What is programmatic advertising?
Posted: Tue Dec 17, 2024 5:03 am
We explain the essence of programmatic advertising in simple terms and without fluff.
Programmatic advertising is a way to automate audience purchases of advertising in different systems, including Direct, Edwards, etc. The goal of programmatic is to increase the efficiency and transparency of the advertising purchase process and to obtain the desired number of advertising contacts with the user, regardless of which system these contacts are obtained in.
There are three types of platforms used to europe cell phone number list implement programmatic advertising:
SSP (Supply/Sell Side platform) – platforms for web publishers.
DMP (data management platform) is a data management platform.
DSP (Demand-Side Platform) is a system for purchasing traffic.
In essence, the entire algorithm of programmatic advertising comes down to the following stages:
The user visits the site.
The Programmatic ecosystem reacts to the user loading the site. User data is sent to the SSP.
At the same time, a DMP platform is connected to collect and analyze online and offline user data (Big Data). It allows you to collect custom audience segments (rather than using template segments), which helps to take a more targeted and individualized approach to communication with users.
The DSP platform processes user data and, if it evaluates the user as a target, it sets the rate for showing him/her advertising.
In addition, it is worth noting the traffic verification options, Brand safety and Fraud verification:
Brand Safety — brand protection from negative and undesirable context. Brand Safety is an important component of any RTB processes, which ensures the reputational safety of the brand and data protection from an unfavorable information environment.
Fraud verification – protection against cheating. Technology for protection against fraud in the field of digital advertising.
When implementing a programmatic advertising campaign, we guarantee our clients that their ads will be shown on target sites that meet the requirements, are in line with the promotion goals and objectives, and are safe for the brand's reputation, and that user data will be reliably protected.
Programmatic advertising is a way to automate audience purchases of advertising in different systems, including Direct, Edwards, etc. The goal of programmatic is to increase the efficiency and transparency of the advertising purchase process and to obtain the desired number of advertising contacts with the user, regardless of which system these contacts are obtained in.
There are three types of platforms used to europe cell phone number list implement programmatic advertising:
SSP (Supply/Sell Side platform) – platforms for web publishers.
DMP (data management platform) is a data management platform.
DSP (Demand-Side Platform) is a system for purchasing traffic.
In essence, the entire algorithm of programmatic advertising comes down to the following stages:
The user visits the site.
The Programmatic ecosystem reacts to the user loading the site. User data is sent to the SSP.
At the same time, a DMP platform is connected to collect and analyze online and offline user data (Big Data). It allows you to collect custom audience segments (rather than using template segments), which helps to take a more targeted and individualized approach to communication with users.
The DSP platform processes user data and, if it evaluates the user as a target, it sets the rate for showing him/her advertising.
In addition, it is worth noting the traffic verification options, Brand safety and Fraud verification:
Brand Safety — brand protection from negative and undesirable context. Brand Safety is an important component of any RTB processes, which ensures the reputational safety of the brand and data protection from an unfavorable information environment.
Fraud verification – protection against cheating. Technology for protection against fraud in the field of digital advertising.
When implementing a programmatic advertising campaign, we guarantee our clients that their ads will be shown on target sites that meet the requirements, are in line with the promotion goals and objectives, and are safe for the brand's reputation, and that user data will be reliably protected.