Organizations today are searching for state-of-the-art methods to target the right audience at the right time through the right platform. This has led to the emergence of the concept of programmatic advertising.
The global programmatic ads spend reportedly has been approximately 400 Billion USD for the past few years. Not just that, as per the reporting of Statista, the global ad spend on programmatic advertising escalated by 81% between January to March this year.
With programmatic digital advertising, businesses can improve their niche-targeting plan as the process of buying and selling digital ads gets automated wherein high-tech software puts algorithms and data to use to find the perfect publisher for the advertiser and vice-versa, thereby dissipating the need of human intervention. That means you can let an automated software search for publishers (or advertisers) for your ad campaigns based on set preferences (budget, audience targeting, prices, etc.)
If you’re also intrigued to know how programmatic marketing can be a bat for your ad campaigns, read this article.
What Is Programmatic Advertising?
Programmatic advertising is a branch of online marketing which makes it easy for advertisers and publishers to find each other based on several factors, including- relevancy, budget, audience category, region, and other requirements of an ad campaign with the help of automated softwares, thus, doesn’t require human intervention. That’s why programmatic marketing is in demand because it liberates the advertisers and publishers of electronic media to seal the deal on their own using diligent software.
Before discussing how programmatic advertising works, it’s essential to be familiar with its types.
Types Of Programmatic Advertising
Programmatic ad trading is opposite to traditional practices of buying ad spots. Like in an auction where a product is sold to the person who makes the highest bid, in an ad auction, ‘ad space’ becomes the product for which interested advertisers place bids. It saves time by selecting the most appropriate ad spots based on campaign budget and relevance.
There are 4 types of programmatic advertising models:
1. Real-Time Bidding (RTB)
RTB is a programmatic advertising model wherein the ad spaces are available for all advertisers in an open marketplace. An open marketplace is the platform where all the buyers and sellers of ad spots trade.
The brand or advertiser who buys the most coveted ad space with RTB pays $0.01 more than the second-highest bidder in the auction. Furthermore, the second-highest bidder pays $0.01 more than the third-highest bidder for the next best ad spot, and this process continues.
2. Preferred Deals
Advertisers who opt for this programmatic auction are exposed to ad spaces before they are available in the open marketplace (discussed in the previous point) for everyone.
This process is referred to as spot buying, wherein the advertiser/brand and publisher decide about price, ad space, targeting, etc. and bids are placed accordingly by the software.
3. Programmatic Guaranteed
Also known as automated guaranteed, this mechanism is similar to the traditional media buying process. Yes, you guessed that right! The advertiser and publisher discuss where the ads appear on a platform, the number of times they appear (frequency capping), target audience, negotiate a price directly, and seal the deal.
4. Private Marketplace (PMP)
Top-notch publishers typically opt for the PMP auction model. The auction takes place in real-time, but the only difference is that only invited advertisers and brands can participate in it. This is so because these premium publishers receive requests from a zillion of advertisers/brands, so they select only a handful of them and offer ad space.
As per the requirements and budget, the brands/advertisers and publishers can follow any of these 4 programmatic auction models. Now let’s understand how exactly programmatic media buying takes place…..
How Does Programmatic Advertising Work?
Programmatic advertising deploys advanced software that utilizes past data and trends to fetch the most suitable spot for an ad majorly in real-time. It works on a complex set of algorithms to maximize the ROI for businesses willing to promote their brand name. The key parties that are involved in programmatic marketing are:
- Advertiser
- Publisher
- Target Audience
- DSP
- SSP
- Ad Exchanges
The entire working of programmatic ads happens majorly in real-time, which means as soon as a person performs an online search, the automated mechanism will analyze various related aspects, including age, location, search intent, gender, bidding price, etc., and put up a relevant ad on a suitable ad spot. This is done separately for every individual to cater to their specific preferences.
This advertising mechanism involves the following:
(a) Demand Side Platform (DSP)
DSPs act as a support system for advertisers in programmatic advertising. The progressive software utilizes information of audiences stored in Data Management Platforms (DMPs) to interpret their behavior and create an opportunity to make a diligent cost-saving decision regarding bidding and ad placement.
