Programmatische Werbung 1×1 – Ihr Leitfaden zum programmatischen Werbeökosystem

By the end of 2022, 87% of all digital advertising budgets in Asia will be spent on advertising purchased through programmatic channels. The percentage peaks at 82% in Europe.

So why are more and more marketers using programmatic ad buying for their display advertising, and what exactly is it?

In the past, it was always real people like you and me who bought and ran ads in various media. However, the inadequacy of this method quickly became clear to the public. Mistakes, distractions, and extra time are inevitable when more people are involved in a task. Advertisers rushed to programmatic ads as a solution to these problems.

By 2023, more than 90% of the industry is expected to use programmatic advertising buying. This is mainly because it can be used on a large scale and can automate even the most difficult tasks. Surveys show that programmatic advertising will become more valuable over time as AdTech companies and agencies introduce new ways to make processes more efficient.

To ensure your brand can reap the full benefits of programmatic advertising, be sure to read this article. Here’s what this type of advertising means and what it can do for your business.  

What is programmatic advertising? 

Programmatic is a type of advertising that uses an automated process to buy and sell online advertising. This makes transactions more efficient and effective by streamlining the process and combining digital advertising efforts on one technology platform.

While traditional advertising involves bidding, bidding, and negotiating, programmatic buying uses algorithmic software to buy and sell online ad space. Programmatic advertising automates the bidding process and allows the publisher to sell ads at scale and the advertiser to buy ads.

Machine learning is essential for any programmatic advertising platform. Processing a variety of different data increases the likelihood that a campaign will be successful. It enables optimization of campaigns in real time by analyzing campaign inputs, user behavior and the dynamics of the audiences most likely to convert.

Of course, the ad buying process is not completely automated. It’s just a tool that can be really powerful in the hands of experienced marketers. Simply put, programmatic advertising is a way to automate the purchase and optimization of digital campaigns instead of purchasing them directly from publishers. It is intended to replace human intervention and negotiations with AI optimization and machine learning. 

The main goal of programmatic advertising is to increase transparency and efficiency in the industry, both for publishers and advertisers.

Programmatic elements of the ecosystem

The regular programmatic value chain consists only of advertisers and publishers, supply-side platforms (SSP) and demand-side platforms (DSP), data management platforms (DMP) and customer data platforms (CDP), ad networks and ad exchanges.

SSP is owned and operated by an SSP service provider. The publishers (also known as the first party) pay for the services to gain access to the SSP platform and place inventory for the advertisers. On the other hand, on the DSP, the advertisers (also known as the third party) manage the programmatic media buying process.

To process the data, DSP providers often use external services from data management platforms (DMP) and customer data platforms (CDP). DMPs provide information about the audiences being advertised to, and CDPs create, unify and store audience data that is accessible to other marketing systems.

Other components include ad networks and ad exchanges. Advertising networks are tasked with aggregating and arranging publishers› ad inventory for convenient purchasing. They are intended to help both publishers and advertisers. On the other hand, ad exchanges automate the buying and selling process on an impression-by-impression basis through real-time bidding (RTB).

To ensure brand safety and effectiveness, advertisers should ideally also take care of creative development, website listing, fraud prevention and viewability monitoring. All of these services are typically provided by standalone agencies or technology companies and therefore increase the cost of the programmatic process.

In contrast to other providers, adgomobile has developed the all-in-one real-time programmatic loop. adgomobile’s services include:

• Custom Ad Unit Creator,
• Publisher white listing and site listing,
• Data management platform that enables custom API integration,
• Fraud prevention in advance with AdCTRL™ Defender,
• ad server,
• DSP, and
• Visibility tracking

This enables efficient campaign optimization based on near real-time data feedback. Advertisers can also receive interim reports on the performance of campaigns and advertising materials.

How does it automate the bidding process?

The programmatic ecosystem includes various technology platforms, available advertising deals, and methods for purchasing programmatic media, and spans a variety of advertising formats.

All components communicate and interact with each other and form an ecosystem. This simplifies the process of automated media transactions.

