Programmatic Placement Options
Worldwide Programmatic Ad Spend Is Expected To Be Close To 800 Billion Annually By 2028
What Is Programmatic Advertising?
The short answer is Programmatic Advertising is allowing smart delivery of your creative assets to find the users. You give a DSP (Demand Side Platform) parameters such as demographics, psychographics, geographics, etc… and these platforms have so much data across the open web that they know which users to show your ads to regardless of the publisher or inventory.
You’re not looking to buy the specific inventory, but more-so you’re buying the attention of your desired user, and that attention may take place somewhere you didn’t expect it to.
An example would be, you’re a desert themed golf apparel brand looking to reach males 25-55 who are into golf and located in the states of Arizona, California, and Nevada. You’re giving the DSP free reign to serve your ad to the right user, not exactly on the relevant inventory. You’re not specifically buying the inventory on a golf related website, so your ad can appear on websites that may have nothing to do with golf, but it’s serving to the right user based on data the platform has collected on this user. It has enough data to effectively show your ad to the right user. So when this an open ad unit is is available in front of this user as they browse the web or on an app that delivers display banners, in a split second of a split second, the DSP then enters into a process called Real Time Bidding (RTB)and participates in an auction on behalf of your bid so you can win that ad placement and your ad is delivered to that user. It takes the manual, human element out of the picture for rapid decisions.
This happens billions upon billions of times a day.
Programmatic Is More Than Display Banner Ads
Often times programmatic is synonymous with display banner ads, because many times an advertiser may conflate the two. Programmatic is not a channel, but a bidding and delivery tactic
Programmatic ads can be
Display Banner Ads
Native Display Ads
Streaming Audio Ads (iHeart, Spotify, Pandora, Dynamic Podcast Ads, etc…)
Digital Out Of Home
Online Video
Connected TV/OTT