In simple words, DSP is a platform for advertisers opting for programmatic marketing that rushes to find the most appropriate placement options for advertisers based on their campaign requirements and audience availability.
(b) Supply Side Platform (SSP)
SSPs become the support system for publishers, exposing them to the relevant ads that they can place on their sites or app. This all happens automatically by the artificial intelligence of the software deployed as they seek out the best fits based on bidding price, audience, and relevancy from the enormous pool of advertisers.
SSPs serve as an area where a publisher’s website and/or app are showcased to get the relevant match of ads.
(c) Ad Exchanges
The role of an ad exchange is similar to that of a stock exchange, wherein publishers and advertisers seal the deal. Publishers (through SSPs) and Advertisers (through DSPs) get to know the ongoing fluctuations in bidding. The software captures data of impressions and visits and displays it to advertisers to make up their mind regarding whether an ad spot is suitable for placement.
When a publisher surfaces impression data, the advertiser who makes the highest bid secures a place for his ad. Besides the advertisers and publishers, digital marketing agencies and advertising agencies are also exposed to ad exchange platforms.
Other Relevant Terms:
(d) Ad Inventory
In online advertising, ad inventory is the total space a publisher (website, app, or social media platform) has to offer to advertisers. These spaces are available for sale to advertisers based on their auction bid, i.e., the amount they are willing to spend for a particular space. Programmatic advertising leverages the publisher’s ad inventory capacities by picking relevant ads for display.
(e) Ads Auction For Impression
Ads auction for impressions is the ratio of the total number of clicks received on your ad to the estimated number of clicks.
In programmatic digital advertising, AI-integrated software manages to do this in the blink of an eye with least human intervention. Check out the detailed procedure below.
The Procedure:
- A user clicks on a web page that uses the programmatic advertising model.
- Then the publisher of the web page will capture ad impressions and submit the ad auction for impressions to an ad marketplace (SSP).
- SSP will transfer the data to the ad exchanges that the publisher uses to attract interested advertisers. Ad Exchanges are responsible for conducting the ad auctions.
- Ad Exchanges will link the publishers and advertisers and put the relevant information up on DSPs so interested advertisers can bid in the auction.
- The advertiser with the highest bidding in the auction will get the desired ad space.
This all happens quickly with AI-integrated programmatic ad platforms.
Programmatic Advertising Channels
There are 8 kinds of programmatic ads channels that a business can leverage for brand promotions and online marketing:
(i) Display Ads
These ads are seen either in a website’s sidebar or in the middle of an article/blog or header/footer. Programmatic display advertising catches the attention of online users when they are surfing the internet or reading an online article or blog. Such ads are vividly distributed on search engines based on the interest of the users’ gender, location, interest, etc.
(ii) Native Ads
Such programmatic ads are effective as they blend with the format of the platform they are displayed on. Thus, they don’t bother as separate pop-up ads that users must pass every time—for instance, a product ad in Amazon listings.
(iii) Video Ads
Of course, you have seen a plethora of video ads before, during, and after a YouTube video and in several apps, especially when you know the phrase- ‘watch an ad to get the reward.’ Video ads are more engrossing and open a hub of opportunities to convey the message for product promotion or brand recognition in little time and create long-term impact.
(iv) Audio Ads
You must have heard of podcasts; audio ads are placed before, in between, or at the end of a podcast, just like video ads. These ads are also placed during the ad break sessions of radio channels and apps like Spotify to serve the audience with taste in listening.
(v) Social Ads
It is no secret that netizens spend the lion’s share of their time on social media. That’s why advertising on social media has become inevitable. Through programmatic marketing, you can help your business create its unique brand voice on different social media platforms in many formats, for instance, reel ads, image ads, video ads, carousel ads, etc.
(vi) Shopping Ads
These ads are highly inclined toward targeting an audience who is actively looking for a particular product or service and intending to make a purchase. Shopping ads are highly return-oriented for e-commerce business owners and directly impact the audience. Google Shopping Ads is an exquisite example that falls in this category.
