Programmatic media buying allows media buying managers to quickly buy tons of digital media space at low cost.
It combines human creativity and critical thinking with machine efficiency to help the right person find the right ad at the right time.
Today, media buying managers can see where their ads are displayed, who’s seeing them, and how much these ads cost. They also work with lots of other nerdy metrics to optimize ad performance.
Programmatic media buying allows them to improve advertising campaigns in real time based on the information they get.
These quick changes are what makes the difference between good campaigns and great ones. Udonis closely monitors all campaigns to make those swift modifications that maximize campaign performance.
Programmatic direct is another way to buy advertising space, however it’s not as popular as real-time bidding. As the name suggests, it’s a direct agreement between two parties for a fixed price. Hence, it doesn’t involve any mediation from an ad exchange.
It lets advertisers buy a certain amount of impressions on certain websites, and there’s no bidding and real-time auctions.
It’s used mostly by advertisers who need to sell their premium products to a group of interested buyers.
Just like programmatic direct, private exchange doesn’t involve ad exchanges.
It works like real-time bidding, but in a private marketplace with only those advertisers who received an invitation to join.
The terms for auction are pre-negotiated and there’s more ad space with less competition.
Think of it as a private auction for VIPs.
An ad exchange connects publishers to advertisers and helps them agree on the price for an advertising space. It consists of several ad networks, which is essentially a platform that’s connected to several websites.
This means that an ad exchange offers a lot of ad placement opportunities for advertisers because it gives them access to multiple ad networks.
It mediates between the Demand-Side Platform (DSP), i.e., the advertisers, and the Supply-Side Platform (SSP), i.e., the publishers. In practice, this means your ads can be shown pretty much anywhere on the internet.