Programmatic Display Advertising
As 2018 nears its end, we are all now well versed with the Google Display Network, or GDN. But what about publishers that are not in the GDN? How do we reach them?
Traditionally, ad buying for web publishers takes place in two main areas: the open auction marketplace and the private marketplace. In the open marketplace, publishers auction off digital ad space and advertisers bid for the placement. The private marketplace works in the same manner, but only certain advertisers are selected by the publisher to be eligible to participate. In the past, both of these marketplace processes required a certain amount of human effort to execute.
This is where Programmatic Display Advertising enters as a key player for the future. PDA uses machine learning to automate the real time ad space bidding process in both open and private marketplaces. Basically, the bidding and auction process is being outsourced to machines that are able learn and optimize quickly, while also eliminating human error. These programmatic platforms automate the decision-making process of media buying by seamlessly placing ads in front of consumers based on interests, locations, demographics and most importantly, online behavior in the blink of an eye, all while constantly adjusting based on results in real time.
Programmatic ads can reach 98% of the internet across all digital devices, and will be a driving force for digital marketing strategy and online growth in 2019. Programmatic ads are predicted to account for 67% of digital display advertisements in 2019.