programmatic display ads
Published on: February 4 2023 by pipiads
Table of Contents About programmatic display ads
What’s the Difference Between Display and Programmatic Display?
[Music]. so asking for a friend aka me: tell me the difference between display and programmatik display. i hear everyone toking about programmatik display. i feel like i'm being sold the future. i don't know what's real and what's not. so let's get into that first. so it's when aliens jump into your brain and then they show you ads. i'm just kidding. so first and foremost, i'll tell you what display is, not display. most people they associate display with like google display network and running google display ads. that's gdn ads. that's just buying inventory and placing ads on, you know, websites that google has aggregated, which is very, very, very large supply network. but that's just running ads for google owns properties. programmatik advertising is just a really fancy, nerdy way of saying buying and selling media with tiknology automatikally. so you're using tik to buy and sell inventory automatikally, and programmatik is a lot bigger than just google display network. google display network is just one source of inventory, one supply vendor. you can also buy inventory from places like microsoft and a whole bunch of other supply networks to get in front of additional publications that maybe you wouldn't have, that weren't part of google's network, got it and i think we all know this by now. but display has been sold to us and b2b marketers for the last couple years. as, hey, you're not doing abm unless you're running display ads to your target account. so the abm platforms out there. is it gdn, is it programmatik, is it both? like shoot me straight, oh man, i'm gonna rant, get on the soapbox man. so, first and foremost, when you're buying display ads through abm vendors, it's through programmatik, the. the one of the big advantages of running display ads to programmatik versus just gdn is your ability to target. you have so much more granularity in terms of targeting available when you're doing things through programmatik versus just google display. the other advantage, too, is policy restrictions. if you are, let's say, a healthcare sas, google is relentless in terms of policy restrictions and what you can or can't serve your ads, especially for retargeting. you can circumvent those policy restrictions using programmatik. it's also important to know programmatik is much bigger than just display. programmatik is display, it's video, it's native, it's audio, it's connected tv. it's this massive ecosystem with so many different channels. now, when you are running display through these abm vendors, they're doing it through programmatik because they have that flexibility to be able to target your list of accounts and also layer in profile data like job title, targeting functions etc. so they can reach those accounts and those decision makers within those accounts across the open internet. so and i've been burned twice by gdn, so i kind of swore it off as a, as a marketer for programmatik, the targeting, and you kind of walked through it. but if i want to, you know, let's say we've got a double funnel that we're using, you've got your target accounts and then you've got firmographic criteria like: how good is the targeting? are they the right types of buyers and prospects that you want to see at the end of the day, or is it all over the map? it's pretty spot-on. it's really good. actually it's not perfect. no targeting is perfect- but for through programmatik your targeting became pretty much much better than what you could do natively through like a google display network. so i'll break it down for everyone in like demystify. so the way companies are able to target your list of accounts through programmatik is using some sort of identifier. so usually what they'll do is they'll use ip addresses. that's the most common example, but you can also do things like device ids and they can also. there's also partners as well that can basically take those different identifiers, whether they're like emails, ips device ids and then associate them to an identity graph to associate to like a user id. so it can get really complicated. but the long story short is they'll take those companies that you want to target. they'll basically find the ip addresses of those companies and then from there they'll usually layer in like profile data, targeting, like job titles, job functions, etc. so that way they can get in front of those people programmatikally through the open internet. now it's super important to know that when it comes to running programmatik display ads, there are a lot of hidden costs. everybody needs to get paid. at the end of the day in that programmatik ecosystem you have a buy side and you have a sell side and everyone along that chain is essentially trying to get a cut of your working media. i have a question for you, mark yep: of every dollar you spend on a display ad through programmatik, how much do you think goes to actually buying inventory and getting your ad seen? i wouldn't even know. i would say 30 cents, that's. that's pretty brutal, 50 cents on average. 50 of every dollar you spend is going away to fees. so i can kind of break it down further. so there's data fees, meaning if you want to reach. you know vps of marketing or cmos and you're buying that data through a third party such as you know uh data alliance, 180 by two bombora dun in brad street. all of these people sell data and they charge percentages of your cp. they call, they charge cpm fees, so they have to get their cut. you also have tik fees. the dsp you're using charges fees for you to be able to run media. if you have to buy your dsp through a reseller, they charge a fee. so there's all these hidden fees. and then on top of that you have your serving fee, meaning if i'm your agency or i am your abm vendor, i charge a percentage as well, so that way i can recoup the cost on my data and tik fees. so there's all these hidden fees that people have no idea. so this is where i have a love hate relationship with display and programmatik. if you are going to do this, you have to be understanding of all these hidden costs and you to make sure you're asking this abm vendor or this agency the right questions to understand how much of every dollar you're spending is actually going to work for you.
