April 21, 2020 by ,

When you hear the words “programmatic advertising”, what comes to mind? Do you think about demand-side platforms (DSPs) and supply-side platforms (SSPs)? Or about real-time bidding (RTB) and private marketplaces (PMPs)? Programmatic advertising is a broad term that spans many areas of digital advertising — from AdTech platforms and media-buying methods to advertising channels and mediums. In […]

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Programmatic Advertising: The Definitive Guide for 2020

August 19, 2019 by ,

In a scene from the 1982 film Blade Runner, a flying car is seen travelling through Los Angeles in the year 2019. To its right is a large digital advertisement on the side of a building displaying the words “Enjoy Coca-Cola”. A digital OOH ad in the 1982 film Blade Runner. Did Blade Runner invent […]

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How to Build a Programmatic DOOH Advertising Platform

January 23, 2019 by

With ongoing technological advancements and vast advertising opportunities, programmatic is slowly making its way to new areas of advertising – some of which not long ago seemed completely impervious to automation. Yet, we are witnessing a steady shift from manual media-buying processes towards automated (i.e. programmatic) processes in a number of different media: out-of-home advertising […]

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What Is Print Programmatic and How Does it Work?

December 19, 2018 by

In 1993, an innocuous, simple banner was displayed on Wired.com, teasing unsuspecting visitors to click on it. These were the meager beginnings of display advertising, and programmatic quickly arose to automate the growing demand for this emerging ad-delivery process. There was no turning back from there; the novel way of buying media and managing online […]

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What is Programmatic Audio and How Does it Work?

November 30, 2018 by

Since the early 2000s, brand advertisers and ad agencies have been moving their budgets online, spending big bucks on programmatic advertising – including display, video, native, and mobile – due to technological advancements and vast advertising opportunities.

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What Is Digital Out-of-Home (DOOH) Advertising and How Does It Work?

October 18, 2018 by ,

When publishers first began their exodus from print media towards digital, they started looking for new ways to generate revenue. The most intuitive revenue model was the one they had already been using in print – advertising. Display advertising came about to replicate printed ads in the online world and enable website monetization, which is […]

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What Is a Supply-Side Platform (SSP) and How Does It Work?

April 13, 2018 by

The online advertising industry is populated by an array of media-buying methods, making it increasingly difficult to comprehend, even for the most seasoned marketers. While terms like programmatic direct, real-time bidding (RTB), and private marketplace (PMP) all fall under the programmatic umbrella, it is worth remembering that they are quite different concepts. Before going deeper […]

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Understanding RTB, Programmatic Direct and Private Marketplace

January 31, 2018 by

In the early days of online advertising, ad space was purchased in the same way as print advertisements, that being that inventory was purchased directly from publishers at a set price, typically on a cost-per-mille (CPM) basis. During the late 1990s and early 2000s, a number of new advertising-technology platforms, such as ad networks, emerged […]

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Waterfalling, Header Bidding and New Auction Dynamics

November 14, 2017 by

If you have ever bought anything on eBay, you are probably no stranger to the concept of second-price auctions, the bidding process in which the winner pays the price offered by the second-highest bidder, rather than their own. The second-price auction model is widely applied in the world of programmatic. For years, it has allowed […]

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How Do First-Price and Second-Price Auctions Work in Online Advertising?

December 5, 2016 by

You may know it by many different names…”automated guaranteed,” “automated direct,” “automated reserved”…or “programmatic direct.” Whatever people call it, the process of buying and selling digital media in a direct demand-supply side relationship accounts for a majority of programmatic ad spend. And that’s despite real-time bidding getting a lot of the hype and attention. Here’s […]

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Advantages and Disadvantages of Programmatic Direct for Publishers