Programmatic Advertising

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Did you know that by the end of 2021, 88% of all digital display marketing in was spent via programmatic advertising? You might wonder why so much attention has been directed towards programmatic advertising in recent times.

Briefly put, programmatic advertising is a way to automatically buy and optimize digital campaigns, rather than buying directly from publishers. If you’re interested in learning more about programmatic and how it works, you have come to the right place.

What is Programmatic Advertising?
What Are The 4 Main Components of Programmatic Advertising?
Programmatic Advertising Platforms
What is an Example of Programmatic Advertising?
Programmatic Advertising Companies
Programmatic Advertising Certification
Programmatic Advertising Features
Programmatic Marketing
Programmatic Advertising Agency
Programmatic Display
Types of Programmatic Advertising
Programmatic Buying
Programmatic Software
Programmatic Advertising WebFX
Programmatic Advertising Ecosystem
Programmatic Advertising Salary
Programmatic Advertising Campaigns
What Are The Biggest Issues Faced in Programmatic Advertising?
Different Solutions Programmatic Advertising Provides For Leads Generation For B2B
Where do Programmatic Advertising Stand in a Marketing Funnel?
How Will a Repeal of Net Neutrality Affect Programmatic Advertising?
How to Setup my Web Application For Programmatic Advertising
Top Conferences For Ambitious PPC Programmatic Advertising Professionals
Advantages of Programmatic Advertising
What Are The Bid Prices in Programmatic Advertising?
Is Amazon Ads Programmatic Advertising?
Can Programmatic Advertising Help Improve Paid Search?
Is Bing Ads Programmatic Advertising?
How is Programmatic Advertising Different From Traditional Digital Media Buying?
Favourite Blogs For Programmatic Marketing or Real Time Advertising
Is Programmatic The Future of Advertising?
What Are The Best Programmatic Video Advertising?
Can Social Media Advertising be Considered Programmatic Media?
What Are The Best Programmatic Display Advertising Companies in Dubai?
Should Startups Invest in Programmatic Video Advertising?
What is The Cost of Programmatic TV Advertising?
How Does Programmatic TV Advertising Work?
How Can Programmatic Technology Help Shape Advertising Campaigns?
What is Programmatic Job Advertising And How Does it Impact Recruiting Function?
How Can Programmatic Software Maximize Job Advertising Budgets?
What is The Current Scenario of The Programmatic Display Advertising Market in The US?
What is Programmatic Native Advertising?
What is Programmatic TV Advertising?
Programmatic Advertising Experts

What is Programmatic Advertising?

Programmatic ad buying is the use of software to buy digital advertising. While the traditional method includes requests for proposals, tenders, quotes, and negotiation, programmatic buying uses algorithmic software to buy and sell online display space.

Read Also: Business Coach

A sophisticated way to place advertising, it uses traffic data and online display targeting to drive impressions at scale which results in a better ROI for marketers. It can also yield great results for both SMEs and global brands so don’t ignore it just because your organization is small.

However, it’s not the complete automation of the ad buying process. Traditionally, you manually prepare insertion orders or ad tags, which can be labor-intensive. With programmatic advertising, marketers have more time for the optimization and improvement of ads to drive campaign success.

What Are The 4 Main Components of Programmatic Advertising?

There are a lot of moving pieces in programmatic advertising, with different tools and services you can include depending on your specific needs.

Four main components make up the basic framework of a programmatic advertising ecosystem. A demand side platform (DSP), supply side platform (SSP), data management platform (DMP), and an ad exchange. Each part of the system works together to serve both publishers and advertisers and allow them to trade effectively.

Demand Side Platforms (DSP)

A DSP enables advertisers to buy digital ad space made available by media publishers automatically via ad exchanges. It allows buyers to target audiences based on data such as website category, physical location, age, online behaviour and more. The advertiser sets up their ad inventory and audience targeting preferences in the DSP. The platform then automatically seeks opportunities in the ad exchange or network that meet these parameters.

Supply Side Platforms (SSP)

While advertisers use DSPs to manage ad buying, publishers use SSPs to manage their ad space inventory. An SSP can connect to multiple ad exchanges to maximize the publisher’s exposure to potential buyers. Through an SSP a publisher can also control ad space inventory more effectively. For instance, setting minimum prices for different impressions and dictating specific formats or buyers (in the case of private marketplaces).

Data Management Platforms (DMP)

For programmatic to work, the system needs to match up appropriate ad inventory to ad space. This is where a data management platform (DMP) comes into play.

DMPs are an independent platform that acts as a centralized data warehouse for collecting, managing, and analyzing data from a range of sources. It builds comprehensive user profiles used by programmatic algorithms to match the most relevant ad to the visitor on the publisher’s site. Advertisers and publishers both use DMPs to improve targeting, create reports, and build lookalike audiences.

Ad Exchanges

Ad exchanges sit in the middle of the programmatic ecosystem. Much like the trading floor of the stock market, it is where DSPs and SSPs meet to agree on a price and trade inventory.

Often people mix up ad exchanges with ad networks. The difference is that an ad network is a platform that bundles and sells inventory from different in-network publishers. Meanwhile, an ad exchange is a trading floor that can connect to multiple ad networks. It can also be a private marketplace in the case of direct selling (more on this later).

Here’s how these four pieces work together, in a nutshell:

The publisher uses an SSP to list ad space inventory on an ad exchange.
A pixel that the publisher includes on their website sends information (the website, user and ad space characteristics) to a DMP.
Meanwhile, an advertiser uses a DSP to set up the targeting and budget parameters they have for their ads.
The DSP connects with the DMP to identify inventory on the ad exchange that best aligns with the advertiser’s needs. It then puts in a request.
The ad exchange uses algorithmic software to decide which ad to match to which impression opportunity.
The DSP sends the ad to the SSP to display to the visitor on the publisher’s site.

Programmatic Advertising Platforms

A programmatic advertising platform enables marketers and advertisers to automate the purchase and management of their digital ad campaigns. This includes media buying, ad placement, performance tracking, and campaign optimization. Many platforms also offer an editing tool to design campaign creatives.

Publishers can manage their ad inventory through programmatic advertising platforms. Ad inventory or advertising inventory is the ad space an online or offline publisher has to sell on their website, mobile, app, video, and so on.

1. SmartyAds

SmartyAds offers a full-stack programmatic advertising ecosystem to cater to brand, agency, publisher, and app developer needs. This ecosystem consists of a Demand-Side Platform (DSP), Data Management Platform (DMP), Supply-Side Platform (SSP), and an ad exchange. SmartyAds also offers a white-label solution that allows brands to build their product on top of it.

The platform enables advertisers to run display, in-app, video, and native advertising campaigns across desktop and mobile devices. Features such as ad creation tools, robust analytics, and rich targeting capabilities help advertisers with inventory selection, ad placement, and campaign management.

SmartyAds’ header bidding solution allows publishers to run pre-bid auctions to sell the ad inventory at a premium price. App developers can use the platform to run in-app ads in formats such as rewarded video, native, banner, and playable ads.

2. TubeMogul (A Part of Adobe Advertising Cloud)

TubeMogul’s programmatic advertising software allows brands and agencies to plan, run, and optimize their advertising efforts. TubeMogul gives brands access to premium ad inventory through the real-time bidding (RTB) process. Brands can also import their direct deal or programmatic reserves inventory into the software.

You can run desktop video, mobile video, connected TV, display, native, and digital out-of-home (DOOH) ads through the platform. TubeMogul’s programmatic TV buying solution can be used to access the inventory, which is not usually available through traditional media buying.

TubeMogul launched Non-Human Traffic Credit Program in February 2016, a program that compensates advertisers for fraudulent traffic.