What Is Programmatic Advertising?
ever wondered how many ads you see per day? the truth is, we are exposed to hundreds of ads while we browse through content on our mobile phone, desktop or even our connected tv. these ads are carefully curated to target one single individual. you. in fact, ads differ from person to person even when they're looking at the very same content simultaneously. so how do brands deliver targeted ads on thousands of websites and apps? we call this programmatik advertising. let's break it down: programmatik advertising connects publishers and brands in milliseconds, before the website is even loaded. you're browsing through tons of content on the internet every day, free of charge. however, in order to provide quality content, some websites and apps, also known as publishers or content creators, need to generate revenue. to do this, they get help from ad exchanges, also called ssps, short for supply-side platforms, but we'll come back to that. ultimately, brands want to reach internet users in order to promote their products and services. their goal is to deliver targeted ads to their customers across the web, and they do so by purchasing advertising space. brands must use dsps, or demand side platforms, to facilitate this transaction. dsps are media platforms used by advertisers and agencies to set up their digital campaigns. let's take a step back. here's what we've learned so far. one: publishers use ad exchanges, or ssps, to monetize their advertising inventory. two: advertisers use dsps to configure and deliver their digital campaigns. now let's see it in action. joe is eager to check out the results of the soccer game using a search engine. he clicks on one of the results, loading a web page. what joe doesn't know is that while this page is loading, a ton of stuff is happening in the background that he cannot see. the website has dedicated space on the page to serve ads to users, and they must send a request to add exchanges in order to get the best price. the ad exchange in turn creates an ad request with information such as device type, the url, ip address, category, cookies and more. once it's packaged, the add request is sent to dsps. this is where the brands come in. while the dsp is receiving the request from the ad exchange, brands have already pre-determined their campaign creatives, targeting criteria and bidding price in the platform. if there's a match, the dsp submits their bids to the ad exchange. the exchange validates all the bids by verifying publisher rules, scanning for malware, and finally chooses the winning bid. once the winning bid is selected, it travels straight to the publisher alongside the other bids. the publisher then makes the final decision and picks a winning bid, leveraging its own advertising software. now it's time for the ad exchange to render the ad onto the page. at this point, joe can see both the publisher's content and the ad on the page and can choose whether or not to engage with it. in a nutshell, the programmatik advertising ecosystem uses automated tiknologies to buy and sell digital inventory across thousands of websites and apps. in fact, the entire process occurs in less than 400 milliseconds. publishers leverage ad exchanges to monetize their inventory, while advertisers leverage dsps to run their campaigns. on top of this, the possibilities for creative formats are endless, bringing advertising campaigns to life through display, video, native and ctv. thanks to programmatik advertising, joe is able to access curated content almost everywhere, whether he's on his phone, passing a digital billboard on his way to work on his laptop or watching tv at home.
