Programmatic advertising uses technology to automatically reach target audiences across digital channels at optimal times. It involves ad impressions being placed up for auction in ad marketplaces in real-time, often within milliseconds. While programmatic advertising currently accounts for around 33% of digital ads globally, it is expected to continue growing significantly. Key components of programmatic advertising include demand-side platforms (DSPs) used by advertisers to buy ads, ad exchanges that facilitate real-time auctions, and supply-side platforms (SSPs) used by publishers to sell their ad space.
2. WTF is Programmatic Advertising…
• “Programmatic’’ has become a buzzword that many people use but few
really understand.
• “Programmatic advertising is the use of technology to reach your target
audiences on whatever digital media channel they can be found, at the
best time and in the right context.”
• This is opposed to the traditional process.
4. How does it work?
• User lands on page, ad impression goes up for auction in ad marketplace.
• The ad marketplace then runs an auction among advertisers.
• The auction can be completed
within the milliseconds.
5. WTF is an Ad Server & Trading Desk…
• An Ad Server is a web based tool used by publishers, networks and
advertisers to help with ad management.
• Agency Trading Desk are in-agency teams that execute online media
buying as a managed service.
6. The Past of Programmatic…
• Why is everybody talking about it?
• It’s been 21 years since the first banner ad appeared on the web.
• Remember when booking a hotel room meant
calling a concierge or travel agent? Or when buying
stocks required being on the New York Stock
Exchange floor?
7. The Present of Programmatic…
• Already 33% of digital advertising globally is bought through
programmatic channels.
• Programmatic media buying is enjoying exponential growth in North
America and Europe, but the concept is still relatively new in South Africa.
• However, many believe it is the next big
wave in the digital marketing landscape.
8. The Future of Programmatic …
• Are premium publishers going programmatic?
• For all the ink spilled, you'd think the entire world had gone programmatic.
• At the moment, it’s mainly online ads that are
traded programmatically, but media companies
and agencies are exploring ways to sell
“traditional” media this way, including TV spots
and out-of-home ads.
9. WTF is DSP, Ad Exchange & SSP…
• A DSP is a piece of software used to buy advertising in an automated
fashion.
• An ad exchanges is a digital marketplace that enables advertisers and
publishers to buy and sell advertising space, often through real-time
auctions.
• A supply-side platform is a piece of software used to sell
advertising in an automated fashion. The yin to the DSPs’
yang
10. Cons of programmatic…
• A lot of advertisers still don't understand programmatic. They hear real-time
bidding and think bottom-dollar auctions.
• Programmatic buying comes with a risk of fraud.
• Ads bought programmatically can end up in the
wrong place.
11. Pros of programmatic…
• It’s cost-efficient
• It frees up the time of marketing personnel.
• Programmatic is wide-reaching.
12. WTF is RTB & Second Price Auction…
• Real-time bidding refers to the buying and selling of online ad impressions
through real-time auctions that occur in the time it takes a webpage to load.
• Second price Auction avoid massively outbidding a
competitor !
16. WTF is CROSS-DEVICE TRACKING …
• Cross-device tracking identify users across smartphones, tablets and
desktops.
• Cross-device tracking DETERMINISTIC platforms ask their users to sign in
on every device.
• Cross-device tracking, PROBABILISTIC is a well-informed
estimate.
21. WTF is Targeting…
• Retargeting focuses on a consumer’s online actions (clicks, page visits)
more directly tied to an incomplete conversion.
• Behavioural Targeting sometimes, look at users past behaviour.
• Contextual Targeting seeks to serve ads in a relevant
context alongside relevant content.