An Insight into Programmatic Advertising and Programmatic Media Buying Experience

Most advertising platforms have moved to an advanced and efficient way for the purchase of advertisement inventory on a publisher’s website using automated technology and algorithmic tools. In common terms, it is called "programmatic advertising," as it is just a process of media buying in the advertising space. By using publisher advertising platform, companies can advertise their ads in relevant places and reach out to a larger number of people who are interested in their products or services.

The Inception of Programmatic Advertising

Programmatic advertising is a buzzword in today’s world. However, it has existed in the advertising world for a long time. Programmatic advertising allows advertisers to buy ads across different platforms and helps in getting top advertising space on the website.

The best part is that creating programmatic ads allows you the freedom to harness the advantages of dynamic creative optimization, where the ad content can be changed in real-time based on certain rules and the user data for where the ad is going to be displayed from the inventory of ad spaces that is purchased via programmatic ad servers. This process can be used to run static, rich media, display, as well as programmatic ad formats.

Types of Programmatic Media Buying

Real-Time Bidding

Real-time bidding is the buying and selling of ad inventory in real time. It is one of the most effective ways to retarget potential customers. So, if a user shows interest in the product sold by the brand or company, advertisers use real-time bidding to get ad space on the publisher’s website and retarget the potential customer.

Private Marketplace

In a private marketplace, advertisers participate in a close auction by invitation. Usually, advertisers can get their hands on premium ad inventory from private marketplaces. Advertisers can closely access their reach, conversion, and ad performance, which helps in analyzing the return on investment.

Programmatic Direct

When the advertisers connect directly with the publishers using traditional methods for media buying, it is called programmatic direct. So, there is no online bidding system used in this type of programmatic advertising. Media is sold and purchased on mutually agreed-upon terms.

Preferred Deals

In preferred deals, advertisers get access to preferred ad inventory at set prices prior to the closed auction and open auction. It is commonly known as "spot buying."

Programmatic advertising is a refined process of reaching out to target customers.