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Programmatic advertising, of course, is nothing new. What is new, however, is the huge amount of catching up that it is doing. For example, the online advertising market in the Netherlands grew by 9 percent last year. Good for a turnover of 1.8 billion euros! This is only expected to increase further in the coming years. Also at Exsell, we deploy programmatic advertising for our clients. To achieve effective targeting, we use insights from our predictive models.
Let's start at the beginning. Programmatic advertising is basically nothing more than making sure you send the right message to the right person at the right time. You do this using correctly collected data and good technology where algorithms determine if a person falls within the right target audience to see your ad. Cookies are used that capture and remember previous online behavior. This explains, for example, why you suddenly see tons of banners for a particular clothing brand if you did a search for that brand earlier. That is, so to speak, not accidental. If targeting is set incorrectly, this can also become very annoying and counterproductive, by the way ?
Programmatic advertising / buying is real-time bidding on advertising space where one specific ad is shown to one consumer within the right context. This way you not only advertise more efficiently, but also more effectively. In theory, your ad is always shown to the right target group at the right time with the right message. Money is only spent if the advertising space meets all predefined criteria. You can also set a minimum and maximum spending per consumer. This ensures that you never go over your budget. Finally, you decide where, when and how often you want to be visible. The programmatic ecosystem looks as follows:
The advertiser that is you ?
The agency that is us. We help you purchase and optimize your advertising. We buy advertising space for you in such a way that the purchased space generates maximum publicity. For this we use both online and offline channels. Trading desks basically do the same as us, but focus on buying online advertising space only.
We buy the ad space within our Demand Side Platform. We do this through real-time buying. The ads are also prepared from here (with the necessary criteria) and optimized later if necessary.
From the Sell Side Platform, publishers offer their available ad space for sale. Whereas we set criteria within our DSP for displaying ads, publishers can set criteria within their SSP for making ad space available. For example, they can specify that they only make space available for a specific size banner.
An Ad Exchange is best thought of as a large marketplace. This is where the supply and demand for online advertising space comes together. Publishers offer their space here and advertisers can then purchase it. This is all done completely automatically.
Finally, an Ad Network is a network of multiple publishers who have joined forces for the purpose of selling available ad space to advertisers for the highest possible bid.
In theory, you now know the meaning behind the main concepts within Programmatic Advertising. But how does it work in practice? Because I am quite visually oriented myself, I have drawn it for you using an example. My experience is that difficult information comes in just that little bit easier through visualization.
If you were to visualize the conversations between the different systems you would get something like this:
I think I've pretty much hinted throughout this article that we at Exsell are one hundred percent fans. After all, advertising through programmatic advertising works very efficiently. But it has many other advantages:
With programmatic advertising, you can go in an awful lot of directions. But whatever your goal: good preparation is half the battle. So always start with your strategy first! That is the foundation from which you will build further. Once that is in place and you have a clear idea of what you want to achieve with which target group, you can start using programmatic advertising. Below I give you some practical examples for inspiration:
Some of the above examples are from inputs obtained from algorithms. By definition, the result of an algorithm is nothing more than a prediction based on assumptions. Algorithms are dynamic. Assumptions can change over time for various reasons. For this reason, we do not take everything at face value.
Within Exsell, we always ask ourselves the question: why? Why does a customer buy product X, Y or Z? Or why doesn't anyone click on the ad for product W? With the answers to these or similar questions, we then sharpen our algorithms. Because... In the end, it remains at all times a matter of testing, measuring and adjusting if necessary. Every time again.
Would you also like to set up a targeted and effective online advertising campaign that always reaches the right target group at the right time? Based on in-depth analyses? Then get in touch via 088 732 40 00.
Send us your email address and/or phone number and we will get back to you as soon as possible!