3. Simpli.fi

Simpli.fi Programmatic Marketing Platform is a localized programmatic platform that allows advertisers to buy ad inventory on multiple RTB ad exchanges. Simpli.fi has developed its proprietary DSP, DMP, and SSP, among other data technologies.

Advertisers can build audiences on various criteria such as device, OS used, browser, geography, intent-based search data, etc. You can import their CRM data to enhance audience targeting. The audience can be further optimized on the search and contextual keywords, IP data, frequency capping, CRM data, etc. You can also use the look-alike and search-alike modeling to expand your audience base.

Simpli.fi’s reporting suite provides over 60 in-built report templates and lets you generate ad-hoc reports or schedule customized reports.

4. MediaMath

MediaMath’s omnichannel programmatic marketing platform enables advertisers with end-to-end campaign management.

MediaMath’s DMP helps marketers by integrating data sets from first- and third-party sources, which can be segregated into segments before activating them. Advertisers can connect with their most valuable audience using the MediaMath Audience feature.

The omnichannel DSP takes care of omnichannel ad campaigns that include mobile, display, video, audio, native, and Digital Out of Home (DOOH) ads. The Creative Management and Dynamic Creative features enable marketers to deliver a consistent brand experience through all mediums.

Brain Insights and Brain Optimization utilize ML and predictive modeling to optimize their ad campaigns.

5. PubMatic

PubMatic offers solutions for both – brands and publishers.

Advertisers can access a high-quality ad inventory through PubMatic’s private marketplace. The media buyer console helps advertisers plan and manage programmatic direct campaigns across different ad formats and channels. PubMatic’s fraud-free program refunds a credit amount in case an ad fraud is detected. Advertisers can use the real-time analytics feature to optimize the campaigns.

Using the RTB advertising technology, publishers can get the highest yield on each impression. The ad quality feature scans the creative automatically and manually to prevent security violations and ensure the publisher user interface (UI) doesn’t get messy.

What is an Example of Programmatic Advertising?

1. The Amanda Foundation

The Amanda Foundation is a non-profit organization that helps animals within the adoption process. This foundation is an excellent resource for understanding what types of people are looking to adopt cats and dogs.

By extensively researching their target audience members’ browsing history and stats, The Amanda Foundation created programmatic ads that helped potential adopters figure out which pet would be best for them based on their lifestyle and interests.

Though the organization didn’t share their exact results, they were clearly successful, as this is one of the most prominent examples of a solid programmatic ad campaign.

The significant element that worked within this campaign was the research.

The Amanda Foundation was able to research their audience in-depth and determine which type of person needs which type of animal. Not only does the upfront research help the campaign perform better, but they also gained tons of insight about their audience by seeing how well the campaign ran. This information can help your marketing across all channels.

The adorable pictures of dogs and cats drew in the target audience right away, and the audience had a quick and easy way to determine their next pet. In the end, the pets found their perfect matches – and so did the people.

2. Google

Google started promoting its Google Search App through programmatic ad campaigns way back in 2014.

Since they were early to the world of programmatic ads, they were able to experiment and set the trend. They began by building their ad targeting with both first- and third-party data, as well as optimizing campaigns in real time as more data came through.

The results? 30% more people reached with three times the frequency, a 30% lower CPM when compared to 2013, and a whopping 50% increase in brand awareness.

The tip here is to be unafraid to experiment with new ad methods. More and more companies are discovering the benefits of programmatic advertising, but that doesn’t mean you’re too late. But be sure to jump on this technology now before your business gets lost in the crowd!

Programmatic Advertising Companies

There are a lot of programmatic advertising platforms in the world.
You’re an advertiser on the hunt for a reliable, trustworthy programmatic ad partner.

You need a company that knows the business of programmatic tech and can use it to make your ad spend go further, faster. But who do you trust? Here are some of the best.

MediaMath

The well-known ad tech giant MediaMath makes it on this list because of their omnichannel DSP offering. Great data management and intelligence sets this company apart in the programmatic space. If you’re a large brand looking for a fantastic all-rounder, check this company out.

They have a strong track record that speaks volumes in the industry.

Amobee

Amobee is an independent advertising platform that focuses on omnichannel reach, like we do.

One of their solutions involves a DSP that allows their clients to execute cross-channel programmatic campaigns. It’s admired for its extensive features and comprehensive ad tracking abilities.

Known best for their programmatic display advertising options, the only criticism we can find online is that retargeting could be better.

Digilant

Digilant offers clients the ability to use their omnichannel agency solutions or run self-sufficient campaigns on their platform.

As an agency they use the MediaMath platform to help clients run their own digital campaigns. This brand is useful when you need an agency to teach your team how to run partial or fully independent programmatic campaigns online.

Disruptive Advertising

As far as programmatic advertising platforms go, Disruptive Advertising focuses on PPC ads, display ads, Facebook ads and programmatic video advertising.

They are known for their transparent practices and elegant dashboards – and they have hundreds of proven success studies published from their client base.

Fyber

Fyber is a mobile-focused programmatic ad company that helps you monetize app ads.

Their platform has proprietary technology and was created when 4 ad tech companies combined. Now they offer mediation, real-time bidding, video advertising, and complete programmatic management solutions.

SmartyAds

SmartyAds is a full stack ad system that does just about everything in the programmatic realm.

When you partner with them you get omnichannel programmatic, access to impressive ad tech, and clean, easy-to-track viewability for your ads. This platform is for buyers, sellers, and tech partners.

Programmatic Advertising Certification

The Certificate Program in Programmatic Buying & Media Planning is a hands-on program that uses a Programmatic Buying Simulator allowing participants to actually create a media plan & implement it end-to-end.

The Media Planning & Buying Course will equip participants to gain the base-line knowledge to plan media campaigns in a scientific manner. The program is not limited to just theoretical knowledge but actually provides practical training creating confident media planners with a clear edge over their peers.

Programmatic Advertising Features

1. Machine Learning Algorithms

Technology and machine learning employ algorithms to review the data and find out which platform or website is best to reach the target audience. This makes the process quicker and more accurate.

2. Audience Insights

Programmatic media buying gives advertisers feedback about how their audience engaged with an ad. What factors contributed to the success or failure of the ad? What time of day or week was most relevant for users? What age group responded best to an ad? It can also shed more light on who is actually clicking on or engaging with a particular campaign. These insights can then be fed back to the marketer and agency to adjust the accuracy of their targeting the next time around.

3. Precise Audience Targeting

The main difference between programmatic and traditional advertising is the availability of precise audience targeting, which relies on building an “audience” based on a variety of traits. Advertisers can target their digital ads across all channels to audiences based on past exhibited behaviors and interests, actions, demographics, purchase intent, location, relationship status and household income.

Any combination of first, second and third-party data can be used to build an audience. First-party data is information advertisers own about their customers, while second-party data is essentially first-party data owned by someone else and third-party data is purchased from a data provider. Advertisers can use all of these to build their audience.

Once the audience has been built, advertisers can choose a variety of targeting strategies, such as retargeting, prospecting, lookalike targeting or contextual targeting to reach those consumers.

Retargeting refers to adjusting advertising approaches based on consumer behavior.
Prospecting refers to developing a pool of likely customers who have never visited your site.
Lookalike targeting takes first-party data and uses it to model potential customers so advertisers will have a larger pool of targetable consumers.
Contextual targeting can help advertisers build an audience by leveraging their existing campaigns based on keyword searches.

4. Bid Management

Programmatic media buying is also useful for setting your bid or budget, as this is another way the technology is used to automate the process. The marketer typically sets their budget and a goal in terms of impressions, and that bid goes up against other marketers vying for the same impressions. As with most auctions, how much you bid impacts whether or not you “win” the auction. If your price is too low, your ads won’t be seen by your audience.

