Programmatic Advertising
What is it?
- advertising that is charged when clicked
- changes according to user's needs
- starts with "I want to buy impressions that are interested in buying SUVs"
supplies openings, and solves the "who are the people interested in buying SUVs"
- agencies are part of DSP - they decide how to buy, what to buy, and the realtime bidding (with the help of google doubleclick manager)
- different DSPs do the bidding
- for DSPs, those with datasets are the best (google, amazon, rakuten)
- SSP supplies advertising slots
- supplies tags for other people to big spaces on
- they are vendors, in charge of getting big websites as well as mom and pops websites onto their system
- helps during the buying process within trade desk teams (using DSPs)
- used to improve market segmentation with whatever external data source you have
- 1st and 3rd party data is combined here to perform market segmentation
- for public DMPs in Japan
- audience one - largest in japan
- yahoo DMP
- scaleOut inc - carrier data only
- among its benefits are to save cost
DCO - dynamic creative optimization
- automatic creation of content based on user characteristics
- different advert layouts / advert content for different target audience
the entire bidding process happens within 0.05 seconds
history
programmatic buying started from 2009 during the lehman brothers shock
- was it because they were progrmmatically buying and selling stocks and inspired this?
the problem of too many services in one roof
- google as a publisher is ok
- google as analytics is also ok
- but google as both parties is not good
- because analytics is the auditor for the publishing data
- if google audits its own data and shows you results, do you trust it?
get your feet wet
to get used to it, try out
- facebook DSP
- google DSP
- youtube DSP
because they are very easy to get up and running and very intuitive