Programmatic advertising, which automates media purchase processes for advertisers, appears as a marketing automation technology. Thanks to the programmatic advertising which enables targeting with regard to many variables including online users’ socioeconomic, demographic, and geographic features; promotional activities about products or services can reach users with highest interest possibilities.
Providing many advantages for advertisers enables programmatic advertising to be known as the future’s advertising technology. And this points out that programmatic advertising which has become popular in recent years will not fall off the radar of the digital advertising ecosystem for many years. Accordingly, it is beneficial to follow the trends of programmatic technology which will direct the near future.
Here are the programmatic technology trends that will shape the year 2019…
Everything about digital advertising is based on advertisers’ capability of reaching their target audience with the help of publishers. Whereas this requires for the publishers to purchase the advertising spaces on websites. At this point, demand based solution partners such as ad networks, DSPs (Demand Side Platform) and ad exchange seek out for the proper audience that fits the advertiser’s target audience. As for displaying ads to these prospective customers, payment is being made to the publishers.
Surely, the amount of payment is not equal for all ad spaces. Therefore the publishers should make sure that they are selling their digital ad inventories at their real value. That’s where the SSPs, i.e, Supply Side Platforms, come on to scene. SSPs are responsible for managing and optimizing the publishers’ ad spaces on their behalf. That is to say, the SSPs actually provide the publishers full control over their inventories.
So, what are the features that the publishers must make sure being offered, before deciding on the best SSP for themselves?
Programmatic media purchasing is definitely one of the most popular digital advertisement concepts of the last few years. One of the most important components of the programmatic ecosystem is of course the demand side platforms (DSP). DSPs are defined as a technology that makes it possible for advertisers to automate the buying process of the spaces where the advertisements will be displayed and it also allows them to track campaigns.
In programmatic advertising, purchasing decision for each advertisement is carried out through DSP algorithms within milliseconds. This provides great convenience for advertisers. Of course, the most efficient advertising campaigns can only be possible with the right choice of DSP. Here are some of the critical points that companies should consider when selecting a DSP…
The success of programmatic advertising in achieving marketing goals of brands cannot be denied. Thanks to this technology based on user data, it is possible to increase the performance of e-marketing and to get higher efficiency from advertising campaigns. But undoubtedly, the preferred programmatic advertising platform plays an important role in this success.
The selection of programmatic advertising platform is an extremely critical decision, as it affects the whole campaign and even the brand image. At this point, it is necessary to focus on the needs of the brand in order to find out which platform would be the best choice. Here are the main points to consider while deciding on a programmatic advertising platform…
The term Supply Side Platform, abbreviated as SSP, refers to a tool that helps publishers get the best offer from advertisers for their inventory. SSPs, which have a similar structure to the DSP (Demand Side Platform), contribute to better advertisement management for publishers only, unlike DSPs. In this respect, publishers determine the cost of the advertisement space through minimum units, and the advertiser who gives the maximum price for the advertisement space can gain access to the publisher’s website’s inventory.
The number of publishers using SSP technology, which makes the advertising management very practical, keeps growing. In addition to that, while programmatic advertising remains popular, it is possible to predict that SSP will be used by more publishers in future periods. So SSPs are considered to be the technology of the future, but how do they work?
Programmatic advertising technology presents itself as one of the most frequently cited concepts in digital advertising ecosystem over the last few years. Despite the ever widespread utilization of programmatic advertising that is thought to make ad buying processes become revolutionarily practical, there are still many points of concern over the concept. In order to clarify these points, it is possible to gain basic insight on the concept by comparing traditional ad buying methods with programmatic advertising.
The main difference of programmatic advertising compared to conventional methods could be stated as automatic -thus rapid- maintenance of media buying processes by real-time analyses realized with the help of technology. Messages advertisers intend to deliver their target audience through ads can thus be delivered at the most appropriate time, in line with matches between online platforms and real-time data. So, what makes programmatic advertising stand out among all the other media buying methods that have been practiced for many years?