5. Campaign Reporting and Optimization

Campaign reporting tools monitor and quantify campaign performance data. Because programmatic ads can be bought and adjusted in a small amount of time, optimizations to include the efficiency of your campaign and drive more leads or sales can also be made quickly and efficiently. These reports and optimizations don’t necessarily happen in real time, but they are automated to make the process more seamless.

Programmatic Marketing

Programmatic marketing describes an advanced marketing strategy that uses an automated, real-time bidding process that purchases ad inventory for you, allowing you to advertise to specific users in specific contexts, which results in hyper-targeted, super-effective ads.

Programmatic marketing — also called programmatic advertising — is the automated purchase of ad inventory in real-time. Programmatic advertising is available for desktop, mobile, video, and app ads.

Programmatic Advertising Agency

A programmatic agency can also help with campaign goal setting and KPI identification; audience data management; brand safety assurance; and omnichannel reporting.

A programmatic ad agency is a smart choice for most brands running digital ads because:

Algorithms alone won’t get the best results—a combination of algorithmic and human expertise will outperform a programmatic platform’s auto-optimization (auto-opt) feature.
Programmatic DSPs (particularly industry-leading options like The Trade Desk) are expensive to pay for and difficult to learn.
Programmatic expertise is more cost-effective to outsource to an agency than to hire for.
Most “full-service” agencies claiming to handle programmatic campaigns are outsourcing to programmatic specialists like PrograMetrix; working directly with a programmatic agency cuts out the middle man, saving money for your campaigns themselves.
A programmatic agency will help you identify more key takeaways from your campaign data, which will help you run more effective ad campaigns across all formats in the future.

Programmatic Display

Programmatic display advertising involves automated bidding on display advertising inventory in real-time, for the opportunity to show an ad to a specific customer type, in a specific context. It doesn’t include paid search bidding. Often it involves header bidding to facilitate the real-time bidding process.

Types of Programmatic Advertising

Contrary to the traditional media buying process, programmatic advertising may not necessarily involve advertisers and publishers working on a one-on-one basis to serve ads. The ad delivery depends on the type of programmatic deal chosen.

Different types of programmatic deals dictate the rules when delivering ads on publishers’ websites. Let’s look at the key programmatic deals:

1. Real-Time Bidding (RTB)

Also known as open auction or open marketplace, real-time bidding (RTB) has become synonymous to programmatic media buying primarily because of its widespread usage.

The ad slots are open to everyone in RTB, and they’re sold through an open auction type of bidding. The highest bidder gets the spot. The whole process takes place in real-time, and advertisers can choose ad slots as they are made available.

Although in RTB, the highest bidder gets the slot, they don’t have to pay their bid amount to get the slot. RTB follows a type of auction known as the second-price auction. In second-price auctions, the highest bidder is charged only $0.01 more than the second-highest bidder for the slot. The second highest bidder is charged slightly more than the third-highest bidder, and so on.

Although RTB is easy to set up and optimize, it lacks the transparency from the advertiser’s perspective. Advertisers know the general category of publishers, but they don’t know the exact publisher websites on which their ads will appear.

2. Private Marketplace (PMP)

The private marketplace functions in similar veins as RTB except for the fact that it is available to advertisers on an invite-only basis. In private or closed auction, publishers usually set aside a premium ad inventory reserved only for select advertisers. Many DSPs have their own PMPs that are accessible exclusively to the DSP users/customers.

Considering the benefits it offers to publishers, PMPs are primarily used by websites and publications with mass reach. Contrary to RTB, the advertiser using a PMP knows which websites their ads are being served on, allowing them to measure the accurate ROI of their ads.

3. Preferred Deals

In preferred deals, advertisers get to choose the ad inventory at a fixed price even before it is made available on private marketplaces followed by on open auctions.

Also known as spot buying, the negotiation in preferred deals takes a refined approach as both the parties agree on the pricing, targeting, etc. beforehand.

The advertiser is given a sneak peek of the publisher’s ad inventory and is not bound to make any purchase. Advertisers can use a DSP to understand their audience and determine whether to purchase the ad impression.

4. Programmatic Guaranteed

Programmatic guaranteed, also known as programmatic direct or automated guaranteed, follows the traditional approach of media buying. Here, the advertiser and publisher negotiate the terms on a one-on-one basis.

Unlike other media buying types we looked at, programmatic direct doesn’t follow a bidding process. The inventory is sold directly to the advertiser after the negotiation. Programmatic guaranteed provides advertisers the ability to choose when it comes to ad inventories, prices, audience targeting, and frequency capping.

Automated guaranteed is used by advertisers that know precisely where to place their ads and have hefty advertising budgets.

Programmatic Buying

Programmatic advertising is the use of automated technology for media buying (the process of buying advertising space), as opposed to traditional (often manual) methods of digital advertising. Programmatic media buying utilizes data insights and algorithms to serve ads to the right user at the right time, and at the right price.

To understand programmatic media buying, you must know the terminology related to this process. The traditional media buying process involves a lot of manual work, typically with several requests for proposals (RFPs), human negotiations and manual insertions of the orders (IOs), which makes it slow and inefficient. Additionally, ads are purchased in bulk and advertisers have little control over the inventory and placement.

Programmatic Software

1. SmartyAds

2. TubeMogul (A Part of Adobe Advertising Cloud)

TubeMogul launched Non-Human Traffic Credit Program in February 2016, a program that compensates advertisers for fraudulent traffic.

3. Simpli.fi

Simpli.fi’s reporting suite provides over 60 in-built report templates and lets you generate ad-hoc reports or schedule customized reports.

4. MediaMath

MediaMath’s omnichannel programmatic marketing platform enables advertisers with end-to-end campaign management.

Brain Insights and Brain Optimization utilize ML and predictive modeling to optimize their ad campaigns.

5. PubMatic

PubMatic offers solutions for both – brands and publishers.

Programmatic Advertising WebFX

If you’re ready to start using programmatic digital marketing, look no further than WebFX. They are a full-service digital marketing company with experience in creating programmatic campaigns.

Their team of 450+ experts will bring their knowledge and experience to your campaign. You’ll get a customized plan to fit your business’ needs and goals.

They are driven to bring their clients’ success. In just the past five years, they’ve driven over $3 billion in revenue and over 7.8 million leads for their clients. They put their clients’ success first and work to earn them the best possible results.

Programmatic Advertising Ecosystem

The programmatic ecosystem is a subset of the AdTech ecosystem – a collection of technology platforms which power modern digital advertising.

The ecosystem also consists of a number of available advertising deal types, methods of purchasing programmatic media, and spans across a variety of different ad formats.

The programmatic ecosystem is made up of many different platforms which communicate with one another in order to facilitate automated media transactions.

This means that there’s no single platform that operates alone to conduct programmatic advertising (if only it were that simple).

Each programmatic platform is typically owned and operated by either a publisher, an advertiser, or an intermediary which contributes various advantages to the overall process.

Programmatic Advertising Salary

The average annual pay for a Programmatic Advertising in the United States is $101,060 a year. Just in case you need a simple salary calculator, that works out to be approximately $48.59 an hour. This is the equivalent of $1,943/week or $8,422/month.

While ZipRecruiter is seeing annual salaries as high as $248,000 and as low as $22,500, the majority of Programmatic Advertising salaries currently range between $50,000 to $150,000 with top earners making $220,000 annually across the United States.

The average pay range for a Programmatic Advertising varies greatly (by as much as $100,000), which suggests there may be many opportunities for advancement and increased pay based on skill level, location and years of experience.

Programmatic Advertising Campaigns

Programmatic advertising offers marketers diverse opportunities to produce outstanding advertising campaigns. Campaigns that are both creative and data-driven – at scale. Below are some campaigns.

The Amanda Foundation

This was an ingenious campaign for a great cause. Based in L.A., the Amanda Foundation set out to rehome pets that were spending their last days at shelters across the area. The ads were targeted towards viewers who were most likely to adopt a particular cat or dog.

