Programmatic Ads

Paid Advertising

Programmatic advertising is a method of real-time ad buying where the buyer can set targeting and choose inventory from a wide range of sellers. This type of ad buying happens via demand-side platforms (DSP).

Users

Millions

Meant For

Digital advertising firms

Demand Side Platform

Adobe Advertising, TheTradeDesk, DataXu, DV360, MediaMath

Who Is It For

Anyone who is looking to reach their audience online in addition to reaching them on social platforms.

Common Use Case

For video campaigns, programmatic is useful for name ID, persuasion, and GOTV efforts. For display campaigns, it’s useful for the objectives mentioned along with list building, fundraising, and other conversion campaigns, thanks to its low cost.

Strengths

  • Access to inventory outside of social platforms
  • Strong targeting abilities depending on the DSP – most also have additional 3rd party data segments that you can leverage
  • Customization of your campaign – you can control which devices, apps, sites, and platforms your ads will be served on, and you have more levers of optimization (bid cap, frequency cap, placement, sites, etc.)
  • Ability to set up a private marketplace deal (PMP) which allows you to buy specific publishers within the DSP (versus going publisher direct) and utilize any of the targeting capabilities offered on the DSP
  • If possible, leveraging a partnership with LiveRamp can be very efficient for 1:1 targeting campaigns
  • Most DSPs also allow you to leverage over the top advertising (OTT) and audio inventory

Drawbacks

Click fraud is on the rise so be sure results are verified with UTMs and/or a company that can verify your results

US Political Ad Policies

  • DSPs are beginning to increase restrictions around political advertising:
  • Google’s DSP (DV360) no longer allows targeting beyond age, gender, and zip codes
  • Other DSPs such as The Trade Desk and MediaMath also do not allow targeting to audience sizes that are less than ~10,000.
  • A few self-regulating publishers do not allow political advertisers to set up PMPs
  • Disclaimer requirements for creative must be consistent with federal election law

Adobe Advertising, TheTradeDesk, DataXu, DV360, MediaMath

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