(vii) Connected TV (CTV) Ads
CTV Ads are displayed on connected TV like Smart TVs, Amazon Fire Stick, Apple TV, OTT platforms, gaming consoles, and DVDs. Such ads target the audience as per their interest, region, age, etc.
(viii) Digital Out-Of-Home (DOOH) Ads
With time advertising has expanded its branches, and DOOH Ads are the result of this evolution. These are displayed on publicly accessible digital screens, for instance, digital billboard advertising, kiosk advertising, and mobile advertising in malls, airports, bus stands, roads, etc.
Now that you are well-versed with the different channels of programmatic digital advertising and how it works, it’s time to reveal its benefits. So continue reading to explore more…..
Benefits Of Programmatic Advertising
AI-reliant programmatic digital advertising has numerous benefits for businesses, no wonder it has spread its claws deep into the world of digital marketing.
Here is how programmatic advertising can help business organizations:
Increased Business Reach
Because programmatic ads run on AI-based software, they are potent to enhance the efficiency of performance marketing strategy, even for a budding venture. With programmatic marketing, advertisers/brands get an enormous pool of options to select how and where their ads should be placed. This makes it easy to serve the best match to the audience. It allows businesses to reach the right audience across multiple platforms, thus, widening theaudience base.
With programmatic advertising, brands like Unilever and L’oreal have witnessed 30% and 16% escalation in their reach, respectively.
Data Analysis Made Easier
Programmatic marketing not only saves you from going through the hassles of searching for the perfect publisher or advertiser but also saves the costs spent on data analysis. The automated software makes all the data interpretation and you are served with quick results based on its advanced analysis.
Advanced Audience Targeting
The most splendid advantage of programmatic advertising is its flexibility in targeting a specific audience for an ad campaign.
If your ad is not placed in front of the right audience, all the money spent will go in vain. With programmatic ads marketers are able to target the most relevant audience based on demographics such as age, purchase history, gender, geographical region, economic background, etc. Therefore, both the parties, publishers and brand/advertisers make the most of the deal.
Result Driven Strategies
Since the programmatic software offers results based on past trends as well as real-time information, it gives the management a clear picture of the market analysis to foster the ROI. It provides scope to ascertain outcomes in advance and then make a diligent choice based on the given specifications. Also because the software handles all the backend work, marketers can focus on enhancing other areas and formulate result-driven strategies.
Saves Time & Budget
Because programmatic advertising needs the least human intervention, it saves a lot of time and lets marketers focus on other aspects. Plus to that, it is also economical as advertisers/brands can reconsider their marketing budget to make an impact in their favor. If we talk numbers, programmatic ads helped 48% of budget-agile marketers to stay ahead of the competition by quickly grasping the opportunities and shifting their budget as compared to those following traditional media buying.
Multi-Channel Support
As a business, the key aspects that you must pay attention to are promotions and marketing. Programmatic marketing distributes ads across multiple channels including programmatic display advertising CTVs, DOOHs, etc. So organizations aiming to create a buzz in the market can fetch an enormous pool of clients with it.
Programmatic advertising fosters the overall digital marketing strategy using progressive technology to manage ad biddings and placements as per campaign budgets and other requirements, overpowering traditional marketing techniques. For instance, if your video ads perform relatively well, you can choose to invest in them and opt out of a programmatic network that is not fetching the desired results.
10 Best Programmatic Advertising Platforms
Here are the best programmatic advertising platforms for publishers, advertisers, and digital marketing agencies:
1. Google Ads
It doesn’t need any introduction, right? Google Ads is the most trusted platform among advertisers and publishers who wish to earn a nice change chunk by trading advertising spaces. It specializes in audience augmentation with keyword planner, reach planner, and detailed segmentation and opens the door to advertise on its partner sites and platforms as well. It also provides the most reliable data insights that come directly in real-time.
2. War Room
This advertising platform provides boastful features for small, medium, and large-scale advertisers. It is not just budget-friendly but also provides an in-depth interpretation of data and works around all the critical specifications of different ad formats.
Startups and ventures with a decent capital pool must pay attention to this platform because it can help them get the attention they seek, quickly making their brand name a buzz in the market. It provides users with over 80,000 premium features to choose from.
