Digital Media News

Dec 5, 2021 5:15:00 PM

4 Reasons Why Programmatic Ad Buying Is Important

Programmatic advertising - which is the purchase of media inventory based on audience-focused factors - has recently established itself as one of the most popular topics in the world of digital marketing. Within the B2B community, programmatic ad buying has taken center stage for companies looking to get ahead of the trends, to innovate and optimize how they reach out to and connect with potential customers and clients.

The programmatic ad buying process utilizes automated technology for the buying and selling of digital media, across a wide range of websites. This option is generally used as a fast-paced, effective alternative to relying on human interaction to secure ad placements. Basically, if you use a machine to deliver or purchase a digital ad, then you've become a part of a programmatic transaction.

Nov 10, 2014 8:02:00 AM

3 Myths About Programmatic Ad Buying

Some marketers are hesitant to embrace programmatic buying because of some common misconceptions about it. Here are three myths about programmatic buying and the truth behind them.

As we move into the digital age, machines are taking on a much bigger role in online ad buying. In fact, according to a new study by Magna Global, (the ad buying arm of Interpublic Group), programmatic buying, in which marketers use computerized systems to target users based on consumer data and Web browsing histories, is expected to jump 52 percent by the end of this year, to $21 billion globally.

This impressive growth is being fueled by a desire from marketers to cut transaction costs, improve efficiency, and see a stronger return on investment of ad spend.

Programmatic is a major departure from the traditional online ad buying process, in which digital ads are bought and sold by human media buyers and salespeople. Programmatic buying automates the processes that humans have historically had to deal with, like sending insertion orders to publishers and dealing with ad tags.

Apr 2, 2014 8:34:00 PM

Managed vs. RTB

There are two primary types of online media buying: Managed and RTB (Real-time bidding). Not all buying strategies use optimization to determine a bid amount. It is therefore critical that you understand which buying strategy the ad platform or ad network you are working with is using.

Managed

Managed buying refers to a situation where an ad platform or ad network is buying inventory from a publisher with which they have a direct financial relationship. This is also known as Buying Direct Inventory, which involves pre-brokered agreements between an advertiser and publisher to deliver a certain amount of specific inventory for a preset cost. Managed bids are always based on booked revenue. Only one Managed bidding strategy utilizes optimization: