Unlike the conventional digital advertising methods, the concept of programmatic advertising is a type of digital advertising that takes place using technologies automated to purchase advertising media (process to purchase advertising channels). Programmatic ads use data analyses and various algorithms in order to show the ads to the right users in the right places and at the right times.
There are 3 main components of the concept of programmatic advertising.
- Demand Side Platform (DSP) – Advertiser
- Supply Side Platform (SSP) – Publisher
- Adexchanger – Ad Platform
An advertiser and a publisher anonymously gather together and, a neutral exchange of advertising channels carried out by machines over AdExchanger takes place.
This ad exchange takes place mainly in 4 different methods.
- Open Auction – Real-Time Buying (RTB): Open Auction and Real-Time Buying
More than one DSP (advertiser) simultaneously participates in an auction for advertising channels and, the cost for advertising is instantly identified based on certain variables such as advertising channels, target audiences, and locations, etc. An open auction is defined within a few seconds and, the ads start to be published.
- Private Auctions
A publisher initiates a private auction for the advertising channels. Only invited advertisers are allowed to participate in this open auction. Only the invited advertisers’ ads are displayed on the advertising channel and, the pricing instantly takes place through an open auction among the advertisers.
- Programmatic Direct – Automated Guaranteed – Direct Programmatic Ads:
An advertiser and a publisher contact one another through AdExchanger. After a mutual understanding of a certain cost, the ads start to be displayed until a mutually agreed amount of cost is reached while the cost remains the same up to the advertising budget. The advertising channel is reserved for the advertiser and, there will be no open auction for it. Other advertisers will not be allowed to display ads on this channel. The number of ad impressions taken before the campaign starts to be published and, the fees to be spent for these impressions are certain.
- Private Exchanges:
An advertiser and a publisher mutually agree on a fixed price in this form of purchase. However, no advertising channel is reserved. The advertising channel is offered for the ads of other advertisers. The advertising channel may also be the subject of an open auction for other advertisers.
Highlighted Benefits of Programmatic Advertising
An advertiser that wishes to achieve a high level of access could easily have this achievement through programmatic ads. It is possible to access almost all the internet users through the wide portfolio of the AdExchanger, i.e. programmatic ad platforms.
Lack of transparency in conventional digital media sales is one of the biggest problems that occur in this respect. There is no third factor that verifies the performance and pricing of an ad at the conventional sales. However, all the data are instantly provided through the AdExchanger platform for programmatic publications. This keeps transparency and trust at the highest level.
- Insights from Data
An AdExchanger, i.e. a programmatic advertising platform, accumulates the data and insights from the previous advertising publications. These insights are used to give various suggestions to the advertisers for their campaign targeting helping them to keep their performance at a higher level.
- Real-Time Reporting
The most important feature that differs a programmatic ad from a conventional ad is real-time reporting. It is possible to check the advertising performance at any time and, carry out an optimization instantly. An ad predicted not to display the expected performance could easily be removed, which enables the advertisers to avoid any unwanted costs.
- Ads with a High Level of Relevancy
Both the users and the pages on which the ad is to be displayed are real-time monitored for programmatic publications. This makes it possible to display the ad on the pages with a high level of relevancy at all times or the ad could be displayed on any page where respective users visit. This also enables that the process of targeting takes place concurrently on both the page level and the user level.
Acting on your behalf, as Boosmart we meet the publishers at the programmatic advertising platforms for the programmatic ads. Moreover, we design and publish suitable programmatic advertisements for your campaign setups with our expert staff.
The programmatic ads, one of today’s digital advertising solutions, is an automatized version of the ad purchase processes through the Real-Time Bidding (RTB) method. Programmatic advertising is known as RTB in the sector. Compared to the conventional purchase method, the process is completely carried out by machines and takes place automatically. Ensures that the potential target audience is reached through a more direct channel in a data-focused manner.
There are the following players for the programmatic advertising: Demand Side Platform (DSP) and Supply Side Platform (SSP) as well as AdExchange. This is a platform where an advertiser, a publisher, and these two factors come together. An advertiser (DSP) and a publisher (SSP) anonymously gather together and, a neutral exchange of advertising channels carried out by machines over AdExchanger (Platform) takes place.
The programmatic ads, the cost of which is based on the cost per thousand impressions (CPM) make it possible to publish ads through premium channels and websites that are outside the Google Display Network (GDN).
Manage More Efficiently Campaigns Using Targeting Options
It is possible to display the programmatic ads to a more focused audience thanks to an advanced targeting feature and also, display the ads to a wider audience in order to increase brand awareness. With the targeting options such as hyper location, it is possible to display the ads in a certain province, district, or neighborhood or a detailed targeting process could be carried out for the respective brand acting with third party data providers.
If you want to carry out campaigns intended to increase the level of your brand awareness and that your ads be displayed to the right target audience on more than one channel, then lean back and be ready to get introduced to the programmatic world full of surprises.