Questions You May Have About Programmatic Advertising
- Sally Eubanks
- Jul 16, 2022
- 7 min read
It’s no secret that programmatic is the new buzzword in digital marketing. Programmatic technology has made it easy to buy and distribute ad space with a much higher return on investment than typical pay-per-click advertising.
Today, we at 7Social want to answer some of the most common questions we receive about this fairly new and innovative technology.
What is Programmatic Advertising
Automated internet ad purchasing and selling is known as "programmatic advertising. The automated system enables media buyers and publishers to reach an auction-based agreement on the price per impression.
Using demand-side platforms (DSPs), buyers submit their highest offer in real-time, compete with other buyers, and wait to see if they win. Publishers utilize supply-side platforms to manage placements and solicit auctions. This method is known as real-time bidding (RTB), and it entails that all bidders enter their offers simultaneously, with no advertiser being given precedence, as is the case with waterfalling or direct.
Programmatic systems are user-friendly for all parties. Publishers define their website's audience and establish price ceilings for their merchandise. Advertisers identify their target audience, specify the creative parameters they desire, and submit their CPM bids. Once everyone has chosen their settings, the programmed technology automatically matches the appropriate supply with the appropriate demand.
What Exactly is a Demand-Side Platform
A demand-side platform is one of the tools used in programmatic advertising. Automated bidding for displaying advertising on websites or mobile applications is made possible by demand-side platforms (DSPs), the software utilized by marketers. This strategy prevents marketers from spending time and energy on things that can be performed by a machine.
A DSP is advantageous because it enables marketers to monitor the progress of their ads in real-time. Advertisers may spend more quickly in a DSP if a campaign is functioning well, while unsuccessful adverts can be eliminated. Using a DSP is also helpful for its capacity to target the present audience for an advertisement. This shows that your cat food advertising, for example, targets cat owners, who are more likely to buy your products than non-pet owners. Targeting may be determined by a variety of variables, including age, gender, geography, and profession. Possibilities are infinite.
What is a Supply-Side Platform
Supply Side Platforms are pieces of software that automate the selling of advertisement space. Rather than approving or rejecting advertisers on a case-by-case basis using human interactions, this software automates the process so that it can happen instantaneously.
Unlike DMPs which are used by those creating and selling ads, SSPs are used by publishers to connect with DSPs to ensure that the ad space on their website is being sold to the sellers of relevant products and services. Because they offer individual ad impressions, SSPs provide publishers with more control over their inventory. Publishers can monitor who is paying for their inventory impression by impression and alter their ad requests accordingly.
Publishers can use SSPs to filter digital advertising based on the advertiser, ad type, target audience, and other parameters, as well as establish varying fees for ad spaces. SSPs often work hand in hand with DMPs as part of the programmatic marketing process. This cooperation ensures that a potential customer will not be overwhelmed by showing the same ad over and over again when visiting a site.
Are Google Ads Programmatic Advertising
Technically speaking, Google Ads is a programmatic platform. However, it just provides access to Google's advertising inventory. White-label DSPs may link advertisers to any SSP of the user's choosing, allowing them to purchase traffic from anywhere.
Google Ads uses programmatic advertising and RTB and is similar in nature to a self-serve DSP. In a self-serve DSP, you can create and track your ads, but when it comes to in-depth statistics, you are left in the dark.
What is Header Bidding
So, in header bidding, publishers offer inventory to numerous ad exchanges concurrently prior to calling their ad servers (mostly DoubleClick for Publishers). The theory is that by allowing various demand sources to bid on the same inventory at the same time, publishers would raise their yield and earn more money.
How did Header Bidding Impact Programmatic Marketing
When programmatic advertising first appeared, waterfall auctions were employed. This implies that publishers defined precedence for the ad networks they utilized and the advertisers with whom they collaborated beforehand.
The platform that sells ad placements on a website would identify the clients (ad networks and direct advertisers) that wish to purchase and sell placements.
Direct media purchasing under the waterfall bidding approach would have priority purchase inventory. If the impression was not purchased, the right passes to the subsequent participant.
Header bidding, unlike waterfall, requires a simultaneous auction. Publishers exhibit their inventory on many ad exchanges. In turn, these ad exchanges let several demand partners simultaneously bid on these "lots."
In header bidding, the highest bid prevails, but in waterfall bidding, the bid with the highest priority prevails. This makes far more premium content accessible programmatically to media buyers. Improved competition has also increased publishers' revenue. These two elements are necessary for the creation of a sustainable advertising system.
Why is Programmatic Advertising so Important for Advertising
Prior to programmatic advertising, marketers had difficulty gaining access to ad inventory, resulting in approximately 60 % of publisher ad space going unsold. Now, automated tools have made the process of purchasing ad inventory simpler, and marketers may improve the effectiveness of their campaigns to boost their return on investment. Leaving less publisher inventory unsold and making it easier and cheaper for advertisers to launch efficient cross-media campaigns.
