Top organizations as well as leading marketers and advertisers across the world today are moving away from the traditional ways of ad buying, and are rapidly moving towards automated or programmatic ways of buying ads due to the several advantages they offer. As such, it is important for us to understand what this new form of ad buying is all about and how it can help your organization gain a competitive edge.
What is Programmatic Media Buying?
Programmatic media buying or automated media buying simply refers to the process of buying digital ad inventory using algorithms instead of taking the traditional ad buying route. The traditional process of ad buying is complex and tedious involving long-drawn negotiations. On the other hand, programmatic advertising eliminates the requirement of having these lengthy negotiations by employing automation.
Benefits of Programmatic Advertising
The main reason programmatic advertising is gaining more importance among not only marketers and advertisers but also publishers today is due to the number of benefits it offers over traditional ways of buying and selling digital ad inventory. For starters, programmatic makes the ad space buying and selling process far more efficient. Marketers can even choose to place their bid in real-time within the budget they decide. They can also gain key insights about their ad performance in real-time and optimize them for better performance. For publishers, programmatic advertising helps to extract the maximum revenues from their ad space.
Publisher and Agency Trading Desks
While advertisers and ad agencies are preferring programmatic ad buying bidding for ad spaces in real-time and reaching a wide audience base successfully requires understanding the publisher’s traffic data and their relationships. In these scenarios, a specialized agency trading desk helps them get the maximum bang for their buck. Agency trading desks help them not only connect with the right publishers and audience but also help them improve their ad performance and gain maximum value for their budget and advertising efforts.
Similarly, publishers too need the necessary capabilities to analyze their audience data in order to understand their audience better as well as the true value of their audience information, so that they can maximize their revenues through their ad inventory. A publisher trading desk empowers them in making real-time decisions by analyzing the data and helping them realize the true potential of their audience data so that they can charge advertisers the right price for gaining access to the precious audience across web properties they own and operate, thereby maximizing their revenues on each impression they sell.
Choosing the Right Media Buying Platform for your Organization
With programmatic advertising gaining popularity among enterprises, more and more platforms are coming into the market. While some of these platforms help advertisers, some of them help publishers and some - both. Some of the popular platforms available in the market today include AppNexus, Google’s DoubleClick and Adobe Media Optimizer. Each of these platforms have their own features and serve different organization requirements.
For example, AppNexus offers good targeting capabilities and offers features such as header bidding also known as advance bidding or pre-bidding. However, it has a smaller reach than DoubleClick. Adobe Media Optimizer offers benefits such as allowing you to manage your ad spending and allowing you to make manual tweaks to your campaign.
Since each platform offers various features and has its own advantages and limitations, it is extremely important for you to choose the right platform that suits your organization and its requirements.
Originally published , updated March 15 2018