CPM using programmatic display in Japan
CPC using programmatic Google Display ADs
CPM using Dynamic Banners on display networks
CTR using custom audiences on Programmatic Display
For most digital marketers, Programmatic Advertising is usually referring to Programmatic Display, similar to the Google Display Network, a programmatic DSP uses a more advanced form of artificial intelligence (AI) and opens up the opportunity for advertising placements across a huge number of Ad Exchanges and network inventory (along with the standard Google Display Network) with a more precise, data-driven way to target an audience.
Hyper Location Targeting
Hyper Location Targeting allows us to pinpoint an area on the map, this could be a shopping mall, fast-food chain or condominium building. We can then target users with Ads whilst they are in a given location or build audiences based on locations they have previously visited.
There are lots of different formats and creatives available with Programmatic Display. Depending on the campaign objective and target audience these can range from Interactive Ads designed for engagement, to Dynamic ads which will serve a different message depending on external data.
If you’re just delving into the world of Programmatic here are a few variations that you’re likely to come across.
Demand Side Platform (DSP) – A DSP is where advertisers build and manage campaigns. There are many DSP platforms available, DoubleClick for example, however, most will require some form of partnership and minimum spend agreed.
Programmatic Direct – An automated way to buy a specific amount of Ad Inventory, a bit like if you were to negotiate with an advertising website yourself, however, this involves no human interaction.
Real-Time Bidding – RTB is the process where an Impression is bought and sold in the blink of an eye, via a programmatic auction. Unlike Programmatic Direct, RTB will calculate data based on hundreds of potential advertisers with the Impression going to the highest bidder.
Private Auctions (PMP) – Premium Ad space that is available through an RTB auction by invitation only, where the buyers are pre-approved by the publisher.
Programmatic Marketing has been a buzzword for Digital Marketers in Bangkok over recent years, however, few have first-hand access to true programmatic DSP’s.
If you’re looking at ways Programmatic Display can benefit you, get in touch with one of our consultants today.
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We have been working with Phoenix Media for the past 12 m...
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Transparency is key in digital marketing, and Phoenix is ...
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