Serving Up Display
Programmatic advertising helps automate the decision-making process of media buying by targeting specific audiences and demographics. Programmatic ads are placed using artificial intelligence (AI) and real-time bidding (RTB) for online display, social media advertising, mobile and video campaigns, and is expanding to traditional TV advertising marketplaces
Where do the ads show?
Desktops (PC, laptop) that run Chrome, Firefox and Internet Explorer have been steadily decreasing in usage with more and more going to mobile devices. We keep these targets separate. The more popular and traditional placement methods are as follows:
- Site Buys - choosing the sites you wish to place your ads on. This is the old school method, but works if you want to manage your placements
- Retargeting - With RTB, you evaluate and bid on each individual impression. When each impression is evaluated by a demand-side platform (DSP), there are unique (but anonymous) identifiers that are passed along, which are then matched with cookie databases that store behavioral audience data. The DSP bids for impressions when there is a match.
The cool little brother of traditional retargeting is "search retargeting," which target audiences based on keywords they have searched for in the past. You are targeting users by intent (the same factor that made search advertising explode) but with display ads. The data for search retargeting is gathered from "third party" sources, meaning they are bought by the DSP and costs are passed through by slightly higher bids on impressions to cover the data costs.
- Audience Targeting - relies on cookie data to target specific audiences. You use behavioral data from a third-party data company like BlueKai, Exelate, Bizo, etc. The advantage there is that it is usually broken down into very distinct segments: gender, age group, household income, education level, relationship status, banking institution, and the list goes on and on.
- Contextual Targeting - you can choose to show your ads only on pages that relate to a specific topic or category. For example, you can show an advertisement for poker events to people reading a page about texas hold-em, or fundraising software on pages related to little league fundraising ideas.
How about Mobile?
Mobile App Most time spent on mobile devices is within apps. Mobile app inventory is among the most attractive inventory for advertisers and where most of the market attention is focused. The app publishers collect a lot of personal data for enhanced targeting. This is the most expensive inventory for these reasons.
Mobile Web only sites that are properly formatted to mobile devices and accept ad inventory. Ads will be shown in proper mobile sizes but not in applications.
Hyper-Local uses GPS coordinates and a specific radius to target exact geos. For local businesses, this is a big win. Imagine being a restaurant and targeting users in proximity of their restaurant and doing it only at the times people are usually ready to eat!
Video can apply the same precise, impression-level targeting, but with video ads instead of display. Video is one of the fastest growing segments of digital advertising if you follow the money!
Video ads can be run in-stream (like a commercial during a show's beginning, middle, or end), or embedded in banners.
Interested In Learning how to better compete online?
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