Programmatic Advertising

It should be said that brand new advertising options are popular in the 2020s. One of them is programmatic advertisingProgrammatic advertising, which has different features compared to traditional advertising methods, has many advantages. In the minds of many people what is programmatic advertising Question.

What is Programmatic Advertising?

Programmatic advertising is an option that enables purchasing transactions between publishers and advertisers through exchanges. Although it is a completely data-driven option, instant bids and a number of related methods play an important role. In programmatic advertising, human decision-making is inactive in buying transactions. In other words, all buying transactions are carried out with the decisions made by software.

 

Programmatic advertisingIn the industry, it is often confused with real time bidding. However, real time bidding is only one of the buying formats used by programmatic advertising.

Programmatic Terms

Programmatic advertising There are a great number of terms. Advertisers, publishers and the areas where these exchanges take place play an important role in this advertising option. In addition, it should be said that many terms also find a place for themselves.

 

• DSP (Demand - Side Platform): It can be translated into Turkish as demand-side platform. Software that uses advertisers' requests is called demand-side platforms. DSP software draws attention especially as a tool that makes it possible for advertisers to buy ad placements.

• SSP (Supply - Side Platform): It can be translated into Turkish as a supply-side platform. Programmatic advertising has changed a lot in the industry. Because, before programmatic, broadcasters had to reach advertisers. They even had a responsibility to sell advertising space. However, this process was done manually. Thanks to programmatic, this process went from manual to automated. SSP can be defined as the tool that publishers use to connect their inventory to ad exchanges.

• Ad Exchange: Can be defined as advertising exchanges. It is known as the place where ads and inventory are bought and sold. Ad Exchange is the place where both websites and ad networks meet advertisers and agencies who want to buy inventory.

• RTB (Real Time Bidding): It can be translated into Turkish as real-time pricing. It can be summarized as the working principle of programmatic advertising. It is defined as the auction process for any advertising space. This option known as a digital auction; programmatic advertising is important to understand. However, there are some differences with traditional auctions. It is an auction that takes place within milliseconds due to machine learning. In the process until the website opens, the advertisement of the advertiser who makes the highest bid and meets the desired conditions is displayed in the ad space.

• DMP (Data Management Platform): It can be defined as a data management platform. It is defined as the information obtained by categorizing the data belonging to the user and collected in the data management center. It is especially useful for the advertiser to create the most appropriate advertising strategies.