Programmatic Advertising is the use of software to buy digital media space targeting specific audiences instead of buying ad spaces in conventional media channels. For instance, buying an ad space on a website that serves a particular demography instead of buying a primetime slot on TV can be done through programmatic buying in order to reach the target audience better. The aim is to optimize & improve the quality of Ads more. So, by reducing manual labor, one gets more time to plan other things more efficiently. Programmatic advertising is basically using computers to buy ads based on certain metrics so as to ensure optimal ROI. Investments in programmatic ads reached 39 billion dollars in 2018 in the US. It is predicted that B2B companies that are slow in the uptake of programmatic technology compared to B2C companies will speed up the adaptation process in 2019.
The benefits of Programmatic Ad Networks are:
In order to choose the best possible programmatic Ad network, one must keep the following points in mind.
Inventory Size - A greater number of inventories with more advertisers ensures better competitive performance and better value for the media space.
Reputation - Good amount of Customer feedback, testimonials, and a portfolio comprising reputed brands are usually an assurance. One must preferably go with an Adtech with a good reputation in their particular niche.
Performance - When running an ad campaign, it's best to test the Ads first with a small budget; it's even better to do A/B split testing. It will help form a clearer idea of the possible analytic data of the actual Ad, thereby helping to choose the best-performing ad network.
Carefully Inspect the Underlying Technology - One must judge how much the Ad network is reliant on AI or Machine learning in its algorithms, how accurate the technology is in terms of delivering relevant ads to target audiences, how much approximations are being done with the analytical data, all these need to be assessed before proceeding with an ad tech network.
See what formats they support - Few ad networks offer multiple Ad formats like standard IAB display units, custom display units, text ads, rich media ads, video rolls, interstitials, pop-ups, pop-unders, in-text ads, search boxes, tag cloud, & other proprietary formats that are exclusive to them. Multiple formats of displaying Ads means that one can put more than one type of inventory to work and maximize a page's revenue all in one platform; one can also test them over a period of time to know which ones work best.
Customer Service - It is really important to choose an Ad network with good Customer Support because it will take you quite some time to get yourself acquainted with the software & or the working process of the ad network.
The following strategies are for beginners on how to get started on programmatic advertising platforms:
The continually growing wave of programmatic is spreading across the whole digital advertising industry, not only staying limited to displays. And now, with the expansion of attribution modeling, the touchpoints are becoming easier to understand and optimize for results. An advanced ecosystem has formed around programmatic buying, with specialized ad providers and some larger agencies leading the way by building in-house platforms. With more advancements in technology in one decade since the start of this new technique of digital ad allocation, programmatic tools are becoming essential for the sophisticated buying and selling of media.
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There are various KPIs in programmatic advertising like clicks, impressions, conversions, cost-per-conversions, revenue, ROAs, and reach.
Programmatic optimization is the process of involving a programmatic ad campaign's performance in real-time based on data.
The various kinds of programmatic deals are open-auction, private auctions, preferred deals, and programmatic guaranteed deals.