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Tag: buying

  • Apple iAd Expands into Programmatic Buying

    The programmatic buying bug has bitten brand Apple too. The iAd mobile advertising platform developed by Apple has finally gone the programmatic way. This platform is one of the biggest mobile ad platforms with tens of thousands of advertisers bidding on the available mobile inventory to promote their brands and businesses alike. So it was only natural that Apple resorted to programmatic buying in order to improve the speed and efficiency of the ad bidding process.

    iAd will now make more than 250,000 apps across its platform in over 100 countries accessible to the DSPs (Demand-side Platforms) and ad tech firms like MediaMath, The Trade Desk, Rubicon Project, GET IT Mobile, Accordant Media, Adelphic and AdRoll. These are just a few of the launch partner names. The network is going to expand rapidly in the days to come.

    Programmatic is the way to go when it comes to ad bidding since it reduces redundancy and improves overall efficacy of the process. Mobile is the dominant platform for advertisers to reach out to the young and aspiring demographics in any country. Apps have a preponderance over other forms of content consumption on the mobile platform. Apple brings with it phenomenal scale, high quality user experience and a unique, rich data set. This has got the advertisers quite excited.

    Key Takeaway for Digital Marketers

    With each passing day, more and more online processes are getting automatized. The ad bidding process if done manually is too cumbersome, especially if you are going to bid for tens of hundreds of ad spots and that too on a regular basis. Programmatic can help you make sense of what actually is offered to you and what are your options regarding the various ad inventories available. To learn more about the advantages of programmatic buying of ad inventory over traditional forms of buying ads, please visit the link here.

    With its move into programmatic buying, Apple has released an updated API for its automated buying platform the iAd Workbench. This new API allows the advertising fraternity to generate campaigns, make updates, access analytics and optimize bids seamlessly via their own systems. Learn more about it now at iAd Workbench API Guide.

    Has this new move from Apple got you all excited? Well, we can’t hide our excitement!

    Contact us now to get started with programmatic buying on the Apple iAd platform.

  • What is Programmatic Buying [Infographic]

    Programmatic buying is all the rage today among digital marketers and rightly so. This automation of online display ad inventory has brought in new buzzwords in digital marketing parlance like ‘programmatic reserved’, ‘programmatic premium’, ‘programmatic guaranteed’ and ‘programmatic direct’. All this goes to show the kind of attention programmatic buying is receiving from digital advertisers. It is a heady cocktail of high market value reserved ads that has caught the fancy of premium advertising agencies worldwide and offered directly to them by the respective publishers. All this is done with absolute credibility and efficacy and in real-time through programmatic buying. Check out this visually impactful, data driven infographic to get a better idea.

    Programmatic buying

  • Defining the Concept of Programmatic Buying

    Programmatic buying is gaining increasing traction lately. Recent research shows that programmatic ad buying is going to increase in the coming years Programmatic buying

    Many marketers are showing a lot of interest in programmatic buying. They are seeing it as a useful tool and want to know more about it.

    What is Programmatic buying?

    It is a system that allows buyers to purchase online display inventory from multiple sources such as, ad networks, ad exchanges and a few direct publishers.

    Programmatic Buying is different from the traditional form of media buying that is done by individuals. This software driven approach to media buying comes with a host of benefits from speed to versatility to effectiveness that makes it attractive to marketers.

    Programmatic Buying Process

    Here’s a graphic that depicts the process of programmatic buying:

    Programmatic buying process

    Source: Ogilvy grow (a Demand Side Platform or DSP)

    The entire cycle of ‘bid-call-response’ illustrated above happens in real time and is completed within a timeframe of 100 milliseconds.

    Advantages of Programmatic Buying

    • Single Platform Execution – programmatic buying is a one stop solution to bid on online display inventory across multiple marketplaces
    • Enhanced real-time targeting capabilities for optimization – programmatic buying allows you to implement numerous strategies such as:
      • Behavioral targeting: you can utilize first party data captured on your website (IP address, cookie pool, user demographics) and third party data segments bought from Data Management Platforms (DMPs) like Bluekai and Lotame that will let you maximize campaign reach
      • Audience or affinity group targeting: you can buy specific, appropriate audience groups and not irrelevant audience on websites. With audience analysis and segmentation, you can ensure increased reach with effective utilization of your spend
      • Keyword contextual targeting: your ad will be featured on web pages that include specific, contextual keywords related to your campaign
      • White-listing: you can create and use a white list of sites that have shown impressive performance in previous campaigns
      • Re-targeting: you can re-target audience segments that have visited your site but did not take up any further action. This strategy is mostly used to engage your audience better and help them progress along the buying funnel
      • SEM re-marketing: this tactic allows you to re-market to audience segments that are using campaign specific keywords on search engines
      • Lookalike audience targeting: you can target audience groups with characteristics similar to customers who have completed the sales cycle
      • Process transparency: The entire process is transparent, which includes real-time reporting, allowing you to have full access to all imperative metrics related to the promotional activity
    • Programmatic buying provides the capability to post edits on the DSP, which is mirrored across the campaign’s reach in real time. Programmatic buying’s artificial intelligence based approach without human weaknesses (subjectivity, inconsistency etc.) makes it sound like the best of both worlds

    Its early days and the jury is still out.

    What do you think about the capabilities of programmatic buying? Do you think it will help marketers run better performing campaigns and derive more ROI?

    Technical contribution by Kishore Kangokar, Group Head- Media, Position2 Inc.