3. MediaMath
This is a splendid programmatic advertising platform for advertisers exploring omnichannel advertising. The DSP team support is the main attraction of this platform, and its data integration features are reliable enough to generate over-the-top results from any ad campaign.
4. Adobe Advertising Cloud
Serving a wide range of services to people, Adobe competes here as well. With its impeccable tools and dashboard, one can start trading ad placements with a little bit of know-how about its working. Its AI mechanism is one of the most trusted ones for generating exceptional ROI within any budget.
5. The Trade Desk
It is a Demand Side Platform (DSP) that serves the purpose of media buying on the open internet with its automated approach that integrates CRM data with Koa AI for real-time data assessment. These data analyses are then turned into understandable insights for advertisers with Megan.
Its Unified 2.0 innovation and Desk Planner open a hub of opportunities for advertisers to choose ad inventory across various websites, audio platforms, apps, Connected TV (CTV) platforms, and social media sites.
6. AdRoll
With over 15 years of experience in predicting user behavior based on their preferences and demographics, AdRoll offers an intelligence system to manage social media and email campaigns for highly differentiated niche-oriented segments. From agencies to e-commerce store owners, this platform has a plan for every budget.
7. Taboola
This programmatic advertising platform is known to cater the advertisers with native ad placements on premium websites that proffer an enormous pool of audience for targeting. It also leverages user-generated content across mobile devices and apps in more than 30 languages. CBS News, USA Today, and Bloomberg are a few of its reputed publishing partners.
8. Criteo
Connecting publishers with advertisers, retailers, and agencies, Criteo is a progressive media platform fostering customer acquisitions through different sizes of ad campaigns. Its advanced AI mechanism is specialized to decode users’ intent and works on CPC and PPC price models.
9. Xandr
This is another media buying platform that is a one-stop solution for advertisers and publishers. Backed with up-to-the-minute data analysis, it has suites that blend well with different ad formats, including Connected TV (CTV) ad inventory.
10. Pubmatic
Diversifying its range of activities in programmatic marketing, Pubmatic serves as an ad exchange between publishers and advertisers. Its progressive automated data-driven technology chooses the most suitable platform from CTVs, OTTs, apps, websites, and social media sites to match the ad campaign goals based on audience segmentation.
Every programmatic ad exchange platform has its advantages. Nevertheless, advertisers and business owners must pick the most suitable one that caters their requirements efficiently.
Programmatic Advertising vs. Google Display Advertising
Programmatic Advertising relates to digital advertising using high-tech software that provides ad inventory to brands and advertisers to showcase their ads.
In contrast, Google Display Advertising is a single ad exchange platform that exposes brands and advertisers to only Google and its partner sites and media. Having said that, one must know that Google is the choice of more than 90% of people. However, programmatic marketing opens more promotional opportunities with CTVs, OTTs, kiosk advertising, etc.
Programmatic vs. Traditional Media Buying
Both advertising mechanisms are related to the exchange of ad spaces and ads. But the manner of executing the plan is different:
Now the question is:
Programmatic Advertising vs Traditional Media Buying: Which One Should You Choose?
Simple answer- it depends on your campaign objective, budget, and knowledge. Marketers across different industries, including automobile, healthcare, and retail are investing in programmatic advertising. You need to consider your niche and differentiated audiences, budget, and above all, the reliability of the platforms, be it in programmatic media buying or traditional media buying.
How Much Does Programmatic Advertising Cost?
The cost of programmatic advertising is generally ascertained based on CPM Model, i.e., cost per thousand impressions.
It is not that simple to gauge the cost of programmatic advertising because it depends on:
- Time
- Geographical Region
- Demand & Supply
- Target Audience
- DSP/SSP
- Competition Level
The first three factors are highly unpredictable and the remaining require extensive research:
The demand and supply for a particular product or service at a particular time is different in different geographical regions.
Moreover, the cost of programmatic advertising will go up automatically if-
- You want to target a more relevant and precise audience base
- Competition level is high
- The platform you pick has exquisite features
That’s why the cost of running programmatic ads is variable. Nevertheless, it is said that on average, programmatic ads CPM lies between $0.50 to $2, which is much less than if ad campaigns are monitored manually.