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Programmatic Advertising Explained - Intermediate Digital Marketing Skillset
all right, welcome to section one of digital advertising and marketing, 201. in section one I'm going to tok about programmatik advertising. if you are taking the 201 at this point, you should have heard about programmatik advertising. but it is a pretty large subject and pretty vague just hearing the name- the programmatik. so I'm gonna try to explain what it is and how it differs from what you would consider, I guess, traditional advertising. so programmatik, let's define it. programmatik ad- bine, typically refers to the use of software to purchase digital advertising, as opposed to traditional process, which involves an RFP negotiation and a manual insertion order. so that means you're using machines to buy ads instead of doing a manual place and buy one to one type of deal or negotiation. so to illustrate that, let's say we have an app and we're gonna go through the traditional direct RFP process, RFP being request for a proposal. so I have an app, I have an ad unit down here in green, 320 by 50, and every month I get about 10 million impressions from users opening my app and using it. I'm using Google's DFP as my ad server- and again we toked about ad servers and 101. so every month I have 10 million ads that run through that ad server and I won a month to sell those ads. I want to monetize that, so I'm gonna go out directly to an advertiser and try to sell to them. so let's say I go to coca-cola and I convince them to buy 5 million impressions every month. I've just sold 50% of my ads to one advertiser, but I sell 5 million more to go. so I get in front of Nike and they agree that they're gonna buy two and a half million now, so 75%. and then, lastly, I go to McDonald's and they agreed by two and a half million impressions. now I've done a direct deal with advertisers and sold 100% of my ads for the month. now this is great. if you're gonna do that, you're gonna get the highest price possible. there are really no middlemen here. you've gone direct to the advertiser. you don't have to pay an agency or in exchange or any sort of network, any sort of fee. you've gone direct to them. the obvious disadvantage here is that one: it's difficult to get in front of these people, especially if you're a small app. good luck, get in front of coca-cola, Nike, McDonald's. so even if you do get in front of them, not any guarantee that they'll actually buy it. so it could be that you get in front of advertisers and you sell 75%, but you saw of two and a half million impressions every month that go unsold and you really don't want to do that. that's lost potential revenue for you. so it's a great idea, but there are really only a few very large apps and very large publishers that are gonna be able to get that audience directly with major advertisers and to sell out all of their inventory. so now compare this to the programmatik process. I've got my app and I've still got my 10 million impressions and I still use double-click as my ad server. but instead of going direct to advertisers, I'm partnered with a DSP- ad networks exchanges- and you could have multiple partnerships at any one given time. so I'm gonna come up with multiple partnerships and I'm gonna work with Google's ad X and I'm also gonna work with in mobi and somato and open X. I'm going to allow all these guys to bid on my inventory and the reason I want to work with them is because these are large companies that do have access directly to advertisers into agencies and to those who are actually spending the money. so behind each one of those tik companies- and again I explained what a DSP and not networking exchanges in the 101 course. behind each one of those are dollars, dollars that are directly tied to advertisers. so, as an app, I don't have to go direct to the advertiser to get them. I just have to go to one of these SEC companies, and these tik companies are always looking to bring on new inventory, new apps, new ad units, new places to fill in to sell the ads that they have from their demand partners and from their advertisers on the back end. the disadvantage here is that now there are more steps and middlemen, essentially between you, the app developer, and the end advertiser who's actually serving that ad. so the advertiser might be working with an agency or another exchange who takes a small margin, and then it gets to these demand partners to take a small margin and then DFP might take an ad serving fee on top of that for working with one of these companies. so along the way, you're losing a little bit of money. however, you don't have to work directly with a sales team, you don't have to hire people, you don't have to manage them, you don't have to pay for travel, you don't have to pay for taking people out for meetings and for dinners and drinks and whatever it normally takes to court a major advertiser. so, yes, you might be giving up some of those margins along the way, but it is a much more cost effective way to run your advertising. now, if you just create your own app and your own game and you're a small independent guy or even a small group of people, programmatik is really the way that you want to go, because that's gonna give you the most opportunity to monetize your app with essentially the least amount of work. you set up the pipes and then they run. if you're a large app, though- let's say you're somebody like ESPN- ESPN is huge and they can demand an audience with some of the biggest advertisers in the world, so what they're gonna do is of a combination of that direct RFP process and programmatik. so again, same app, same ad space, same amount of impression, the same ad server. but if we're, let's say, ESPN, you can go direct to coca-cola and they very well may buy half of your ads in a month, and Nike might buy 25% of that, and then you might go 25% of your ads unsold and at that point you bring in your programmatik partners who, as we discuss, have demand and advertisers on the back end, to fill that remaining 25% at the end of the month. if you have 10 million impressions available, you sell all 10 million of them, or as close to 100 percent. fill as you possibly can. now that is general explanation of programmatik, how it differs from a direct buy, and then in the real world how it actually works together. now that process of filling those ad units takes place through a process called RTB or real-time bidding.
