Various layers of technology are used to enable programmatic—not only the buying and selling of ads, but also the measurement and attribution. Learn more about it in this video.
- [Instructor] The technology then ables programmatic advertising, referred to by developers as the stack, can be described as follows. A domain type platform with DSP is used by advertisers and by agencies and trading desks to manage the media buying and the ad creative that's used with a wide variety of publishers. It is here where a campaign is created, monitored, and optimized throughout its lifecycle. The variables that determine how much we bid for an impression or click is all managed here through the DSP.
You really need to evaluate each DSP carefully against your business needs to determine the best fit. Some options include AOL, The Trading Desk, MediaMath, Rocket Fuel, and the DoubleClick Bid Manager, or DBM. Next, a supply-side platform, or SSP, is used by publishers to manage all of their client campaigns at the same time. Publishers automate the entire process, but they make certain input in to the SSP.
For example, they provide channel and tagging information to identify certain inventory for advertisers, they can troll the minimum selling price of inventory through the system. It is also through the information providing, or leading SSPs, that publishers enable brands to make safer decisions. There is no shortage of SSPs. We've got OpenX, AOL, AdX, and many more. Agency trading desks, or ATDs, is somewhat of an outgoing technology because marketers seek more direct control over their ads spent and some more transparency.
So, it's certainly an option that we seek to avoid in our quest for more direct and transparent transactions. A data management platform, or DMP, acts as a hub where various data is collected and analyzed, and this forms part of our bidding decision. This can include data from your CRM system, from apps, external data partners, and so forth. So, let's say that you need to configure ad creative to advertise convertible cars on sunny days, but you want roofed vehicles and SUVs on rainy days, and you're going to use a weather feed for this.
And then, you want to exclude people who recently purchased a vehicle based on their email address. So, it will be through the DMP that you're going to manage all of those. Now, various options will exist. You've got solutions like Adobe Audience Manager, you've got DoubleClick Audience Center, and AdRoll. They all provide unique features, and you should carefully consider these on a case by case basis. When you're looking to target predefined segments based on the success of your competitors, or some known market information, you want to create segments, then of course, your choice of DMP is what will enable it.
An ad server is used for tracking various users across various platforms, rather than just a specific website, and this will enable us to serve ads based on that user's behavior. And then finally, we've got measurement reporting and attribution, and this is a key layer because your analytics and attribution software, which is usually cloud-based, should integrate with each element of your programmatic ecosystem, because that is what will form the basis of all your future advertising decisions.
And, of course, it enables optimization. At the time that you evaluate different options to assemble your own programmatic ecosystem, you'll discover various options. Some systems might be inferior in many aspects, but they caught your attention through one or two unique features. Other systems might try to prove their worth by drawing your attention to some interesting sales funnels, and this might distract you from the bigger picture.
The best thing to do is to evaluate the features and the benefits of a range of options, and then make a list of the features that you desire most, also noting their cost. The volume of inventory that you purchase will play an important role. If you're a large business buying high volumes with limited availability, you want open access to many markets. If in addition to that you have valuable data of your own that should influence your bid adjustments, you need a DMP that can add your own data to the mix.
If, on the other hand, you buy only 20,000 targeted clicks per month, and availability within in your closed system is one million, then moving to an open system with five million might not justify the expense. If you do not have valuable data that you want to add to the mix, then there are many advanced features that you won't be needing. So therefore, a cost-benefit analysis will be essential to guide all of your decisions.
Here marketing expert Adriaan Brits shows members the fundamentals of programmatic advertising. Learn how to examine audience insights and pick a real-time advertising platform that can help you understand when and where to place ads. Discover how to target advertising for video, mobile, and apps, and work with LinkedIn, Facebook, and the Google Display Network. Plus, find out how to create campaigns, use advanced targeting to reach B2B decision makers, and act on valuable audience insights.
- How programmatic advertising is used
- Real-time advertising strategies
- Programmatic advertising on mobile
- Choosing the right media type
- Choosing auction or direct buying
- Choosing a targeting method
- B2B marketing and programmatic ads
- Using analytics and artificial intelligence
- Auditing programmatic campaigns