A Step-wise Guide to Programmatic Advertising
Source : Martech Advisor
Sahil Chopra, CEO & Founder at iCubesWire shares a guide to help marketers understand the value of Programmatic advertising, real-time bidding and terms like Sell Side Platform (SSP) that helps publishers manage their ad impression and maximize their ROI and Demand Side Platform (DSP) that reports campaign performance and track ROI
Programmatic advertising has been a buzzword since its inception as it eradicates human involvement in placing ads and works in real-time. The lack of knowledge about programmatic advertising is the biggest reason for marketer’s hesitation to brace it. Doing Programmatic advertising is not a rocket science; it just requires knowledge about DMP, DSP, SSP and campaign creation.
Here is the step-wise guide:
- The user opens a webpage in his browser.
- Browser requests to fill the ad space from SSP
- SSP sends the request to DSP to bid for the particular ad space.
- DSP submits its details with bid price to the SSP
- SSP now selects the highest bid and place the ad
- The complete process takes just 200 milliseconds.
What Difference does Programmatic Advertising Make Here?
The question actually is what difference does the involvement of no human makes here? It brings a lot of benefits. The criteria of DSP’s sending bid price makes a lot of difference moreover, everything is done in real-time which add to the user experience by showing him only the highly relevant ads. It is a valuable asset for retargeting also but the bid prices are higher. DSP takes the information about the user from its database like their geography, internet browsing history and other available information such as age, sex, and income.
Programmatic adverting helps advertisers to get advanced and leave the ‘spray and pray’ method. It’s the era of personalized advertising. DSP also provides the report of the performance of the campaign to track the true ROI and no need to tell that it improves the ROI.
SSP helps publishers to sell their inventory at the highest price they could get. They can monetize their inventory at the highest possible price. Real-time Bidding this way helps in saving time and money while reaping the best possible results for both advertisers and publishers.
The complete process takes just 200 milliseconds means less than a second. Practically, it all happens meanwhile the page loads in the user’s system.