More advertisers and publishers are entering the vast world of programmatic advertising. According to eMarketer, programmatic display advertising spending will balloon up to $64 billion in 2019. Even if it remains an entirely new field, programmatic advertising is winning the confidence of investors worldwide.
The efficiency and transparency of programmatic advertising have even driven TV and mobile to join in. Magna Global reports that $600 million will go into programmatic TV this 2017 compared to the $450 million in the previous year. The mobile scene will have 85% of its ads bought programmatically by 2019, according to eMarketer.
With the numbers telling the trends, it pays to know what makes programmatic advertising attractive to advertisers and publishers.
Being fast is at the crux of successful business in these modern times. People are jumping from one device to another and reading digital news while watching cat videos on YouTube. Going digital has molded us into efficient multitaskers, and that takes some speed to catch up with.
Programmatic advertising allows ads to insert itself in the milliseconds before a page loads or an app starts. By the time the whole screen is ready, the users
The benefits of targeted ad buying in real-time have piqued the interests of advertisers and publishers. As online advertising shifts to more automation and programmatic processes, misconceptions inevitably rise. This is particularly so for real-time bidding (RTB).
There is certainly a growing trend towards programmatic ad buying. eMarketer reports that four of every five US digital display spending is on programmatic advertising totaling to $32.56 billion or 78% this year. This is expected to grow up to 84% in 2019. RTB currently contributes 44% to the programmatic share.
As the RTB industry expands, specific vendor approaches have built false ideas around this platform. What may be a mere special case has become a (hasty) generalization for some investors. We don’t want these misrepresentations of RTB to fuel hesitations, so we summed up the five common myths about RTB and busted it with facts.
Myth 1: You don’t know where your ads are showing up
Some myths in RTB may be attributed to certain RTB vendors. One of them is the misconception that advertisers don’t know where their ad creatives are showing up. This is a priority concern because it can affect brand safety. However, the lack of transparency in
From ads designed for desktops, now advertisers design ads that can reach the increasing population of mobile users. Mobile advertising has targeted more audience that would just click an ad, download a new app, or apply for a new credit card.
To ensure this reach, advertisers can choose between mobile web placements and mobile in-app placements.
Mobile Web Placement
A mobile web placement is an ad space that is strategically located on a mobile website. This allows the mobile users to see the ads served on these placements as they scroll up or down through the website that they are visiting.
When users click on these ads, they will be directed to a landing page, where they can see the advertisers’ call to action. The call to action could be “download now”, “buy now”, or an opt-in subscription. This is where the visitors get converted into users.
Since mobile web placements can be placed into any website of the advertiser’s choice, or depending on their targeting parameters, these types of placements can therefore target a wide range of users. Along with that, mobile web placements also have cookies that are available, which means that it can