They used data on users’ browsing behaviour for different breeds, as well as demographic data to target viewers with display ads featuring pets they might be interested in adopting. For instance, if someone was considered to have an active lifestyle and interested in larger dogs, they might be targeted with an ad for a German Shepherd or Labrador.

The campaign, developed by Saatchi & Saatchi in L.A, is remarkable for its use of audience data. Indeed, targeted advertising to different audiences, at scale, is one of the many benefits of programmatic advertising. Meaning you can get the right ad, in front of the right person, at the right time.

CMC Markets

Programmatic advertising offers marketers the ability to maximise the moment. Take a story or event and surf the crest of it. That’s exactly what CMC Markets did in the UK with their display ad campaign hours after the British General Election of 2017. The context: the governing party, the Conservatives, rather than winning, lost its majority. A result known in the UK as a “hung parliament” (when no one party can form a government alone).

CMC Markets reacted instantly. It used the unexpected election result to maximise the effectiveness of its programmatic advertising. Using humour, and wordplay, they sought to engage and profit. Here’s an example of the display advertising:

CMC Markets benefited from using the right ad tech too. The same ads were also published in traditional print media, thanks to a creative management platform their online variations were live before the presses had even started rolling. The result: the first ad viewers saw referencing the election was CMC Markets’.

What Are The Biggest Issues Faced in Programmatic Advertising?

As advertisers are beginning to invest more heavily in programmatic advertising, we understand that there are some challenges you may face. We have explained some of these challenges below.

Fraud

As personal relationships in buying and selling are reduced and more intermediaries are added – visibility and accountability can be poor. But while ad fraud is a commonly expected (even accepted) challenge for marketers, the implicit costs are staggering, with some sources estimating up to £7bn in wasted ad spend! Not good news for brands looking for greater efficiencies in programmatic.

Yet with programmatic fraud in particular, it’s often marketers themselves driving the issue. With the move to programmatic, focus has dropped from metrics such as conversion and response, in favour of metrics that are easier for fraudsters to produce (ie, simple impressions). And, with marketers willing to ‘expect a level of fraud’, ad networks often aren’t doing enough to detect and prevent fraudulent impressions.

If marketers are to see real results and improvements in programmatic efficiency, they need to challenge their partners to minimise fraud, look for metrics that offer better insights, and look for data that gives a clear picture of whether ads are actually being seen and how realistic click data is.

Viewability

Even if impressions aren’t fraudulent, they can still be misleading, since many of the impressions bought (programmatic or otherwise) are simply never actually seen by the intended recipient. Just because an ad appears within an article, does not – and should not – mean that the ad has been viewed. The same goes for ad sites that contribute no purpose or value beyond hosting and displaying ads.

Marketers need to find a way to make viewability an accurate reflection of the return on their investment.

Price & Safety

Some networks are guilty of mixing lower quality content together with prime media, in the cynical hope that advertisers wouldn’t notice or care if their ads appeared in less-than-ideal situations. Equally, platforms that rely on user-generated content (social sites such as Facebook and YouTube) have struggled with content that is far from advertiser-friendly, presenting a substantial risk to brand safety. While most platforms and networks are now resolving these issues, brands should continue to demand transparency from their partners.

Regarding price challenges; technologies such as header bidding are having a positive impact on the market. And, as publishers’ gain experience they are able to expose more inventory and deploy more profitable programmatic operations. However, the market as a whole isn’t entirely stable; issues such as fraud, measurement, inventory fluctuations and more can cause pricing to be unpredictable, especially niche or very targeted impressions.

Targeting

Sophisticated targeting is of course a priority (and major challenge) for many brands. And while platforms such as Facebook and Google offer demographic targeting data; for real-time success, brands must be able to match their datasets to actual users generating impressions, then display the right, personalised creative at the right time.

Identity resolution and targeting are challenging – success requires significant investment in integration and focus on data compliance.

Systems and Data Integration

Systems integration is not easy, but achieving a successful link between critical systems is crucial for true transparency, reporting and scalability.

To see future success with programmatic and to make best use of resources, it’s imperative that brands seek to integrate systems and build unified, intelligent processes that reduce manual processes.

Agencies

While some brands are moving in-house, away from agency programmatic management in search of greater transparency, others have found agency partners to be incredibly responsive to the ‘do i need an agency?’ challenge. Today, agencies recognise that if they want to handle a significant portion of a brand’s ad spend, they have to evolve and offer the conversant, clear service that’s expected.

While knowing whether to work with an agency can be a challenge for some brands, agencies can offer multiple benefits; skills, experience, people and technology, plus operational or consultative support for brands who want to build out their own programmatic capabilities.

Different Solutions Programmatic Advertising Provides For Leads Generation For B2B

Programmatic advertising revolutionizes the traditional media-buying model for B2B companies, creating lasting changes in how lead generation is approached. In the consumer-facing world, a majority of digital media buys already occur over programmatic platforms. eMarketer estimates that 70% of all digital media buys in the U.K. occur programmatically.

B2B companies lag behind in this category — just 19% spend over half of their media budget on programmatic buys. There are many reasons behind this slower uptake, but advancing technology, marketer up skilling, and forecasting could soon close the gap. As spending and stakeholder interest for programmatic in the B2B world increases, a number of significant changes and trends within industry practices have developed.

As a result, 69% of B2B marketing professionals indicated that they plan to increase programmatic spending this year. Of those, 22% claim they plan on increasing their programmatic media budget by more than 25%. Just 3% stated that they plan to spend less.

For some time, many marketers felt that “programmatic” was the newest buzzword. It still gets thrown around all the time, and it’s easily dismissed by those who haven’t dug into the details to fully understand what programmatic buying is or how it differs from other types of advertising methods “What’s behind the change is the greater ability to connect anonymous data with PII (personally identifiable information) data,” explains Ashu Garg, general partner at ad-tech-focused VC firm Foundation Capital. “Secondly is the ability to get much more precise targeting from niche segments and audiences across platforms, whether that be social, display or video platforms.”

DMPs in combination with programmatic demand-side platforms (DSPs) can also enable lookalike targeting at scale. This helps B2B brands grow their audience and generate more marketing-qualified leads.

Where do Programmatic Advertising Stand in a Marketing Funnel?

It can play a role throughout the funnel, it just depends on the tactics you use. You can use it at the top of the funnel to drive reach and awareness with a broad online video or CTV campaign, you can use it retarget web visitors for a demand gen display banner campaign at the bottom of the funnel and everything between those.

Programmatic media and strategies can be used at every point in the funnel, depending on creatives, messaging and set up.

Rtb/programmatic is generally lower intent compared with social or search but it’s similar in that it’s flexible enough to operate top, middle and bottom of funnel.

It’s what a lot of big brands use for pure top of funnel. Performance minded brands use it for inexpensive and effective retargeting and other strategies yield pretty good middle of funnel reactions.

How Will a Repeal of Net Neutrality Affect Programmatic Advertising?

Net neutrality rules required internet service providers (ISPs) like AT&T, Comcast, Sprint and Verizon, to treat all internet traffic equally. ISPs could not discriminate against websites or charge different prices based on user type, content, platform, application, method of communication, or other factors. Websites that marketers helped develop and promote enjoyed the same potential to reach audiences as websites of internet giants.

With the Federal Communications Commission’s vote to repeal net neutrality, ISPs can now provide faster service to those willing to pay more and charge more to access websites like Netflix or YouTube or others that require more bandwidth.

FCC Chairman Ajit Pai argues that the repeal will foster innovation and competition. Others predict the opposite. Although some predictions verge on alarmist, the demise of net neutrality will surely impact online marketing and digital PR.

