Programmatic Flashcards
What is programmatic?
The automation of buying digital advertising, where computers are used:
- to make decisions in milliseconds
- about which impression to buy and
- which ad to serve
In order to deliver results and the most effective campaigns for your client, you need three fundamental elements:
- PEOPLE - with the skills to make the right decisions around the tech, data and vendors. They also need to be able to generate insights from the knowledge they’ve gains and influence future decisions
- Sophisticated TECHNOLOGY - e.g. DSP, SSP, DMP
- The quality of the DATA used is also paramount - data helps you understand your audience so you can target them effectively and efficiently e,g, first or third party data
Currently, what types of digital can you trade programmatically?
- Display
- Video
- Audio
- Native
What is RTB?
Real time bidding
What has been the growth rate of programmatic?
70-80%
Traditional direct or programmatic
Which buys:
A) One site or network
B) Total market - multiple publishers
A) Direct
B) Programmatic
Traditional direct or programmatic
Which has
A) Pricing fluctuations if using RTB and no guarantee on impressions delivered most of the time
B) Fixed pricing and package of impressions
A) Programmatic
B) Direct
Traditional direct or programmatic
Which has
A) Publisher chooses placement
B) Clients pick users and impressions based on their campaign objectives
A) Direct
B) Programmatic
Traditional direct or programmatic
Which has
A) Multiple data sources
B) One source of data
A) Programmatic
B) Direct
Why would you should direct over programmatic? (3)
- A publisher doesn’t have the capabilities to trade programmatically
- Formats aren’t supported
- Integrated sponsorships
True or False - according to all sources, programmatic is growing dramatically and will represent the majority of digital ad spend
True
What’s a DSP?
Demand Side Platform
Functions to give media buyers access to multiple inventory sources and data providers in a single interface.
Buys and serves ads in real time based on a set of pre-determined criteria.
In-built algorithms choose value of audience and place $bid for each impression that meets the criteria
Allows you to track performance, optimise towards KPs
What is the Ad Exchange?
The digital marketplace that connects the buy and sell sides.
It’s where the RTB auction takes place.
What’s a SSP?
Supply side platform
Publishers can sell and manage display, video or native ad inventory on desktop and mobile through SSPs.
What is a DMP?
Data management platform
Their key function is to collection, organise and activate data from any source, both online and offline.
It’s really good for managing all your data in one platform and helps you evaluate audience data by segmenting users.
Not every client needs it though, like if they don’t have a lot of first party data.