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Digital Ads Playbook

Programmatic Ads

In Depth Assessment

If you see an ad while you’re reading a recipe on a blog or while viewing a clip on your local news site, you’re likely seeing a programmatic ad. “Programmatic advertising” literally means the automated buying and selling of digital advertising space, but this definition could cover pretty much any digital ad buying. Most of the time, a “programmatic ad” refers to all non-social or search inventory across the web, apps, and digital devices; this means if you see an ad outside of a “walled garden” of Facebook, Google, or another social networking site, that’s a programmatic ad. The buyer sets targeting and usually uses inventory sources that cover a wide range of sellers/publishers. This type of ad buying happens via demand-side platforms (DSP) like The Trade Desk, Google DV360, Centro, DataXu, or Adobe.

Programmatic ads platforms

Quick Facts

Programmatic Ads
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Skill Level Needed to Buy Ads

Expert Touch Needed

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Typically Managed By

Ad Agencies

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Notable Targeting Capabilities

  • Demographic targeting
  • Geotargeting
  • Behavioral targeting
  • Contextual targeting
  • Retargeting
  • Custom list audience
  • Lookalike audience
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Available Creative Formats

  • Static Graphics
  • Videos (6s, 15s, 30s)
  • Gifs
  • Native Ads (ie: News Articles)
  • Audio
  • Custom Creative Options

Additional Resources

MiQ Ad Specs IAB Digital Video In-Stream Ad Format IAB Fixed Size Ad Specifications IAB Native Ad Specs The Beginner’s Guide to Programmatic Advertising Programmatic Advertising Foundations (LinkedIn Learning)

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