What to pay attention to? Programmatic advertising is launched on special platforms and comes in four types: private purchases, guaranteed deals, real-time auctions, and privileged deals. You need to choose one or another option based on the promotion goals.
In this article:
The essence of programmatic advertising
Benefits and risks of programmatic advertising
Programmatic Advertising area code philippines mobile Platforms and Terms
An example of programmatic advertising in action
Differences between programmatic advertising, SMM and contextual advertising
Types of programmatic advertising
Stages of launching programmatic advertising
Criteria for choosing a platform for programmatic advertising
Characteristics of offline programmatic advertising
Myths about programmatic advertising
Frequently asked questions about programmatic advertising
In-Depth Guide: How to Cut Your Ad Costs by 25% with Artificial Intelligence
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The essence of programmatic advertising
Programmatic advertising is an automated system of buying advertising using algorithms. In this system, marketing impressions or target actions are purchased through automated platforms.
Previously, to place a banner on a company's website, they had to contact the owners of Internet resources directly. Advertising on large sites was expensive, and small platforms could not compete, which limited targeting options.
The essence of programmatic advertising
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For example, if a shaving foam manufacturer wanted to show a banner to a male audience, it had to negotiate directly with a sports Internet portal about advertising, paying for all impressions. At the same time, part of the site's audience was women and minors who were not interested in this product, which led to a significant percentage of non-targeted impressions.
Distributors spent a lot of money on impressions, but could not effectively target their advertising, which led to a low number of interested customers. Added to this was the complexity of the negotiation process, since each platform had to be communicated with separately.
With the ad networks, the placement of ads on websites became more centralized. These systems united websites of different sizes and provided the opportunity to place banners on multiple sites.
Now there are auctions that are aimed at showing ads only to target visitors. When a page loads, the network system conducts an auction in a split second, determining the target audience. The best offer from advertisers wins, and the ad is shown to the desired user on the site.