This easy to comprehend infographic outlines the process involved in producing a programmatic campaign, boiling down a broad and complicated area into digestible bites of information
What are programmatic advertising and real-time bidding?
In short, ‘programmatic advertising’ refers to the practice of using software to purchase advertising space (with increasing placement options).
In order to properly define programmatic advertising, we should briefly describe traditional ad buying methods: these involve a human element, as well as requests for proposals (RFPS), negotiations and eventual manual insertion of the ad into specific media.
By contrast, programmatic technology seeks to automate all possible areas of the ad buying process for display ads. As adwords has done previously in other areas of ad buying and google display network (GDN) has done in the past, a proliferation of new technology is expanding the arena of programmatic advertising and offering plenty of new options for targeting in an increasingly affordable and accessible sphere.
Though it is an arena still in its infancy, results are likely to continue to improve alongside the technology as transparency improves and URL masking is weeded out.
Real-time bidding (RTB)
RTB is often used as though it’s synonymous with programmatic advertising; however, it is actually a sub-category thereof. While the placement of the ad via software is applicable to both, there can be guaranteed ad placements purchased programmatically while rtb ads are dependent upon an auction that takes place during the loading of an impression – with the ad position going to the highest bidder – as with ads in search engine results pages (serps), only for display advertising.
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This infographic also features as part of Click Consult’s more detailed eBook ‘A Beginner’s Guide to Programmatic Advertising and Real-Time Bidding (RTB)‘, along with more information on the processes. In addition, if there are any further questions, you can contact us today!