ISPs could favor their own content over competitors. They might even restrict internet access to all but those paying the highest prices. Access to websites of individuals, small businesses, and sites of all but deep-pocket corporations could become slower or nonexistent.

If that happens, small businesses and agencies will not be able to compete. If a company like Amazon can prioritize their own ad traffic through their servers, customers will be more likely to click on their ads, giving them a competitive advantage, warns Reuven Shechter, digital content specialist at Leverage Marketing. “Small- and medium-sized businesses could lose out, have their traffic and revenue drop, and watch as the larger players take a bigger slice of the pie,” Schechter says.

How to Setup my Web Application For Programmatic Advertising

Programmatic can be the next frontier in your digital advertising strategy. If you master it, the whole web can be conquered by your company, as you can serve your ads on any site or app that decided to opt for monetization.

Big victories start with small steps. Are you ready to learn the basics of how to create a programmatic advertising campaign from scratch?

Step #1 — Preparation
1. Set Your Advertising Campaign Goals
2. Choose the Type of Programmatic Ad Campaign
3. Sign Up for The Right Demand-Side Platform
Step #2 — Launch
1. Estimate Budget Of Your Advertising Campaign
2. Define Basic Targeting Options
3. Select a Creative Type and Upload
Step #3 — Optimization
1. Receive Real-Time Reports and Analyze Them
2. Optimize Settings According to Your Analysis
3. Retarget Users Who Didn’t Convert

Top Conferences For Ambitious PPC Programmatic Advertising Professionals

The Marketing events industry has much to offer; and the on-set of the COVID-19 pandemic has changed the dynamic of how events are conducted world-over. Here, you can glance through our top marketing events, read reviews and feedback from past editions of events, and also check out the hottest upcoming events.

Online communities and the opportunity to network can have a profound impact on the way we consume experiences. Attending these events can offer invaluable learning platforms, and can be great for networking.

Advantages of Programmatic Advertising

Scalable and Flexible Spending

Programmatic ads are completely scalable in how much is spent on ad campaigns, making it an appropriate form of advertising for big and small businesses alike.

SMBs with limited budgets can simply put a monetary ceiling on their campaigns so they do not end up overspending and paying more than they bargained for.

Google Ads, for example, allows for average daily budgets for campaigns and will determine when best to use the budget on a day-to-day basis, depending on factors which impact the campaign’s ROI—advertising more for a display campaign restaurant in the run-up to the weekend might be more advantageous, for example.

Because of this, not only can budgets be used more effectively, but the scalability of ads run through programmatic advertising is extremely flexible—companies can simply up or reduce the budget whenever appropriate.

Large Reach

Programmatic advertising provides enormous reach to marketers because the marketplace for publishers far exceeds anything else.

With millions of websites and the ad space being sold by them, programmatic advertising offers an opportunity to reach an incredibly broad and diverse audience, depending on the needs of the buyer.

This is something that is simply unmatched by any other form of advertising and gives programmatic advertising a huge advantage in this respect.

Transparency

Programmatic advertising provides a level of transparency for marketers that allows them total visibility over their campaigns.

Marketers can see exactly what sites their ads are being used on, what kinds of audiences are seeing their ads, and what they are getting in return on their investment.

This makes it a lot easier for marketers to determine the success of their campaigns and how to proceed to improve them to, for example, reach out to their target audiences by seeing what sites are currently being used and whether you’re communicating your message to the right end users.

Efficiency

This transparency plays a big part in the efficiency that programmatic advertising can bring.

Access to this data in real-time means that marketers can make changes where necessary and optimize the placement and style of digital ads in order to effectively make conversions.

The data-driven approach of programmatic advertising makes it an efficient tool for advertising.

Targeting

As we noted, the specificity of programmatic advertising allows for a level of targeting that is unparalleled by any other form of modern marketing.

Programmatic advertising means several different factors can be segmented and targeted according to the needs of the marketer.

Examples of different types of targeting are:

Contextual: This kind of targeting means data is used to ensure the right kind of ad appears on a relevant site.
Behavioral: Shopping habits and interests drive behavioral targeting, where ads will be shown to people who fit a certain behavior profile—for example someone adding an item to their basket without purchasing. That information can be used to target that customer with something they may be interested in.
Location: Geo-targeting ensures that location-specific ads can be seen by those it’s most relevant to, based on consumer information regarding region or postal codes.
Device: Advertisers can reach users across devices, meaning marketers can use ads that nurture prospects on an omnichannel basis instead of just hoping a single ad cuts through.

Real-time Data

Because as it’s heart, programmatic advertising is conducted through the application and analysis of data in real-time, marketers have access to this information in real-time, too.

As a result, they can make decisions on-the-fly, making adjustments to campaigns where necessary and evaluating them as they are launched.

This kind of real-time management using a data-driven decision making process is what marks programmatic advertising out as a useful solution to marketers.

What Are The Bid Prices in Programmatic Advertising?

Programmatic media effectively speeds up the process by eliminating the negotiation between the buyers (advertisers) and sellers (publishers), saving both time and money. This allows app advertisers to set up rules for real-time bidding in a way that ensures the ad will reach the target users.

Not only does automated media buying save app advertisers a lot of time, but it is also cost effective. All an app advertiser must do is to bid on the desired media inventory at the desired cost per mille (CPM). If that CPM is above the minimum price the publisher has set and is highest amongst other bidders, the app advertiser will win the auction.

Price Floors

In a programmatic environment, there are two different levels of price floors a publisher can set: hard and soft price floors.

Hard Price Floor (HPF)

Sellers could set a minimum price, also known as hard floor, in which they can tolerate for their media inventory in the ad exchanges. Bids that are below this minimum price are simply discarded. This means sellers will not take any bids less than the hard price floor, not even a cent less than the hard floor price.

Soft Price Floor (SPF)

Soft floor, on the other hand, is more of a threshold that sellers can set to capture what would otherwise be missed opportunities, especially when all buyers set bids that are only slightly less than the floor.

Auction Scenarios

With soft and hard price floors in place, the programmatic media buying landscape can be divided into three different scenarios:

If the highest bid is greater than the soft floor, a second-price auction takes place. The highest bidder wins the first slot. The second-highest bidder wins the second slot, and so on. However, with a second price auction, the highest bidder pays the price bid by the bidder below them e.g., the highest bidder pays the price bid by the second-highest bidder.

If the highest bid is less than the soft price floor but greater than the hard price floor, a first-price auction takes place. In this scenario, the winners pay the exact price they’ve bid.
If the highest bid is less than the hard price floor, then there is no deal. This means that publishers will not be selling their media inventory at the bid price.

For years, the second-price auction model has been the gold standard for auctioning mobile ad inventory. This auction model often encouraged aggressive bidding, given the likelihood that the successful advertiser would pay a lower price. While advertisers often benefited from this strategy, publishers were not able to maximize the value of their inventory and sell it for its true value to advertisers.

Is Amazon Ads Programmatic Advertising?

Amazon DSP actualizes advertisers’ dream of using Amazon data without having a presence on amazon.com. With Amazon DSP, advertisers can target users based on their Amazon search data and serve them advertising on sites all across the web. The best part is these ads don’t even need to direct back to the brand’s Amazon presence.

A brand can use Amazon’s DSP to execute programmatic campaigns based on Amazon intent data, and the ads can direct consumers back to the brand’s own website. As a result, brands can drive conversions to their amazon.com presence, or to their own e-commerce site.

It’s exactly what advertisers always wanted—and yet so few of them are using it.

Many advertisers may simply be unaware that Amazon DSP exists as part of the Amazon Advertising platform, and in their defense, their lack of awareness is somewhat justified. Amazon hasn’t been super vocal about its DSP and its myriad benefits. It doesn’t need to be, either.

Amazon has a host of departments—Amazon, Amazon Prime Video, Amazon Web Services, to name just a few — that are multi-billion dollar behemoths in their own right and thus command a majority of the company’s attention.

