Types of Programmatic Advertising
Programmatic advertising is a popular digital marketing method where technology automates the buying and selling of advertising space. It includes different types of advertising, like display, native, video, and mobile. Display advertising is visuals on websites; native advertising blends with content; video advertising plays in videos; and mobile advertising targets users on smartphones. Programmatic advertising makes the process efficient and effective for advertisers and publishers.
Different Types of Programmatic Advertising
1. Real-Time Bidding (RTB)
Advertising space on websites is made available by a platform called a Supply-Side Platform (SSP).
Advertisers who want to show their advertising bid on these available advertising spaces. They submit how much they’re willing to pay.
The auction happens very quickly, in real-time. The advertiser with the highest bid wins the auction.
The winning advertising is then shown on the website to the person visiting it.
2. Private Marketplace (PMP)
Private Marketplace (PMP) is like a special club for advertisers and publishers, where only a chosen few get to participate in auctions. When people visit a webpage with advertising, there’s a secret auction organized by a DSP where only certain advertisers are allowed in. They use a special code to join in. The bidding starts at a minimum price set by the website, and the highest bidder wins the chance to show their advertising to the user.
PMP is great because it solves the problem of not knowing who you’re dealing with in regular auctions. Since it’s invite-only, advertisers and publishers know each other. This helps advertisers target the right people better, and publishers get advertising that matches what their viewers are interested in.
3. Preferred Deals
Preferred deals are like special arrangements between a website and an advertiser. The website sets aside some of its best advertising spots for that advertiser. They agree on a price in advance, based on things like who visits the site and how popular it is.
Here’s how it works: When someone goes to the website, it asks if the advertiser wants to show advertising there. If the advertiser says yes, they will pay the agreed-upon price. But if they say no, the advertising spot goes up for auction, and anyone can bid on it.
4. Programmatic Guaranteed
Programmatic Guaranteed is like making a deal between advertisers and publishers using computers. Instead of talking directly, they use AI to do things like send proposals and track advertising.
Advertisers get good advertising spaces, set prices, and target specific groups better. Publishers know they’ll sell their best advertising spaces at good rates. It’s also called automated guaranteed or programmatic direct.
Here’s how it works: Bloggers and advertisers agree on a price for advertising. The blogger then saves the best advertising spaces they chose and gets the advertiser’s advertising as agreed.
Top Programmatic Advertising Formats
1. Display Advertising:
These are the visual advertisements you see on websites, like banners or sidebars. They’re managed through platforms like Google or Microsoft and are popular for reaching potential customers on other websites.
2. Video Advertising:
These are advertisements that use videos to promote products or services. They can appear before or during YouTube videos (called Instream), between articles or as pop-ups (Outstream), or in search results and recommended videos on platforms like YouTube (In-display).
3. Native Advertising:
These advertisements blend in with the content of a website, making them less intrusive. Advertisers buy this advertising through a platform called a DSP, while website owners sell advertising space through a platform called a SSP.
4. Voice Advertising:
Also known as audio advertising, these are advertisements you hear on platforms like podcasts, digital radio, or music streaming services like Spotify or Pandora. They’re a way to reach people through audio content.
Programmatic Advertising for Small Businesses
Programmatic advertising is like a super tool for small businesses to shine online. It helps them reach the right people with their advertising and get good results. With programmatic advertising, businesses can find their target customers easily and make their advertising better while it’s running.
This type of advertising uses data and machines to do things automatically. That means small businesses can show advertising to the people who are most likely to be interested in what they offer. It’s like having a personal assistant for advertising!
The best part is that small businesses can use programmatic advertising just like big companies do. They can control where their advertising shows up and how much they spend. This levels the playing field, so everyone has a fair chance to succeed.
In today’s world, being online is super important for businesses. Programmatic advertising helps small businesses stand out and grow without spending a ton of money. It’s like having a secret weapon for success in the digital world!
The Power of Programmatic Advertising for Your Brand
Using programmatic advertising can be a huge boost for your brand. Whether you’re a small business starting out or a big player in the market, it offers a lot of benefits. Programmatic advertising uses technology to target the right audience at the right time, which means better results for your campaigns. It’s like having a smart assistant that knows exactly who to show your advertising to. Plus, it keeps up with the latest trends in advertising, so you’re always ahead of the game. So, if you want to reach more people and get better results, programmatic advertising is the way to go!