Es gibt verschiedene Arten, Inventar im programmatischen Ökosystem anzubieten und zu erwerben, und jede hat ihre Vorteile und Abläufe. Im Allgemeinen lassen sie sich in 2 Arten unterteilen: Real-Time Bidding (RTB) und Programmatic Direct.

RTB beinhaltet eine Auktion für das Inventar und kann in eine offene Auktion (open auctions) und eine private Börse (private exchanges) unterteilt werden. Programmatic Direct hingegen bietet einen festen Preis und eine 1:1-Beziehung zwischen einem Publisher und einem Vermarkter.

Die Kombination der programmatischen Deals ermöglicht es, die Rosinen herauszupicken und so das Beste aus der Kampagne in Bezug auf Leistung und/oder Preis herauszuholen. Aus diesem Grund kombiniert adgomobile verschiedene Arten von programmatischen Angeboten.

Bevor die Art des programmatischen Deals festgelegt wird, muss adgomobile das Ziel der Werbekampagne definieren. Wenn es darum geht, eine neue Zielgruppe zu erreichen, ihr Verhalten kennenzulernen und neue Möglichkeiten zur Steigerung der Markenbekanntheit zu eröffnen, wäre eine offene Auktion eine geeignete Option.

Der meiste von adgomobile genutzte Traffic wird über offene Auktionen gekauft. Offene Börsen haben Millionen von verschiedenen Publishern, die die Möglichkeit bieten, für das Produkt in der Masse zu werben. Die Auktion wird über ein «Echtzeitgebotsverfahren» abgewickelt. Es ist ein schneller Prozess, der nur wenige Millisekunden dauert und jeden Tag milliardenfach stattfindet. 

Diese Methode eröffnet einen grossen Pool an Impressionen und ermöglicht es, sich mehr auf den richtigen Ort, die richtige Zeit und die richtige Zielgruppe zu konzentrieren. Die Entscheidung über die Gebotsabgabe wird in der Regel auf der Grundlage von Kampagnenzielen getroffen, z. B. demografische Daten der Nutzerinnen und Nutzer, Standort, Online-Verhalten, Hauptthemen der Website usw. Einer der Hauptvorteile, den adgomobile seinen Kunden bietet, ist die zeitnahe Auswertung der Kampagnen.

Wenn auf dem freien Markt kein Inventar verfügbar ist und adgomobile nicht die Präferenzen der Werbetreibenden für einen bestimmten Publisher erfüllen muss, wählen wir bevorzugte Deals. Bei solchen Deals wird der bevorzugte Preis ausgehandelt, aber das Inventar muss nicht gesichert werden. adgomobile kann entweder den für einen vereinbarten Preis erforderlichen Traffic kaufen oder ihn weitergeben, wenn anderswo ein besseres Inventar oder ein besserer Preis verfügbar ist.

Einige Publisher verkaufen jedoch nur einen Teil ihres Inventars auf offenen Märkten oder verkaufen dort überhaupt nicht. Wenn adgomobile das Inventar dieser Publisher sichern muss, nutzen wir einen privaten Marktplatz.

Programmatic Guaranteed is the cheapest option for most publishers because it allows them to sell a guaranteed amount of inventory at a fixed price. adgomobile uses this type of programmatic deal in 2 cases: 1) when the advertiser asks for a specific publisher, or 2) when the inventory shows good performance at a reasonable price.

Why should you consider programmatic advertising buying?

Now that you know what programmatic advertising is and how it works, the question arises: Should you rely on programmatic ad buying to increase your business’s reach? Long story short: Yes, programmatic ad buying can be a great addition to your company’s growth potential.

Because bidding through programmatic advertising gives you the power to leverage big data and machine learning, you can identify and target the audience most likely to convert across millions of publishers. With this approach you get faster, better and more cost-effective results.

For buyers, the success of programmatic ads depends heavily on the choice of DSP. If the DSP offers not only programmatic ad purchasing, but also ad development, fraud prevention, site listing, performance tracking and reporting, you have a higher chance of making the most of your media budget.

Programmatic advertising is a deep and exciting method of digital advertising. Understanding how programmatic advertising works will help you make informed, calculated decisions. The information in this article is just the basics of the programmatic universe. Nonetheless, adgomobile is always happy to share valuable insider information about marketing and answer your questions.