Vlog Episode 7: Programmatic Advertising Explained
B2B vs. B2C Programmatic stats: Recent IAB shows b-to-b programmatic study that revealed nearly half of b-to-b marketers don’t even know what programmatic buying is. That’s a staggering gap compared to b-to-c marketers, among which 62% of marketers use programmatic.
- Through ad exchanges like: DoubleClick, AppNexus, OpenX etc., as an advertiser, you get access to millions of publishers who have ad inventory available on their website at any given time.
- Instead of directly purchasing ad inventory on a specific site – Imagine you are Old spice (men’s deodorant) and you want your Ad to appear on men’s health, wellness, and hobby sites, now the benefit of accessing millions of publishers over buying directly through GQ.com is that you don’t have to pre-negotiate a price / sign up for a minimum number of impressions/ or budget or even place an insertion order.
- You are able to programmatically purchase ad inventory on-demand on an as is needed basis to achieve a campaign objective.
- The real-time aspect of programmatic ads that you no longer have to purchase ad inventory in advance, instead you BID for it through an ad-exchange whenever your targeting requirements meet the inventory that is available
- This is essentially and auction that takes place in a matter of milliseconds where you are bidding alongside many other bidders. If you have the highest bid, your ad will be placed in within the ad space you bid on.
- It can be: the keywords of an article they’re currently reading on the page where you’re bidding for ad placement
- their online/ offline purchasing history
- based on their previous search history
- based on a certain lifestyle they might identify with
- If you’re interested in learning more about targeting capabilities, be sure to check out our DMP partners like: MasterCard, BlueKai and Exelate.