Technology has advanced many fields in the past years. That includes advertising. Aside from advertising on print media, TV, and radio, advertising is now online.
For many advertisers, the most difficult part is to find the best material; however, for online advertisers, matching the advertising inventory—the available ad spaces offered by publishers— and the goals of what they are advertising is a very important factor, and it has proven to be a big challenge. To help leap this challenge, various ad networks and ad exchanges came up; and then demand-side platforms (DSPs) came up.
What is Demand-Side Platform?
A demand-side platform (DSP) is a technology that automates and optimizes an ad company’s search for advertising inventories based on their audience targeting parameters.
DSPs work by letting advertisers buy ad spaces from a wide range of ad space providers in an automated way.
In the old days, looking for an ad space and bidding for it are done manually. This made advertisers and businesses hire several people to look for the appropriate online ad space provider that would help them target the right group of online audience.
This has proven to be less accurate, less efficient, more expensive, and much more time-consuming.
Later on, ad networks and ad exchanges
Imagine a new on-demand ride-sharing company called Coolest Ride just launched in Singapore. The company wants local riders and commuters to install their Android app, and use it when they travel around the city. They know that their app comes in handy during rush hours, and provides convenience, comfort, and safety to their users.
The Coolest Ride team decides to launch a social media campaign with a goal to attract hundreds of thousands of followers and fans within three months. In addition, they also launched a print ad campaign with the biggest national newspapers in Singapore. Not only that, their marketing team negotiated to buy online ad placements on websites that are popular among Singaporeans.
But, is there a way to check if their social media followers and fans eventually installed their app?
Can they attribute a specific install to their print ad campaign efforts?
Are they 100% sure that they only served their ads to Singapore users, and not to the readers from other countries?
You’re right if you answered “NO” to all these questions, and this is where programmatic media buying comes in.
What is programmatic media buying
Essentially, programmatic buying is the automated way of purchasing online ad
Programmatic RTB media buying has been around for a while, but it’s still a new concept for many mobile marketers. In a nutshell, buying mobile ads in a programmatic way means using technology to automate and optimize the mobile media buying process in real-time.
The simplest way to buy mobile ads programmatically is through advertising networks such as Google Display Network, Facebook Ads, or any demand-side platforms (DSP). These networks have their own platforms that are powered by algorithms that serve mobile ads to the advertisers’ target audience.
Mobile advertisers and mobile app marketers are excited about programmatic media buying because of efficient processes that eliminate human error and delay.
Programmatic media buying also allows you to buy the right placements at the right time, targeting the right device and location of the users. You can also buy ad placements in real time, and this allows you to send messages to your target users about a particular event, like the Super Bowl or national elections, or events in a particular country.
Launching mobile ads in real-time will also make your mobile ad campaigns hyper-relevant. You can buy placements both on mobile websites and mobile apps. At the same time, you can also set-up a