If you’re new to programmatic advertising, you may want to familiarize yourself with the basics. This article will discuss Real-time bidding, Ad exchanges, Behavioral targeting, and Keyword targeting. Once you have a general understanding of these terms, you can move on to programmatic advertising examples. The Economist is a prime example of this. Through programmatic advertising, the publication has generated 650,000 new subscription prospects and a 10:1 ROI. Moreover, the campaign has increased brand awareness by 65 percent.
Real-time bidding
Using real-time bidding for programmatic advertising is a growing trend in the digital marketing world. Marketers use demand-side platforms (DSPs) to create campaigns, while publishers use supply-side platforms (SSPs) to list their inventory. Both DSPs and SSPs have minimum bid requirements that maximize revenue for publishers. Real-time bidding occurs within these platforms at the ad exchange.
While real-time bidding happens on a public exchange, publishers and advertisers can choose to use private platforms that provide a more bespoke experience. RTB is similar to auctions in which buyers bid on ad inventory. Publishers invite a particular buyer to bid on their available ad inventory. If there is more than one buyer in a given inventory category, it will be based on the highest bid.
Behavioral targeting
Behavioral targeting in programmatic advertising refers to an advertising strategy that uses web user behavior data to deliver ads to the most relevant consumers. This is very useful for marketers who want to reach the most interested audiences. This data includes the history of web pages visited, searches made, time spent on website, shopping cart abandonment, ads clicked, and other specific actions. Once collected, this data is combined into an informational profile of the user.
Behavioral targeting in programmatic advertising helps marketers understand their customers better and serves relevant ads to their target audiences. It uses a user’s online behaviour to deliver highly targeted content and recommendations, and improves engagement with a brand’s product or service. The success of personalized marketing content can be measured by a higher conversion rate than generic suggestions. Moreover, it makes online research and purchasing faster. By identifying a user’s preferences, behavioral targeting helps companies improve their ads and increase sales.
Keyword targeting
In programmatic advertising, advertisers are able to display their ads on a range of digital properties based on certain keywords. Keywords are chosen based on a variety of factors including the page’s content and frequency of crawling. Depending on the business’s goals, advertisers can adjust their bids to target specific audiences. For example, a business selling footwear might want to target the keyword “pedals” in articles about cycling and safety. It may not want to appear on pages about electric bicycles, and vice versa.
In programmatic advertising, campaigns should use 5 to 50 keywords. In addition to these, advertisers should use negative keywords to match ads to the content of websites. A good rule of thumb is to use as many as fifty keywords for a single campaign. This is so that the network can analyze the content of web pages and deliver ads relevant to that content. Programmatic advertising examples include keyword targeting and audience size. While the exact number of keywords varies from business to business, Google recommends allowing up to 50 keywords per campaign.
Ad exchanges
Programmatic advertising exchanges are websites that allow advertisers to buy and sell ad space. These websites typically handle inventory for both mobile and desktop websites. They also offer real-time auctions. Twitter owns a platform that focuses on in-app advertising. These exchanges provide data to help advertisers understand how much to bid for a specific piece of advertising space. Usually, advertisers bid in bundles of 1000 or more impressions.
These sites help marketers and publishers find ads and maximize ad yield. By making advertising space available to a large number of digital publishers, advertisers can increase their revenue. They make the process of buying media much more efficient and eliminate the need for negotiating with publishers. These sites allow for real-time bidding which makes negotiating much easier. The downside to these exchanges is the potential for ad fraud. Ad fraud can be very easy to commit if the ads aren’t well-targeted.
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