Display advertising, mobile advertising, video advertising, and social advertising are all examples of programmatic advertising. These led to the birth of Real-Time Bidding (RTB), which became the first programmatic ad. RTB
is a method for buying and selling ads during a real-time auction, which means that a transaction occurs when it takes to load a web page, approximately 100 ms. Real-Time Bidding allows for better and faster targeting by
allowing ads to be bought and sold on a case-by-case basis, meaning that the ad is only exposed to the target audiences.
Currently, most social advertising is controlled by automated tools and technologies. They handle direct transactions and ensure that automation is used to improve audience targeting. They give buyers access to
premium video and in-app inventory. Programmatic involves the consistent use of data from multiple sources, including real-time systems, formulas, and algorithms, to automate the delivery of data-driven, personally tailored,
and relevant experiences to customers as they connect with the brand across multiple touchpoints. Such incidents include targeted offers, messaging, and content across paid, owned and earned channels.
FAQ's
It is the process of buying digital ads through automated platforms. It helps advertisers and publishers manage ad buying through an auction rather than negotiations.
Programmatic is a broader term that encompasses RTB. Programmatic technology automates the buying of digital ads, while an RTB auction is one of the programmatic buying methods. Apart from RTB auction, there are also programmatic guaranteed and preferred deals.
It includes the following adtech platforms: ad server, agency trading desk, demand-side platform (DSP), supply-side platform (SSP), data management platform (DMP), ad network, ad exchange, user tracking.
There are 4 main buying methods: open auction RTB, private marketplace, preferred deals, and programmatic guaranteed.