The process of automatically buying and selling digital advertising space is known as programmatic advertising. Prior to programmatic advertising, all ad ordering, setup, and reporting had to be done manually. Programmatic advertising streamlines the process, making it more successful and efficient. Thanks to programmatic platforms that have built up their ad inventory and database, any formats and channels can be accessed programmatically.
We can anticipate that programmatic advertising will continue to expand. In the United States, programmatic technology will account for 85 percent of digital display advertising spending in 2020. Despite a decrease due to the pandemic, programmatic expenditure is expected to climb to 86.5 percent of all digital display advertising spend in 2021, according to eMarketer.
Manual digital advertising is replaced with programmatic advertising, which is smarter and faster. Prior to programmatic advertising, all ad ordering, setup, and reporting had to be done manually. Publishers and advertisers alike may struggle with ad space management, and manually negotiating the sale and purchase of ads is a time-consuming operation.
Publishers – those who have websites with ad space (ad inventory) to offer – and advertisers – those who wish to acquire that ad space to promote their brand – are connected through programmatic advertising.
An advertiser contacts their programmatic ad agency or trading desk to initiate a digital campaign to market their product or service. To fulfill the campaign’s aim, the agency uses a demand-side platform (DSP) to automate the process of buying ad impressions.
Advertisers and their agencies can buy ad inventory from various publishers using a DSP. Through the use of a data management platform (DMP), which controls audience data, the DSP ensures that the ads are targeted to the proper audience. This information is utilized to target the appropriate audience, taking into account a range of characteristics such as location, demographics, user behavior, and online activity.
When someone from the advertiser’s target demographic visits a publisher’s website, the website sends an ad request to the supply-side platform (SSP). A publisher uses an SSP to sell ads with the goal of increasing the value of each impression for the publisher. The DSP is hooked into the SSP’s auction among its buyers.
The DSP evaluates the ad and matches it to their data and target criteria using the information it receives. This is used to determine the first impression bidding price. The method is known as real-time bidding since it takes place in the SSP or ad exchange in real-time.
Although this appears to be a lengthy procedure, the bidding takes only 100 milliseconds to finish. The impression is transmitted to the publisher’s website to be displayed after it has been sold. When a person visits the website or refreshes it, the process starts over.
WHAT IS SSP?
The inventory of a publisher is held by a Supply-Side Platform (SSP). After everything is agreed on on the Ad Exchange, the publisher submits a webpage as a source for an advertisement, and they will place a pixel code on their page to track visitor activity.
The code provides anonymous information about visitors and their behavior. The SSP is set up to maximize the value that publishers get from each ad impression (an impression being an instance of the ad being shown to someone).
Publishers can use an SSP to filter the advertising based on the advertiser and other criteria, as well as establish different prices for different ad spaces to specify the cost.
WHAT IS DSP?
For the advertiser side of the business, a Demand-Side Platform (DSP) is a type of programmatic platform. Advertisers submit bids to a DSP, which then makes decisions on their behalf.
A DSP keeps track of user-profiles and third-party data, combining it with advertiser bids. When visitors land on web pages, the DSP decides which ad to deliver and where. It must take into account the top bidder’s bid, the ad’s content, and the cost to the advertiser.
Advertisers gain from precise ad placement, while publishers gain from the highest bidder winning. The SSP is notified when the DSP and Ad Exchange have made a judgment regarding which ad to match to which webpage.
PROGRAM ADVERTISING, THE NEXT BIG THING
Machine learning and artificial intelligence are influencing every aspect of life, and programmatic marketing is no exception. Trends in programmatic advertising are influenced by best practices, shifting attitudes, and trends in other fields, in addition to technology.
Artificial intelligence, with the help of Program Advertising, can be used to detect patterns and forecast outcomes in real-time across various data points. As AI advances, it will be able to connect the mapping of ad viewing metrics with user data, allowing for more precise ad placement and reduced prices.
Ads may now be optimized and measured in real-time using programmatic ad technology. Dynamic creative optimization (DCO) allows advertisers to offer highly relevant and personalized ads to their targeted groups, which is also beneficial to publishers when combined with the power of artificial intelligence, which provides the necessary data and insights to deliver more precise messaging to the right users. DCO determines who the viewer is and selects the best creative combination to offer the most appropriate message to each user, guaranteeing that publishers show only the most relevant advertising to their site’s visitors.
The marketing sector is fighting a problem called digital ad fraud. Advertisers worldwide lost more than $23 billion to ad fraud in 2019, and the industry is expected to lose $32 billion by 2022. To assist avoid fraud in programmatic advertising, numerous methods are being employed, including blockchain and an initiative called ads.txt.