of Sales for SiteScout. Between mouthfuls of burritos, we learned about RTB’s , here’s the recap:

What is Real-Time Bidding (RTB)?

RTB is an online advertising technology that enables publishers (website owners) to sell advertising inventory through an ad exchange platform on an impression-by-impression basis as each impression becomes available on a publisher’s website (in real time). Think auctions for ad space!

RTB real time bidding

Forrester Research recently issued a report that says RTB is the “fastest growing segment of the online video advertising market,” having grown more than 100 percent in the last year. RTB is expected to grow another 70 percent this year, and by 2014, it will be responsible for nearly 25 percent of all online video spending.

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