But don’t be fooled. Just because Amazon isn’t pushing its DSP doesn’t mean there’s not incredible value to be gleaned from using it. Amazon’s DSP has delivered incredible results for some of our clients here at DELVE, for instance.

Can Programmatic Advertising Help Improve Paid Search?

SEM specialist Steve Bayona has worked with both programmatic and paid search in his career. He thinks of these two channels like rival siblings. While the budget issue is real, can’t they all get along?

They can. And together they can thrive! But for a price.

When it comes to paid search marketing, campaign managers want more. More results for their money is top of mind, and programmatic isn’t cheap.

Still, programmatic can help SEM marketers gather top-of-funnel leads. As PPC guru Jeff Baum explains:

Programmatic brings new top of funnel leads into the PPC conversion funnel. As a result, search marketers get more searches, traffic and conversions down the road.
Programmatic campaigns provide rich audience data that you can use to inform paid search campaigns, including keyword buys and ad copy.

While Baum makes a compelling argument, marketers need to make sure that they have a convincing conversion path if they’re going to entertain this type of top-funnel gathering and ad optimization from programmatic.

Again it’s a matter of accessibility and budget.

That said, Baum makes a powerful point:

Marketers must shift their mindset from “buying media” to “buying audiences.”

Is Bing Ads Programmatic Advertising?

However, in 2020, marketers had spent a total of $7.8 billion on Microsoft Advertising (or previously known as Bing Ads), an increase of 35% since 2016. This means we should not underestimate Microsoft presence in the advertising game!

Bing is a search engine owned and ran by Microsoft. It provides services such as web, image, maps, and video, etc. Bing Ads is the name of their advertising service but recently was renamed ‘Microsoft Advertising’ in 2019. This is because Microsoft’s ads can now serve on Bing, Yahoo, MSN, and AOL networks.

Reach your customers with a multi-channel offering across display, mobile, video and native. Microsoft Advertising gives you access to the highest quality media at unrivaled scale, all in a brand-safe, highly viewable environment.

How is Programmatic Advertising Different From Traditional Digital Media Buying?

Programmatic advertising is a form of digital advertising that enables you to automate your ad management process.

With programmatic advertising, you can reach more members of your target audience through multiple online channels like search engines, social media platforms, and more.

Instead of manually managing your ad sales and purchases, programmatic advertising uses artificial intelligence (AI) to automate the process.

Traditional advertising involves any form of advertising that doesn’t take place online. In most cases, traditional advertising involves promoting your products and services through advertising channels like:

Television and radio
Telemarketing
Magazines and newspapers
Direct mail
And more

As a result, traditional advertising enables you to reach a wide audience of consumers who may or may not be interested in your products and services.

There are several benefits of programmatic advertising, including:

1. Programmatic advertising reaches your ideal customers

Programmatic advertising offers advanced audience targeting features to help you reach the consumers who are most likely to purchase your products and services.

For example, with programmatic advertising, you can target users based on their:

Location
Age
Gender
Purchase history
Interests
And more

On the other hand, traditional advertising doesn’t offer the same refined targeting that programmatic advertising does. As a result, you can create more personalized marketing messages that resonate with your target audience with programmatic ads.

That means you can encourage more conversions and sales for your company.

2. Programmatic advertising streamlines your ad campaign management

Perhaps one of the best benefits of programmatic advertising is that it helps streamline your ad campaign management. With programmatic advertising, you can eliminate time-consuming processes like placing bids.

Instead, AI takes over, using your goals and budget as a guide to bid and purchase ad space for your business in real-time, saving your business a ton of time and resources. That means you can spend more time improving your advertisements to achieve even better results from your campaign in the future.

3. Programmatic advertising is measurable

If you want to maximize your return on investment (ROI), it’s essential to track and measure the success of your advertising campaigns. Programmatic advertising enables you to measure your campaign results with ease.

For example, you can view essential audience insights to learn more about your target audience and current customers. You can also see valuable metrics like your conversion rate, click-through rate (CTR), and more to view the impact of your advertisements.

As a result, you can continually improve your advertising strategy to reach your ideal customers and drive the best results for your business, earning you a higher ROI in the long run.

Favourite Blogs For Programmatic Marketing or Real Time Advertising

1. The Moz Blog:

The Moz blog is undoubtedly one of the best to read if you’re looking to stay on top of industry news related to SEO or inbound marketing initiatives. Any good digital marketer understands the importance of SEO, and how ever-changing the guidelines, rules, and regulations associated with search results can be. The Moz blog covers everything you need to know with the right amount of detail to make it comprehendible without being overwhelming. Even if you’re a beginner with SEO, their content is quite digestible.

Each of their posts provides real value, offering actionable insights or even “how-to” articles related to SEO. Every Friday, they post a “Whiteboard Friday” video as part of a recurring series, diving into different topics under the giant SEO umbrella.

Whether it’s an analysis of an announcement from Google about a recent algorithm update, or a guide for keyword planning, the MOZ blog should be a go-to for any marketers or business owners looking to deepen their knowledge of SEO and learn how they can better integrate it into their overall marketing plan (if they aren’t already).

2. Content Marketing Institute:

Content is an essential aspect of any digital marketing campaign. The Content Marketing Institute offers some of the best advice around in terms of how content can help your brand. From industry trends to best practices, their posts offer helpful advice on how to create the best strategies for your business and how your content marketing should play a role in the “bigger picture.”

One of their main objectives is to provide education to marketers, so there are plenty of events and research documents, as well as access to a lot of resources including eBooks and whitepapers. Any successful content marketing plan has undoubtedly utilized some of the expertise shared through the Content Marketing Institute-whether they realize it or not!

3. Marketing Land:

Marketing Land provides a lot of quality content on different topics and industry news. From updates in content management systems, to new features on social media platforms, their posts are informative and relevant. Recently some of their posts covered the CES Tech event in Las Vegas by posting panel discussions and blogging about different topics that were covered throughout the event.

This live blog allowed people, who may not have been able to make it to the actual event, stay informed and become a part of the discussion even though they were not in attendance. Their blog lets you interact with various industry leaders, while providing their audience with content that is engaging and educational.

4. Econsultancy:

The insights on the Econsultancy blog range from the entire digital marketing spectrum, and even dive into more specific niche industries. The resources they offer provide practical advice for brands to market themselves online in a way that follows best practices but also integrates innovative trends.

When it comes to innovation and the latest and greatest in digital marketing, Econsultancy always has it covered. Whether you’re B2B or B2C, or work in fashion or healthcare, Econsultancy offers advice for marketing that nearly any business can apply to their tactics to help reach their own objectives.

5. Kissmetrics:

The Kissmetrics blog offers analytics and testing insights on everything you’d ever need when it comes to marketing. Data-driven marketing is truly their expertise. The team at Kissmetrics regularly examines statistical trends to create reports that can better inform brand’s online performance.

These posts help create solutions for companies looking to improve their online marketing, and a lot of their findings can help to shape the decisions made for a lot of companies as they try to achieve their marketing goals.

Arguably the best part about their insights, and their real differentiator in comparison to blogs that are seemingly similar, is that nearly all of their thoughts are backed by corresponding metrics that support and provide reasoning for the advice they’re giving.

6. Convince & Convert:

Convince & Convert offers a variety of resources including a website, blog, podcast, books, and ebooks. They are digital marketing advisors led by Jay Baer, and it is the perfect stop to learn more about digital advertising. Each of the articles are short and simple that get to the point of what they are discussing, while still remaining insightful and informative.

Their articles help you look at your own content in a new way, and think outside of the box in regards to what opportunities you could be incorporating into your own digital marketing strategies. Their content, can help your own content.