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What is display advertising?
Hi there, We're going to tok about display advertising. You know those adverts you see all over the Internet. Some are banners, whilst others are text-based or use videos. This is called display advertising, and we're going to explore what it is, how it works and how it can help you attract more customers. Think of display advertising as the digital version of a billboard, print ad or TV advert. you see, offline Businesses pay whoever owns the ad space, hoping to get their ads seen by the right kinds of people and then turn those people into customers. In the online world of display advertising, ad space isn't on billboard or TV channels, but on the websites we visit. Display advertising gives businesses the chance to pay for their ads to appear when the right kind of person is on the right kind of page, And there are lots of ways to do this. You can make deals directly with the owners of a website, or you can use networks to match businesses with lots of different websites that have ad space to sell. You can decide to show your ads on specific web pages or to specific groups of people, or even both. Let's imagine you're passionate about films, so you've created a podcast where you do film reviews. Now you want to market it. Think about the people who might be interested in a film review podcast and what else they might be looking at online, like cinema websites, official movie sites or film forums. The pages where your customers are are also where you should be. Of course, your customers won't always be looking at websites about film. With display advertising, you can get your ads in front of them when they're browsing other things, So you can target people with specific interests, like film. they're checking the weather or reading the news. perhaps they're visiting blogs and browsing around all other sorts of websites they might want to visit, even if those websites have nothing to do with film. So display advertising offers businesses the ability to reach relevant audiences all across the Internet. It's actually quite amazing, and it's one reason why display advertising is a great way to build awareness of you and your business. For example, if you've just created your film review podcast, you'll need to make people aware that your new product exists. With display advert, you can get notiked by just the people you want to reach. But display advertising isn't only about getting your name out there. Display is also a great way to drive traffic to your website, build engagement with your visitors and win new customers. How Well you might choose to show adverts to people who have visited your website but who haven't yet subscribed to the podcast. So, as they browse the news, check the weather or watch videos, your display advertising can remind them to subscribe, with a special incentive or promotion customized for them. This is called retargeting, and we'll cover this in more detail later. Let's recap: We now know that display advertising lets you be right where your customers are and supports many different marketing goals. Next, we'll explore how display differs from search advertising and how the different elements of a display campaign work. Then we'll move on to tok, about ways to find your ideal audience using different targeting options. Finally, we'll learn a bit about how to use retargeting to reach people after they've already interacted with you. So I hope you're ready. It's time to explore the exciting world of display advertising.
What is Programmatic Advertising?
