Programmatic Advertising Explained by Evan Rutchik

 

Programmatic advertising sounds futuristic, so you are keen on it and willing to adapt. But where to start might be at the top of your list of questions! Though you may believe you know this term, trust you don’t! So, this guide by Evan Rutchik (CEO of Local Factor) will help you get familiar with the most revolutionary tool across advertising technology, aka Adtech.

Before you delve deep into this introductory guide, let’s have an overview of the programmatic advertising industry. In 2021, programmatic display ad spending in the United States stood at $167 billion, while on the global level, it was $418 billion.

Now, you know it's worth it; let’s get started!

What is Programmatic Advertising?

The automated buying and selling of online advertising space are called programmatic advertising. However, it’s more than that; let’s understand it completely.

Ad exchanges run the digital advertising space market with computerized auctions bringing both parties (advertisers & publishers) together.

Programmatic advertising is a game changer that uses algorithmic software to handle the sale and placement of ad impressions via ad exchange platforms within seconds.

Moreover, programmatic advertising incorporates online targeting and traffic data, resulting in better ROI and higher accuracy for publishers and advertisers.

How Programmatic Advertising Works?

After knowing what programmatic advertising is, you might be curious to know how it works. So, without further ado, let’s get familiar with it.

●       An individual user clicks on a website.

●       The website holder puts the ad impression for auction. It is a supply-side platform (SSP).

●       On the other side, advertisers bid for the impression. It is a demand-side platform (DSP).

●       An advertiser who bids the highest wins the ad impression.

●       Winner’s ad is served on the website.

●       The user clicks on the ad and makes a purchase.

You might have thought that this process involves many steps so it might take time; however, it gets completed instantly. Now you know how programmatic advertising works, it’s time to learn about its types.

Major Types of Programmatic Advertising

While working in digital media buying, the term real-time bidding or RTB might have come across your screen.

Well, RTB is a type of programmatic advertising. The static auctions for ad space comprise buying thousands of impressions; however, RTB allows you to bid for a single impression. Apart from this, programmatic direct is also a form of automated ad buying.

Some advertisers use programmatic direct and RTB for the best digital ad placement mix.

Benefits of Programmatic Advertising

As advertising technology is becoming more sophisticated, it benefits advertisers unimaginably. The benefits of programmatic advertising are numerous; some are as follows:-

●       Transparency: One of the foremost benefits of programmatic advertising is transparency. It offers access to real-time ad placement and activity data, resulting in higher clarity. However, openness in programmatic costs is yet to achieve.

●       Reach: With multiple ad exchanges and ad networks, programmatic advertising offers advertisers access to more ad spaces on thousands of websites. As a result, advertisers can advertise affordably with no extra work.

●       Relevancy: Programmatic advertising helps advertisers maximize the relevance of ads. You get access to massive ad inventory with just one click of the mouse, including premium and private marketplaces with high traffic.

Besides these, real-time reports and targeting beyond CTR are other benefits of programmatic advertising.

On the Final Note

Programmatic advertising seems modern, and advertisers want to adopt this technology. However, due to a lack of knowledge, they are stuck. Advertisers are unaware of this term or where to start.

If you are from the advertiser's community, this write-up about one of the most revolutionary tools across advertising technology by Evan Rutchik might be helpful for you.

You can watch webinars or follow Adtech experts like Evan Rutchik (recently interviewed by DotCom Magazine to get started. Moreover, watching webinars or listening to podcasts can also help you! If you talk about the future of programmatic advertising, the expenditure on programmatic advertising is increasing every year.

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