7. Socialfresh:

What is great about Socialfresh’s posts is that many of them include alternative media embedded in them. Most of them are podcasts covering the topic of the blog post that it is within, but others include videos and speeches or presentations at various events. This is a great blog for someone who may not have the time to sit and read multiple articles at a time.

This offers you more than one way to consume the content that the blog is providing. It’s an obvious choice to include some digital media in a blog that highlights digital marketing, and a welcomed alternative way to consume the information being presented. The diverse topics that are covered focus a lot on the power of social media and how the industry is evolving.

Is Programmatic The Future of Advertising?

According to a study, programmatic buying reached almost $455 billion in ad spend in 2021 with more and more advertisers looking to achieve better results. The future of programmatic advertising is exciting as the industry will continue to rise with an estimated ad spend expected to accelerate to nearly $524.31 billion in 2022.

Programmatic audio

As the name suggests, this is the use of programmatic advertising technology that automates the selling and insertion of ads in audio content by using a process that is very similar to display advertising. This is done across podcasts, digital radio, and/or music-streaming services.

This past year saw an increase in digital audio with weekly podcast listenership increasing by 17 percent since last year. Spotify has experienced a 30 percent increase in ad-supported monthly active users since last year – reaffirming the belief that audio may be the new video.

The year 2022 will see a huge increase in programmatic audio due to increasing interest of publishers and availability of proper technology and standards to provide it.

What Are The Best Programmatic Video Advertising?

Programmatic advertising is the practice of buying and selling ad space using data and machine learning technologies to automate the process online for faster, better results.

In this instance, advertisers create video ads that are then programmatically traded. This is done using real-time bidding, programmatic direct or private marketplace deals.

There are many different types of programmatic video advertising that are created today. Each allows for interesting creative opportunities.

In-Stream Ads

In-stream ads are part of a video’s linear structure, and they are placed either before, during or after the content in the video. If you’ve watched a Youtube video, you’ve come across them.

Pre-roll ads: Play before the video starts
Mid-roll ads: Play as the video is playing
Post-roll ads: Play at the end of the video

Out-Stream Ads

Also called native video or in-read ads, these video ads differ from their in-stream counterparts.

Outstream ads don’t play with other videos, instead they mainly appear in text content and autoplay as you’re scrolling by. These ads don’t disrupt existing video content like instream ads do.

In-Display Ads

In-Display adverts are rich-media videos that appear inside display ad units, at the top of your Youtube feed or in-banner on a page. They don’t play without being clicked on, so there’s an element of choice for the viewer.

Can Social Media Advertising be Considered Programmatic Media?

When most people think of programmatic ads, they picture display ads, such as banner ads, on websites. While this is one popular and potentially useful form of programmatic advertising, you can also purchase various other kinds of ads programmatically, including video, native, search, audio, and of course, social.

In fact, social media now accounts for more than half of programmatic ad spending. eMarketer recently predicted that 56.3% of the $57 billion advertisers spent on programmatic ads in 2019 would go to social media and that, by 2021, that number would increase to 57.6%.

You can use programmatic tools to place ads on social media in much the same way you would use them to buy display ads and other forms of digital advertising: by using a DSP or trading desk that gives you access to ad space on social media platforms.

What Are The Best Programmatic Display Advertising Companies in Dubai?

There are several benefits of hiring an advertising agency as they maintain the company’s engagement with targeted customers. It also allows you to save some time and spend it more efficiently. Moreover, hiring an advertising company can save unnecessary expenses for digital marketing.

Here is a list of result-oriented advertising companies in Dubai offering customized marketing solutions for your brand:

Scarlet Media

Scarlet Media is among the best advertising agencies in Dubai, Middle East. This company applies programmatic advertising techniques to bring the highest ROI (return on investment) letting your brand overcome any possibility of human errors, impress your target audience and gives a greater level of transparency with your clients.

This helps you make a top-notch impression with your audience ensuring you high efficiency in marketing performance. What’s more, its social media and digital advertising solutions give you ads with astute messages letting you impress your customers and increase brand awareness, making it one of the best advertising agencies in Dubai.

POP Communication

This media agency is a proud member of MEPRA (Middle East Public Relations Association).

Pop is based in Dubai and the team of POP Communication has worked for a diverse portfolio of regional as well as international clients. We would be glad to know that the experts of this media agency are skilled enough to properly maintain the public relations of your setup. POP Communication also offers consultation and develops a unique marketing strategy for your business.

They provide expert services to clients of varied industries, such as hospitality, design, furniture, beauty, tourism, art, education, luxury, travel and what not! POP Communications has its office located in the Regal Tower, Dubai.

Dice Marketing and Advertising

As one of the leading advertising companies in Dubai services offered by Dice are:

Social media (Strategy planning, Content writing, Creative Copywriting)

Event (Public Relations, Event management, Corporate events)

Branding

Graphic designing (Creative concept, infographics)

It is interesting enough to know that Dice Marketing and Advertising also holds the Guinness World Record for the Longest Line of Photographs in 2017.

Skyrocket Dubai

Skyrocket Dubai is a full-service digital agency with experience of over 15 years. The executives at this digital agency are eager to precisely understand the client’s requirement and offer the best video production in Dubai and content strategy to help a setup stand out of the crowd.

Skyrocket stays ahead of its competitors in the use of modern technology and its implications for video marketing. They are skilled in using augmented reality, 3D Animation, Holographic Display, and many more.

Should Startups Invest in Programmatic Video Advertising?

If you are a business owner, it is time to invest in programmatic marketing. Here is how you can benefit more from programmatic marketing.

1. Higher Control and Transparency

This is what we were talking about. This technology offers an added layer of privacy. Traditional advertising doesn’t have this. In this way, you will have the control to monitor the advertisement reach for your audience. Also, you will get to know whether you are targeting the right audience or not. Also, the costs associated with programmatic marketing and advertisements are counted in real-time. Therefore, you can tweak your campaign to be more result-oriented.

2. Real-Time Management

It is true that real-time data management and reporting is a dream for advertisers. Programmatic marketing offers the ability to measure how effective a campaign is. It doesn’t take much time to show how things are turning out. Since programmatic marketing offers deep analysis, the predictions are accurate. Thus, you can trust the process.

3. Much Better Targeting Capability

Programmatic marketing is the future. It not only offers flexibility but also helps in reaching your target audience in a set time frame. It offers different targeting approaches. For instance, you will have IP targeting which targets specific IP addresses. It is great for businesses and events.

There is also the geolocation targeting facility. This is perfect to target consumers by state, city, and zip code. And we are not done here. It will also offer you context keyword targeting. With so many targeting features, it helps you to reach a customized audience and make more sales.

Also, it helps you to convince a bigger audience to buy from you. This happens because you are targeting the right audience in your niche.

4. Expands Your Reach and Offers Relevant Impressions

There is no doubt that converting leads into customers is the most important challenge for any business, especially for a startup. Programmatic advertising can help in reaching the maximum potential of your business. It will offer you relevant impressions. You can explore the options and see which are not possible when it comes to ad placements that were bought manually.

Also, it helps you buy effective advertising space on the internet. You will have to pay only for the relevant impressions. Thus, it adds flexibility in the ads and you get more advertisements without an overwhelming budget. This something you cannot expect from a traditional advertisement.

This is an efficient way to promote your business. You can check the effectiveness of your digital marketing strategies at any given time. Also, the real-time measurements will help you make adjustments when needed.

What is The Cost of Programmatic TV Advertising?

the process of buying programmatic TV advertising is fast and simple. It utilizes data insights and algorithms to serve ads to the right user at the right time, and at the right price. Although, to understand the ways to go about programmatic TV buying, you should note there are three different categories it can fall under.

Real-Time Bidding (RTB)

Real-time bidding is the first and most common way you can go about purchasing programmatic TV advertising. It is also called open auction and happens in real-time. RTB is also open to anyone looking to purchase programmatic advertising. The price is often determined based on the supply and demand for ad space. This makes it extremely cost-effective.

