Advertising through Programmatic Buying and RTB Online
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Loading... - Cristian Castillo
- 30 Oct 2020
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Advertising through Programmatic Buying and RTB Online
Programmatic buying, a system which people today described as “The Future of Online Advertising”.
It’s certainly an alternative to traditional ad buying, but probably not ‘the beginning of the end for all manual processes in digital advertising’ but an easier form for marketers to engage with.
The trouble with a lot of existing guides to programmatic is that they assume an awful lot of jargon is already known by the reader: ad inventory, real-time bidding (RTB), demand-side platforms… uh… programmatic. The reader needs a simple explanation, too much digital media jargon can put the reader off and leave them confused all together.
Programmatic Buying
Programmatic quite simply means automatic. Programmatic buying refers to any ad space bought automatically on a web page, through either bidding for the space or buying it directly so it's guaranteed to be yours.
Programmatic RTB
Real-time bidding is used for serving internet users with display advertising around the internet. As a webpage loads, if it has ad space on it that is available for real-time bidding, information about the webpage and the user viewing, it is then passed on to an ad exchange. An ad exchange is a platform that auctions off the available ad space to the highest bidder. The winning ad will then appear on the webpage when it has finished loading. These auctions are held in the milliseconds it takes for a webpage to load.
This available ad space is also known as an impression. Every time an ad loads this is one impression. Some impressions are more valuable to certain marketers than others, depending on the particular website it appears on, its relevance and the likelihood that a user will click-through on the ad. The price of an impression is determined by what buyers are willing to pay
Advertisers often use demand-side platforms (DSPs) to help them decide which ad impressions to purchase. A DSP is a fully automated piece of software that bids on impressions from an ad exchange. This removes the need for human sales people, negotiation skills and a huge amount of time is saved as the decision to bid on an impression is made immediately, and simply the highest bidder wins.
As an extra bonus piece of jargon busting, you may hear the phrase ad inventory a lot. Ad inventory is the amount of ad space a publisher has available to sell to an advertiser on the platform available.
The use of RTB means that advertisers no longer have to purchase display ad space for a set amount of money over a set period of time on a website they assume will bring it traffic. Instead ads can be specifically targeted to relevant people across a wide range of sites, and budgets can be managed in real-time online.
Programmatic Direct
Basically, this is an automated process of buying guaranteed ad space that doesn’t involve an auction. The typical process for buying ad inventory was notoriously inefficient before programmatic, often taking up to 42 steps for an ad to go from conception to its eventual display.
An agency would have to research the best space to place an ad, rely on an admin heavy process of sending requests to discover pricing and availability from publishers, transact deals with paper insertion orders and manually add the advertisement into the ad server. This is before the ad has even begun running.
Now that more automatic solutions are available thanks to the rise of programmatic advertising marketers can now have faster access to ad inventory, complete pricing control, immediate and seamless delivery and various performance analytics can have immediate results.
Bebuzee Social Network, Sharing Impressions
Bebuzee a Social Network, whom introduced Revenue Sharing, apparently Bebuzee will share its ad revenue with the user, promising to reward the user with half of the ad revenue the user generates with content and traffic on the site. So Bebuzee uses impressions to count on the amount of ad traffic the user is generating through views of post and shares. For every 1000 impressions Bebuzee rewards the user with 50c of a dollar and they have other ways like giving the user 25c of a dollar for a click on an ad from the user’s network. Once $100 dollars is reached then the user will be able to prize this money for themselves.
Summary
Bebuzee is a great way for the common user to start understanding the jargon of digital media and realise how impression are used in digital advertising and what it means for Social Network Users. Advertisers will spend less time writing forms just to get on the digital advertising platform and be able to get on an automated system, which can take less than 5 minutes to set up an advertising campaign and fulfil their marketing goals. Programmatic Buying will overtake the traditional way of setting up ad campaigns, saving money on staff and time for marketers.