[Music]. [Applause]. [Music] [Applause] [Music]. hey guys, welcome to the first ever episode of ad teach. i teach is an educational series brought to you by the guys here at published, helping you understand the ins and outs of programmatik. where better to start than figuring out what programmatik actually is? programmatik advertising is the automated buying and selling of digital ad space. before this, buyers would have to have a relationship with sellers to get their ad space on their websites. so even in the programmatik world, deals have a huge influence on how money and campaigns transact. for everything that doesn't transact through a deal, automated systems have been built to really get the best price for any piece of inventory left over. so the question is: how does programmatik work? well, let's just run through a few key terms to get you started. publishers are owners of websites that have ad spaces, or also known as inventory, to sell to advertisers. advertisers have money to spend to promote their own brands, to promote their products or have you sign up to their services. so pretty simple, right? you have publishers wanting to sell their inventory and you have buyers wanting to buy ad space. an ad agency, whether it is in-house or external, helps advertisers execute and create beautiful campaigns to advertise their brand and services. an ad exchange is a highly automated marketplace where advertisers, brands and publishers can buy and sell their inventory in real time. now this is where the acronyms come in. a data management platform, or dmp, informs marketers about the user's demographic and how they interact with your brand and other brands online. a demand side platform, or dsp, is a platform that allows advertisers or their programmatik arms at least, to purchase inventory across multiple websites. on the flip side, a supply-sided platform, or ssp, allows a publisher to make that inventory available to programmatik buyers. impressions, by the way, are the amount of ad spaces that fill on your site. let's go through how this actually functions. how does an advertiser actually buy an impression on your website? an advertiser has kpis that they need to hit for their campaign, so they send over this information to their programmatik traders or the agency arms that represent them in market. the agency group is then able to tap into the power of a dsp and automate the process of making these transactions. the advertiser doesn't want to serve against people outside of their target market, so they use a dmp to help them target the correct audience. so, when your page loads, all of the information about the user is then sent off to either an ad server or to an ssp, and this is where the dsps can see what inventory is available. so when a dsp receives all that information, they run their algorithms to see if that is the right user that they want to target by producing a bid that goes into the auction. so when this auction is completed, all the ad information is sent off to your website and serves before the user is even scrolled. [Music]. so there you have it, a brief introduction to the programmatik landscape. stay tuned for further episodes. [Music].
Programmatic Advertising Basics Explained in Under 4 Minutes
Online advertising is now a hundred and twenty nine billion dollar industry. For the first year ever, digital ad spend is set to exceed traditional media spend Overall. this is great news for businesses, as online advertising offers more options, lower cost and more flexibility than traditional media advertising. But one of the big challenges with all of these bells and whistles of online advertising is figuring out how to select what platforms to advertise on. There are more options than ever and it can be overwhelming for businesses. This is where programmatik advertising comes in and changes the game. Programmatik advertising uses artificial intelligence and real-time bidding to help automate and streamline the ad buying process. In a nutshell, programmatik campaigns allow you to specify a target market, budgets and goals for a campaign. Ad experts at companies like WebFX configure the campaign and use AI to place ads across dozens of ad networks to reach your highly targeted audience. This all works in a similar way to how a lot of modern investing programs work. You specify what percentage of your portfolio you want to invest in different types of stoks and bonds, what your risk tolerance is, and software programs can help determine the best path to financial success For programmatik advertising. let's go through a quick example. If you're trying to sell a new high-tik winter jacket. you can choose to only target ski enthusiasts from Western Canada and create your goal to be: I want to increase e-commerce purchases. A programmatik campaign would take all these parameters and analyze them against hundreds of data points to select the best ad platforms and bids to drive maximum ecommerce sales. The recommended strategy might be to dedicate 30 percent of the budget to Snapchat ads, but only on weeknights after 6:00 pm, because that's the time that they're performing the best. Putting AI to work for an ad campaign can be very, very powerful. There are a few other key advantages to running a digital ads campaign with programmatik advertising. First, access to dozens of ad networks. It can be time-consuming and tedious to set up individual ad campaigns on each platform. Programmatik advertising connects automatikally to platforms like Google Ads, Instagram, Facebook, Simplifi, Pandora, AdsWizz and more. One expertly crafted campaign can get you maximum visibility across multiple networks. Second, highly targeted campaigns. Through the power of AI, your ads are only shown to the people who fit your specific target market, Instead of guessing what sites and keywords your market is utilizing. programmatik advertising has this step built-in. And third, your campaigns are delivered across devices. Programmatik campaigns reach users where they are at, whether it's a mobile device, tablet or desktop. This allows you to run a true omni-channel strategy for your ad campaigns. If your business has a crystal clear target market that you want to go after, programmatik advertising is a fantastik option to consider. You cast a wider net with your digital ads and have access to tons of ad platforms but also very targeted campaign elements. To tok specifics about how programmatik advertising can help your business, give one of our ad experts at WebFX a call today.