What Are The Challenges Of Programmatic Advertising?
No doubt, programmatic advertising is quite useful as they relieve businesses to shift their attention and time to other activities, yet, there are some challenges before this AI-based marketing alternative:
(a) Recession Period
The business environment is uncertain, and when the market goes down, business owners naturally tend to pull back money from the marketing department. When a business struggles to continue the other core business activities efficiently, there is no chance that it can invest in such expensive technology.
(b) Ads Creative Strength
Although programmatic marketing is potent enough to identify the relevant audience, the message and communication lacks human touch. There is a need to integrate human efforts with it, keeping in mind that AI-integrated software works on human commands and algorithms to make decisions, but they do not compensate for the sense of need and essence of a product/service.
Therefore to turn a potential lead into a client, the balance between the use of AI and human intelligence is a must to boost the connect of ad creatives.
(c) Increasing Fraud
People who do not possess the understanding of deploying programmatic ad software turn to digital advertising agencies to outsource this work. But, even after raking in huge fees, many agencies show fake results to their clients that are acquired from bots rather than prospects. This makes the money burn for no good, and quite difficult to differentiate between a legit agency and a fraud one. Unfortunately, the ratio of such agencies is quite high these days.
(d) Inaccessible Cookies
To execute the given instructions, programmatic ad platforms require third-party data to analyze users’ search behavior, purchase history, viewed ads, etc. which is collected in the form of small data sets called- cookies. When a user blocks the feature of data collection on their device, the required data isn’t tracked, which means the chances of your ads being distributed at irrelevant and low-quality ad inventory increases.
(e) Difficulty In Assessing ROAS
No doubt, programmatic advertising provides a detailed view of Return On Ad Spend (ROAS), but as discussed in the previous point, an impression is not necessarily going to increase your sales. A plethora of factors other than ad impressions also contribute to ROAS.
Moreover, the advertisers with the highest bids are most often exposed to quality ad inventory based on the platform’s features which might hinder the low-budget advertisers to stand out. That’s why the measures of ROAS in programmatic advertising are complex to assess on the same parameter.
(f) Ads Viewability
As we have just talked about the hindrance of third-party data in the previous point, certain privacy policies might not allow the software to work properly and identify the behavior of your target audience. This is a serious concern among marketers.
Also, just because an ad is placed across different channels doesn’t necessarily indicate that the user is viewing it interestingly. This is so because at a given point in time several other factors influence users’ purchase making decision, such as buyer’s preferences, budget, brand image, etc.
Conclusion
Programmatic advertising involves reliance on automated software and ad exchanges to pick the best platform for your ad campaign based on its specifications. Outperforming the techniques of traditional media buying it improves marketing strategies, saves time and budget, and provides ample opportunities to increase reach, target the right audience, and multi-channel support. The above article has aimed to provide insights into different aspects of this programmatic marketing approach and enlisted 10 such tech-driven programmatic advertising platforms that can cater to marketers’ needs in this era.
How Can Mind Mingles Help You Leverage Programmatic Advertising?
Although programmatic advertising is a win-win for both the publishers and advertisers, it calls for a decent investment in highly advanced platforms that take care of everything as per the specific modules. That’s where a digital advertising company comes in. Our team at Mind Mingles is specialized in online advertising with over 8 years of experience and can provide you with the best ad placement networks within your budget. We have established links with a wide range of publishers who can cater to the specific audience well, depending upon your specifications.
Opting for Mind Mingles will leverage your ad spend with the most suitable platform based on your campaign requirement and also provide a flexible approach and experienced human diligence. Get In Touch With Us Now To Discuss Your Campaign Details!
Gurleen Kaur is a Content Writer at Mind Mingles. She has presented her work in International Conference On Guru Nanak Dev Ji: Life, Philosophy and Legacy held at Mata Sundri College For Women and was awarded by the title of “Best Paper Presenter” under College Student Category for the same (Dated: 27th and 28th September, 2019) Has a strong grip over creating interesting, unique and informative content pieces for a wide range of niches. Firm believer that words have an impact.
