Programmatic advertising is the use of automated technology for media buying, as opposed to traditional (often manual) methods of digital advertising. Programmatic media buying utilizes data insights and algorithms to serve ads to the right user at the right time, and at the right price.
To understand programmatic media buying, you must know the terminology related to this process. Firstly, programmatic media buying can be categorized into three different types:
The programmatic ecosystem also involves three main components:
Ad inventory is usually bought via a real-time auction. Using programmatic channels, advertisers can buy per impression, thereby targeting the right audience. Since the process is automated, programmatic media buying guarantees speed and efficiency that is not matched in the traditional media buying.
The traditional media buying process involves a lot of manual work, typically with several requests for proposals (RFPs), human negotiations and manual insertions of the orders (IOs), which makes it slow and inefficient. Additionally, ads are purchased in bulk and advertisers have little control over the inventory and placement.
AppLift is a leading demand-focused mobile ad tech company and our mission is to fuel mobile advertiser’s growth by connecting their products to the right audience through technology, data and services. AppLift’s programmatic platform, DataLift 360, enables advertisers to launch their apps as well as grow and retain quality users from one interface. With DataLift 360, app marketers can programmatically access all major mobile ad inventory worldwide and control their campaigns through a single proprietary technology platform, which provides advanced data integration as well as extended targeting and audience management capabilities.