PPC | October 25, 2016
Let Liberty Introduce You to Programmatic PPC Bidding
Here at Liberty, we are incredibly excited to offer Programmatic and RTB (real-time bidding) services. We even have a page for them (click here).
But before you dive right in, we ought to explain what these services are.
What is Programmatic?
Programmatic effectively means automatic. When done correctly, it allows advertisers to put the right advertising in front of the right people at the right time.
Programmatic allows access to literally millions of websites offering advertising space and automates the process giving the advertiser more time to be creative rather than spending more time spooling through reports.
It works by data being inputted by the advertiser on the DSP (demand-side platform) with specific targeting information and display adverts. When a webpage loads with advertising space, the information about the page and user is instantly sent to the Ad Exchange which auctions the advertising space.
Similar to the auctioning that takes place on Google AdWords, these auctions are held in less than 1 second and determine the highest bidder. The ad is then shown on the webpage; advertisers may recognise this as the term “impression”.
What is the Difference Between RTB and Programmatic?
The difference between RTB (real-time bidding) and programmatic is often considered complex and can cause a lot of confusion.
For the most part, it is the same as programmatic, Double-Click explain:
“Real-time bidding (RTB) is a server-to-server integration option for network buyers that allows networks to evaluate and bid on each available impression.”
At the RTB level, the advertiser is able to set parameters such as the network reach and maximum bid.
Programmatic allows advertisers to layer this to make the audience targeting more specific, such as targeting by audience data and behaviour. This coins such terms as “behavioural targeting” which focuses on the user’s internet activity to get an idea of what ads would be relevant to that person at that time.
We also see the term “contextual targeting” which, instead of monitoring the user, monitors the content of the site which means the ads will be relevant to what the user is reading or looking at.
Is it the Future of Online Advertising?
There have been countless occasions in which Programmatic is described as ‘the future of online marketing’. Programmatic is an incredibly powerful tool allowing access to millions of quality websites offering advertising space and it continues to evolve. Undoubtedly, programmatic and RTB will continue to grow its dominance in online display marketing.
However, it’s important to bear in mind what works best for the client. It might not suit everyone at this point – that’s not to say that the way programmatic works won’t be suitable down the line when both the client’s company and programmatic itself have evolved and grown. The sure-fire way to find out what does and does not work best is to test it and see the results for yourself.