How Can Programmatic Ads Target Audiences Based on Location
You can do this through geofencing. You may use geofencing to target individuals based on where they are at any one time. Geofencing employs GPS or RFID technology to create a fictitious geographic barrier when a mobile device enters or departs a defined area. If a geofence is set up correctly, it may trigger mobile push notifications, SMS messages, or alarms, send targeted social media advertising, monitor vehicle fleets, disable particular technologies or offer location-based marketing data depending on how it is configured.
Typically, geofencing is used in combination with proximity targeting, which allows you to advertise to certain towns, regions, or ZIP codes before and after a visitor arrives. Another geofencing method is "conquesting," which entails displaying advertisements to consumers who enter your competitor's parking lot. Your unique selling proposition is extremely potent when paired with these tools.
Is Programmatic Advertising Really That Efficient
Simply put, programmatic reduces the amount of time required by your media buyer to complete each campaign. In traditional ad purchasing, you have to phone many different publishers, negotiate rates and sign an IO, test numerous formats to determine which one performs best for your audience, and traffic multiple tags to get the best results. Using programmatic, you can consolidate all of the information into a single platform, speeding up the process of identifying and targeting your target audience.
The media buyer's time commitment is reduced thanks to programmatic. In traditional ad purchasing, you have to phone many different publishers, negotiate rates and sign an IO, test numerous formats to discover what works best for your audience, and traffic multiple tags. In order to locate and target your target audience more quickly and efficiently, programmatic advertising lets you consolidate everything onto one platform.
Real-time bidding and banner advertisements are no longer the extent of today's programmatic advertising. Programmatic services, such as display, mobile, and video, are the base, but there is also media that extends and enhances your agency. Pre-roll on Twitter and hyperlocal mobile inventory is no longer out of the question, as is buying a site like the New Yorker or Wall Street Journal programmatically. You can concentrate on audience planning and optimization when you don't have to deal with each individual publication or even each network. Using programmatic advertising, you may access inventory on millions of high-quality sites with millions of high-impact users if you want to reach a bigger audience. Access to worldwide inventories of the display, mobile, and TV inventory is available at a single location.
How Can I Get Started Using Programmatic Advertising
The number one way to get started with programmatic advertising is by teaming up with an experienced partner! 7Social can assist you in a variety of ways to find and connect with your targeted audience. Some of these include location-based targeting and keyword targeting, and you can even make selections based on over 500 different categories of data.
We have four amazing programmatic advertising packages. The great news is the more impressions you purchase, the cheaper they become.
Level One
Starting at just $2,500 a month, our team will onboard your company to our programmatic platform; this includes adding your social pages for data collection. You will have access to the dashboard to view reports. The minimum order is 100,000 impressions and is split up between tactics. This generates 300+ views for your page.
Package Includes
100,000 Impressions
Ad Optimization & Management
Custom Ad Copy & Creative for all Display Ad sizes
Custom Audience creation
Landing Page Audit
Site Retargeting
Level Two
Starting at just $5,000 a month, you’ll get everything from the previous package plus these services. This package generates 900+ views per month.
Package Includes
300,000 Impressions
Landing Page Audit
Custom Ad Copy & Creative for all Display Ad sizes
Ad Optimization & Management
Custom Audience creation
Site Retargeting
Level Three
Starting at just $7,500 a month, you’ll get everything from the previous package plus these services. This package generates 1,500+ views per month.
Package Includes
500,000 Impressions
Landing Page Audit
Custom Ad Copy & Creative for all Display Ad sizes
Ad Optimization & Management
Custom Audience creation
Site Retargeting
Web7 (CallerID for your website)
Level Four
Starting at just $10,000 a month, you’ll get everything from the previous package plus these services. This package generates 3,000+ views per month.
Package Includes
1,000,000 Impressions
Landing Page Audit
Custom Ad Copy & Creative for all Display Ad sizes
Ad Optimization & Management
Custom Audience creation
Site Retargeting
Web7 (CallerID for your website)
Final Thoughts
By streamlining the ad inventory purchase process, programmatic advertising benefits both publishers and advertisers. Advertisers gain a higher return on ad spend and improved campaign efficiency, while publishers gain the ability to sell all of their ad space at the highest possible price to a larger number of buyers.
With the help of digital media and user data, programmatic allows publishers to more effectively target their most relevant prospects than ever before. Marketers' jobs have been made easier by automation and machine learning when it comes to data-driven online advertising campaign targeting. An excellent technique to capitalize on an industry that is only going to grow in popularity is by using an automated ad purchasing plan.
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