Programmatic Advertising
What is Programmatic Advertising?
Programmatic advertising is an automated, data-driven method of buying and placing advertisements in real-time through software platforms. It uses algorithms and machine learning to purchase ad inventory, targeting specific audiences based on their demographics, interests, and online behaviour, allowing advertisers to reach the right audience with the right message at the right time.
Why do we love Programmatic Advertising?
- Efficiency and Automation: Programmatic advertising streamlines the ad buying process, reducing manual tasks and inefficiencies, saving time, and enabling advertisers to focus on strategy and optimization.
- Targeted and Personalized Campaigns With programmatic advertising, advertisers can leverage advanced targeting capabilities to reach specific audiences with personalized and relevant ads, enhancing engagement and conversion rates.
- Real-Time Optimization Programmatic advertising allows advertisers to monitor campaign performance in real-time, analyze data, and make data-driven adjustments to optimize ad placements, targeting, and budget allocation, maximizing ROI and campaign effectiveness.
Media Channels Included in Programmatic Advertising:
Programmatic advertising encompasses various digital media channels, including:
- Display Advertising
- Video Advertising
- Social Media Advertising
- Mobile Advertising
- Native Advertising
- Connected TV and Over-The-Top (OTT) Advertising
- Programmatic Digital Out of Home (pDOOH)
- Audio Advertising
How Does Programmatic Advertising Work?
Programmatic advertising works through a complex ecosystem involving multiple parties, platforms, and technologies:
- 1. Demand-Side Platform (DSP): Advertisers or agencies use DSPs to buy ad inventory across multiple publishers and ad exchanges, targeting specific audiences based on predefined criteria and objectives. At 100% Digital we believe one DSP is not enough, we utilise many of use what’s best for the client based on the KPIs of each campaign.
- 2. Supply-Side Platform (SSP): Publishers use SSPs to sell ad inventory programmatically, connecting with multiple ad exchanges and advertisers to maximize ad revenue and fill rates.
- 3. Ad Exchanges: Ad exchanges act as marketplaces where advertisers and publishers buy and sell ad inventory in real-time through automated auctions, facilitating the buying and selling of ad impressions.
- 4. Data Management Platforms (DMP): DMPs collect, analyse, and segment audience data, providing valuable insights and targeting capabilities to optimize programmatic ad campaigns based on user behaviour, interests, and demographics.
Features and Benefits of Programmatic Advertising:
- Advanced Targeting: Programmatic advertising offers advanced targeting capabilities, allowing advertisers to reach specific audiences based on demographics, interests, behaviour, and context, enhancing ad relevance and engagement. The 1st and 3rd party audience targeting capabilities are brilliant.
- Real-Time Bidding (RTB): Programmatic advertising uses real-time bidding to auction ad impressions in real-time, enabling advertisers to bid on and purchase ad inventory efficiently and cost-effectively.
- Transparency and Control: Programmatic platforms provide transparency into ad placements, performance metrics, and costs, empowering advertisers with insights and control to monitor, manage, and optimize ad campaigns effectively. Our dashboards provide these analytics in real time.
- Scale and Reach: Programmatic advertising offers access to a vast and diverse network of publishers, websites, and apps, enabling advertisers to scale campaigns, reach wider audiences, and increase brand visibility and awareness.
- Optimization and Performance: Programmatic advertising leverages data-driven insights, machine learning, and AI algorithms to optimize ad placements, targeting, and bidding strategies, maximizing campaign performance, ROI, and conversion rates.
BRAND SAFETY WITH PROGRAMMATIC
We ensure brand safety through the implementation of various strategies, technologies, and best practices:
1. Contextual Targeting:
- Keyword and Content Analysis: We can use keyword and content analysis tools to scan and evaluate website content where ads are placed, ensuring alignment with brand values and relevance to the target audience.
- Category Exclusion: We have standard set up specifying content categories or topics to avoid, preventing ad placements on websites or pages that may be sensitive, controversial, or irrelevant to our clients.
2. Brand Safety Tools and Platforms:
- Third-Party Verification: We utilize third-party verification tools and platforms that monitor and assess ad placements across websites, ensuring compliance with brand safety guidelines and standards.
- Pre-Bid Filtering and Blacklists: We have created pre-bid filters and blacklists of websites or publishers that do not meet our brand safety criteria, preventing ad impressions and placements on these platforms.
3. Reporting and Control:
- Reporting: We provide reporting and insights into ad placements, performance metrics, and content context, allowing our clients to monitor, review, and validate where their ads appear and make informed decisions.
- Opt-In and Opt-Out Options: Clients can opt-in or opt-out of specific websites, publishers, or content categories, providing control and flexibility to customize and refine ad placements based on brand safety preferences and requirements.
4. Collaboration and Communication:
- Partnership with Trusted Publishers: Our relationships and partnerships with trusted and reputable publishers, websites, and content creators can help ensure brand-safe environments and collaborative efforts to maintain high-quality ad placements and content relevance.
- Open Communication: Regular communication, collaboration, and alignment with programmatic partners and platforms facilitates the exchange of insights, feedback, and best practices to enhance brand safety measures and optimize ad placements effectively.
5. Continuous Monitoring and Optimization:
- Real-Time Monitoring and Alerts: We utilise real-time monitoring and alert systems to help identify and address potential brand safety issues, inappropriate content, or ad placements that do not align with brand guidelines promptly.
- Data-Driven Optimization: We leverage data-driven insights, analytics, and machine learning algorithms, continually optimizing and refine programmatic ad campaigns, targeting strategies, and brand safety measures to improve ad performance, relevance, and compliance with brand safety standards.
100% Digital: Your Team of Digital Media Specialists
1. Deep Industry Knowledge and Experience:
- Our team possesses deep industry knowledge, insights, and experience in programmatic advertising, understanding the intricacies of the ecosystem, algorithms, and platforms to optimize ad buying strategies and achieve superior campaign performance.
2. Advanced Technology and Tools:
- We utilize the best-in-market programmatic platforms, tools, and technologies to execute, manage, and optimize advertising campaigns across various digital channels and platforms, ensuring efficient targeting, real-time bidding, and data-driven decision-making.
3. Innovative Approach and Testing:
- Committed to innovation and continuous improvement, our team constantly tests and evaluates new AdTech solutions, algorithms, and strategies to identify opportunities, enhance targeting capabilities, and optimize campaign effectiveness, staying ahead of industry trends and driving innovation in programmatic advertising.
4. Data-Driven Optimization and Insights:
- Leveraging data analytics, machine learning, and AI algorithms, we continuously monitor, analyze, and optimize campaign performance, targeting, and budget allocation to maximize ad reach, engagement, conversion rates, and ROI, providing transparent reporting, insights, and recommendations to our clients.
5. Managed Service and High-Quality Customer Service:
- We offer a comprehensive managed service, handling all aspects of programmatic advertising from strategy development and campaign setup to execution, monitoring, optimization, and reporting, ensuring seamless and efficient campaign management and operation for our clients.
- Our team is dedicated to delivering high-quality customer service, building strong relationships with clients, understanding their unique needs, objectives, and challenges, and providing personalized support, guidance, and assistance to ensure satisfaction, trust, and long-term partnership.
6. Commitment to Brand Safety and Compliance:
- Upholding brand safety, content guidelines, and compliance standards, our team implements rigorous monitoring, filtering, and validation processes to ensure ad placements align with brand values, meet industry regulations, and protect brand reputation and integrity.
