Programmatic Display Advertising
Drive more valuable conversions by extending your digital reach using programmatic advertising.
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What is Programmatic Display Advertising? How Does It Work?
Programmatic display ads facilitate you to target the right people depending on their preferences. Marketers use this advertising method to target audiences based on their location, age and many other filters.
Programmatic advertising involves automated bidding on display advertising inventory in real-time for the opportunity to display an ad to a particular customer type in a particular context. Paid search bidding is excluded. It often involves header bidding to allow the real-time bidding process.
"Real-Time Bidding facilitates faster and better targeting, enabling ads to be purchased and sold per-case basis, which means only visitors in your target audience will be subjected to the ad."
Why Does Your Business Need Programmatic Advertising?
Programmatic advertising allows you to optimise bidding and pay only for the best users. Programmatic media buying uses data insights and algorithmic technology to enable marketers to target audiences at the right time and cost.
Targeting Specific Audience
Programmatic targeting facilitates a business to discover its specific target markets effectively. Targeting maximises the amount of money spent and only displays messages to customers who will buy, depending on the target audience.
Efficiency
Programmatic advertising automates the process, facilitating businesses to buy and sell ad space faster and more efficiently. Access to the data in real-time means marketers can make changes where required and optimise the placement and style of digital ads to make conversions effective.
Excellent Accountability & Transparency
Programmatic advertising offers transparency for marketers that gives them complete visibility over their campaigns. Marketers can see the sites on which their ads are displayed, the type of audience viewing their ads, and what return they are getting on their investment.
Scalable & Flexible Spending
Programmatic ads are scalable depending on the budget to run ad campaigns, making them the ideal form of advertising for small and big businesses. Small and midsize businesses with limited budgets can place a monetary ceiling on their campaign; so they do not overspend, eventually paying more than they bargained.
Vast Reach
Programmatic advertising provides a platform to reach a vast and diverse audience depending on the buyer's needs. It is unparalleled compared to other types of advertising, providing programmatic advertising with an upper hand.
Real-Time Data
Programmatic advertising is run through the real-time application and analysis of data. Marketers also have access to this information in real-time, which helps them make decisions instantly, allowing them to adjust campaigns where needed and measure them as they are launched. Thus, programmatic advertising is a beneficial solution for marketers.
Why Webential for Programmatic Advertising?
Webential’s programmatic advertising can give your brand many advantages, from increased ad efficiency at a lower cost to improved audience reach and tracking. With a mighty variety of media channels, programmatic ads boost brand awareness and drive an omnichannel presence.
Display Audience Intelligence:
We'll use platform, analytics and your first-party data and tailored custom audience to better our understanding of your consumer base and inform your programmatic display strategy.
Advanced Display Measurement:
An effective programmatic display measurement is vital for optimal ROI in a digital world focused on increased privacy.
Authenticating Display Inventory:
We select our publishers and SSPs (supply-side platforms) cautiously. We insist on increased transparency with each buy to give an unmatched view of the market supply and convert to superior performance.
Intelligent Decisioning:
Our neutral approach facilitates us to leverage a strict evaluation process to decide which DSPs (demand side platforms) are best suited for the related programmatic display campaigns.
Frequently Asked Questions
Programmatic Display Advertising, go over the FAQs listed below:
Apart from the conventional direct method of programmatic advertising, where advertisers can purchase inventory straight from publishers through ad networks and ad servers, there are two other methods advertisers can use to buy ad space: (1) Real-time bidding (RTB) and (2) Private Marketplace (PMP).
RTB (Real-Time Bidding):RTB is a type of data-driven programmatic buying that facilitates advertisers to buy impressions instantly through a real-time auction. When a visitor visits a web page, that site's publisher auctions the available ad space, and the advertiser who submits the highest bid to the DSP wins the spot to display the ad.
PMP (Private Marketplaces):PMP is an invite-only ad auction that allows advertisers to bid on premium inventory spaces before publishers put them on an open RTB auction. The bidding process is automated through deal IDs, which advertisers use to determine PMP transactions in bid requests from ad exchanges and SSPs (supply-side platforms).
DoubleClick is a unified set of tools made by Google for advertisers and agencies to create and manage digital marketing campaigns.
Typically, programmatic advertising is sold by publishers on a CPM (cost per mille) model, which stands for cost per 1,000 ad impressions. The cost depends on the level of targeting and quality of the list, among other factors. CPM can change considerably, which means the higher the quality of the inventory offered or more exact targeting, the higher will be the price.
An Ad Exchange is a virtual marketplace that facilitates website publishers and advertisers (i.e. agencies like us) to buy and sell advertising space in real-time.
A DSP (demand side platform) and an SSP (supply side platform) support different sides of the programmatic space. Publishers use an SSP to offer Ad Spaces to brands by connecting their inventory to ad exchanges. And a DSP is the advertiser's tool to measure which ad impressions to buy and how much to pay for them. Both platforms are then synchronised in real-time.
Both re-marketing and re-targeting have similar goals but differ in their approach:
- Re-marketing:E-mail campaigns are run to re-engage customers through their inboxes is known as re-marketing.
- Re-targeting:The placement of display ads online targeting users who have already interacted with your website. Re-targeting involves using cookies, and ads are placed by third parties like the Google Display Network.
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