Some may say that old is gold but in the world of digital advertising old technologies are simply worthless. Newer technologies such as programmatic are a zillion times better for advertisers and publishers. It is the present and the future. Take a look at the benefits of programmatic advertising that you simply cannot ignore. Speed Speed is of the essence in today’s extremely fast-paced world and even more important in the world of digital advertising. Programmatic advertising relies on sophisticated algorithms to match advertiser’s ads to publisher’s spaces across a set of finely tuned parameters and place the ad in real-time even as the page loads. This simply is not possible with manual ad transactions. Precise targeting for advertisers It would take plenty of time and effort for advertisers to develop target profiles through analytics and even then the ad may not find precise targets. Programmatic cuts through the chaff and targets advertisers who are...
Think of a stock exchange and that gives you an idea of what an ad exchange does. The world of online digital ads has publisher sites on the one hand with inventory on offer and, on the other, there are ad agencies and advertisers looking for the best sites on which to place their ads. Ad Exchange is the platform where all they all come together and the exchange conducts real-time bidding based on parameters as set by the publishers and as set by advertisers/ad agencies. Types of ad exchanges An ad exchange can be open type, a preferred deal type or a private ad exchange. Open exchange: Open exchanges exhibit the largest volumes of trades and transactions with an estimated 70 billion impressions being facilitated. Any publisher or advertiser can join the open exchange. One has to be extra careful while transacting business on open exchanges. Private ad exchange: Private exchanges are closed platforms where only private auctions are conducted. Publishers have full ...