Post by account_disabled on Mar 10, 2024 16:18:57 GMT 5.5
Spending on digital advertising in Europe in 2019 was 64.8 billion euros. But the interesting thing is that 77% of Display Advertising is managed by software, something like 23 billion euros. It is also responsible for 58% of the buying and selling of advertising through videos. It is the so-called "programmatic advertising", a term which defines the automated process of purchasing and selling digital advertising spaces through marketing automation software, known as AdTech (advertising technology). In Italy the value of the programmatic market is worth 552 million.
How programmatic works In programmatic, the supply India Mobile Number Data and demand for advertising spaces meet automatically through the use of hardware and software technologies. Advertisers use platforms called DSPs (Demand Side Platforms) to make their offers to purchase advertising spaces. Publishers use platforms called SSP (Supply Side Platform) to make available and manage available advertising spaces. In the loading time of a web page, a few milliseconds, a real-time auction takes place between the parties (Real Time Bidding) and the algorithms of an Ad Exchange decide who wins the tender and the price of the impressions that will be delivered. This is a totally automated system which differs substantially from the traditional method, called "reservation", in which the allocation of spaces and the methods of purchase and sale are carried out manually.
A great advantage of programmatic is that it has introduced a buying and selling model based on the target audience. Previously, the spaces were assigned through a content criterion, called "Contextual Targeting", i.e. the buyer bought the spaces of GQ and similar sites hoping to intercept a male audience corresponding to their typical visitor. Today, with the method known as "Audience Buying", both publishers and third parties can make new data available for targeting a specific audience: demographic, navigation, purchasing and interest. To optimize the invested budget, advertisers integrate the DSP with a platform called DMP (Data Management Platform). It collects, aggregates and analyzes first, second and third party data from customers or prospects (personal, socio-demo, behavioral information).
How programmatic works In programmatic, the supply India Mobile Number Data and demand for advertising spaces meet automatically through the use of hardware and software technologies. Advertisers use platforms called DSPs (Demand Side Platforms) to make their offers to purchase advertising spaces. Publishers use platforms called SSP (Supply Side Platform) to make available and manage available advertising spaces. In the loading time of a web page, a few milliseconds, a real-time auction takes place between the parties (Real Time Bidding) and the algorithms of an Ad Exchange decide who wins the tender and the price of the impressions that will be delivered. This is a totally automated system which differs substantially from the traditional method, called "reservation", in which the allocation of spaces and the methods of purchase and sale are carried out manually.
A great advantage of programmatic is that it has introduced a buying and selling model based on the target audience. Previously, the spaces were assigned through a content criterion, called "Contextual Targeting", i.e. the buyer bought the spaces of GQ and similar sites hoping to intercept a male audience corresponding to their typical visitor. Today, with the method known as "Audience Buying", both publishers and third parties can make new data available for targeting a specific audience: demographic, navigation, purchasing and interest. To optimize the invested budget, advertisers integrate the DSP with a platform called DMP (Data Management Platform). It collects, aggregates and analyzes first, second and third party data from customers or prospects (personal, socio-demo, behavioral information).