2. Definition
Programmatic buying is the process of executing
media buys in an automated fashion through
digital platforms such as: exchanges, trading
desks, and demand- side platforms (DSPs). This
method replaces the traditional use of manual
RFPs, negotiations and insertion orders to
purchase digital media.
3. What is Programmatic
Programmatic advertising is an automated, technology-driven method of buying,
selling or fulfilling ad placements
Within programmatic, there are two main subcategories: RTB and programmatic
direct
4. Real Time Bidding
Real-time bidding (RTB) is a digital advertising technology that lets marketers buy
and publishers sell display ads dynamically, in real time, on an impression-by-
impression basis.
The act of buying digital inventory from multiple publishers on an impression by
impression basis, typically involving an auction pricing mechanism.
5. Previous and Now on Programmatic
Digital advertising used to be bought and sold manually. Ad networks bought ad
impressions ahead of time from a lot of different sites and apps and repackaged
them to be sold to advertisers with no transparency.
This process involved salespeople, RFPs, and a whole bunch of human error. The
process was inefficient and unreliable.
Now
With programmatic advertising, digital ad buying is faster, more efficient, and less
expensive. Also, advertisers now have more granularity into their advertising
campaigns by paying for impressions individually and using a dashboard to
strategically manage and target their ad campaigns.
6. Programmatic Guaranteed
Open Market
PMP – Private Market Place
PG – Programmatic Guaranteed – Another way to buy via auction, however the
impressions are guaranteed on the slot of the Publisher.
This needs to be set via Deals which involves Advertiser and Publishers consent on
a Fixed Floor Price.