Private Marketplace (PMP)

Similar to RTB, private marketplace is an auction, but only selected advertisers may participate in it. To participate in this form of programmatic television buying, you will need to either be invited or apply to receive an invitation.

Programmatic Direct

The final way to purchase programmatic TV advertising is through programmatic direct. This process doesn’t consist of an auction, but a publisher selling ad space at a fixed cost per mille (cost per thousand impressions.) Selling based on impression is often ideal for publishers because it’s an inventory based product.

It was forecast that programmatic TV advertising spending in the United States would reach 4.73 billion U.S. dollars in 2020, representing a 70.9 percent growth compared to previous year, when the spending was calculated at 2.77 billion dollars.

How Does Programmatic TV Advertising Work?

Programmatic TV advertising is the data-driven automation of audience-based advertising transactions. It inverts the industry standard, in which marketers rely on show ratings to determine desirable audiences for their ads. Instead, with programmatic tech, marketers use audience data to pipe advertising to optimal places.

It means more specificity. Rather than relying on ratings for specific shows or channels, marketers can use programmatic tech to reach a more specific subset of consumers, like men with a $50,000 income who own an Android device.

They don’t care if that ad shows up on X Factor or the X Games, as long as the target audience is watching. Most TV audience targeting today is not quite that advanced, however, which is one reason why programmatic TV is still in its infancy.

Brands and agencies stand to benefit from more targeted TV marketing, and undervalued cable networks could bolster their ad revenue, but the biggest winners are likely to be the tech vendors facilitating these transactions: companies like Google, Turn and TubeMogul. Whoever makes the most widely-used set of programmatic TV ad technologies could capture a substantial slice of a $70 billion market.

How Can Programmatic Technology Help Shape Advertising Campaigns?

The essence of programmatic marketing work is based on the interaction of those media buying and media selling platforms.

Advertisers sign up at the DSP and set their campaigns’ options and budget, while publishers add their ad inventory to the SSP. Based on campaign settings, targeting segments in DMP, and bid request information, DSP defines the relevance of an ad impression. If the impression is relevant, DSP bids on it in the auction take place at ad exchange (ad exchanges are also responsible for maintaining auctions).

The ad buying process starts at the RTB auction. The highest bid wins and the winner’s ad is served to the user. Finally, after the campaign ends, an advertiser measures and analyzes the campaign’s effectiveness and, if necessary, optimizes it in DSP. Let’s discover how to create your first programmatic marketing campaign.

What is Programmatic Job Advertising And How Does it Impact Recruiting Function?

Programmatic recruitment advertising is the programmatic buying of online recruitment advertising. Traditionally, recruitment advertising took a “spray and pray” approach.

Today, programmatic recruitment advertising enables talent acquisition teams to target their advertising so that it’s seen by exactly the right potential candidates – the ones they’d actually want to hire. It’s cost-effective and delivers consistent results.

Programmatic recruitment advertising puts the power back in the hands of in-house recruitment teams that want to consistently attract quality, engaged candidates.

By attracting candidates through targeted advertising (an inbound recruiting approach), rather than cold messaging them on LinkedIn or by email (an outbound recruiting approach) you’ll:

Attract more engaged applicants
Strengthen your employer brand amongst those that don’t apply this time, making it easier to attract candidates in the future
Broaden the reach of your recruitment marketing to attract passive as well as active candidates
Spend less time on unpredictable manual outreach
Build your own talent pool of “silver medalists”
Reduce recruitment costs by spending advertising budgets more effectively, and reducing reliance on third-party recruiters

How Can Programmatic Software Maximize Job Advertising Budgets?

If a company has a recruiting budget of $2,000/month or higher, it’s likely there is some type of wasted spend in that budget. There are many reasons why the budget isn’t used as efficiently as it could be. Some examples include:

A surplus of candidate applications for certain jobs
Too few candidate applications for certain jobs
Advertising on low-performing job boards
Investing too much budget on low-priority jobs and not enough budget on high-priority jobs
Incorrect or low-performing job titles

Let’s look at how an industrial manufacturing company optimized its budget with a programmatic recruiting approach.

An industrial company based in the Midwest was spending $3,500/month on industry-leading job sites. They continually invested more money on these job sites in the hope that it would help them acquire more candidate applications. Using Appcast’s programmatic recruitment software, they reallocated the budget when they realized that too much money was being spent on low priority, easy-to-fill jobs. The shift in strategy unlocked significant changes:

Before budget optimization: 568 applications per month at $3,500 for an average $6.16 CPA
After budget optimization: 915 applications per month at $3,021 for an average $3.30 CPA

A simple change to the company’s job advertising strategy resulted in 61% more candidates per month at a savings of approximately $6,000 annually, all thanks to data and programmatic recruitment software.

What is The Current Scenario of The Programmatic Display Advertising Market in The US?

Programmatic also owes its 2021 growth spurt to the burgeoning connected TV advertising market, which, in addition to bringing more video inventory to the web, has been increasing its use of automation since 2017.

Although growth in programmatic digital display ad spending will slow in 2022, advertisers will spend a healthy $123.22 billion. As a testament to its flexible nature and continued growth in connected TV (CTV), programmatic display will maintain a growth rate just over 2 percentage points higher than that of the total digital ad market through 2023.

In 2022, over 90% of all digital display ad dollars will transact programmatically. Within mobile display ad spending, programmatic crossed the 90% threshold in 2019, thanks largely to social media’s influence. Since then, the share of CTV digital display ad spending shifting into programmatic channels has increased dramatically as advertisers continue to shed the burden of insertion orders in favor of automated purchasing avenues.

Retail media networks are set to become the third big wave of digital advertising. In programmatic, this means more ad supply that is close to the point of purchase with the added benefit of consumer data.

Dozens of retail media networks have launched over the past few years, with virtually every leading digital marketplace, mass merchandiser, national grocery chain, category-specific retailer, and delivery provider getting into the game.

What is Programmatic Native Advertising?

Programmatic native advertising is a technique designed to incorporate the marketers’ messages and assets in a publisher’s feed.

Programmatic buying allows advertisers to make native ads even more relevant. By leveraging machine learning and contextual signals, programmatic native ads can be tailored to both the user and the placement at scale, resulting in better performance for advertisers.

Before programmatic ad buying, digital ads were bought and sold by human ad buyers and salespeople, who can be expensive and unreliable. Programmatic advertising technology promises to make the ad buying system more efficient, and therefore cheaper, by removing humans from the process wherever possible.

Users are responding positively to native ads. Users are more than 2X as likely to click on a native ad as a traditional banner.

What is Programmatic TV Advertising?

Programmatic TV is a method of advertising which relies on digital tools in determining the best way to produce and use marketing content. Instead of depending on “linear” TV schedules that broadcast programs on a set time and date, television marketers can use software platforms that automatically purchase TV inventory based on the audience you want to reach.

One way to buy like this is by looking at streaming TV. Streaming is determined by the consumer and not the service provider. In other words, the consumer can watch a TV show whenever he or she wants. A popular option for streaming TV advertising is advertising on Connected TV, or CTV. A CTV is a television set with built-in Internet capabilities that allows users to watch shows on their own schedules. This makes it easier to target specific audiences based on what they’re watching.

Demographics such as age, gender, race, income level and general tastes are hard to trace with ratings—but they are much more transparent with programmatic TV. Television advertisers would love to learn what age groups watched The Mindy Show or Homeland, for example.

If Homeland is primarily watched by 30- to 50-year-old males, for example, TV marketers would highlight certain products catered to them such as razor blades and hair-growth products. With programmatic TV advertising on streaming platforms, marketers have an opportunity to target the right audiences down to a granular level.