Programmatic advertising is a data-driven approach to media buying that uses algorithms and automation to target specific audiences and optimize ad campaigns in real-time. There are several types of programmatic advertising, each with its own unique characteristics and applications. Here are some of the most common types of programmatic advertising with examples:
Real-time Bidding (RTB):
RTB is a type of programmatic advertising that involves buying and selling ad inventory through real-time auctions. Advertisers bid on available ad inventory in real-time, and the highest bidder’s ad is displayed to the targeted audience. Examples of RTB platforms include Google Ad Manager, AppNexus, and OpenX.
Private Marketplace (PMP):
PMP is a type of programmatic advertising that involves buying and selling ad inventory through private auctions. Publishers offer their ad inventory to a select group of advertisers, who can then bid on the available inventory. Examples of PMP platforms include Rubicon Project and PubMatic.
Programmatic Direct is a type of programmatic advertising that involves buying and selling ad inventory directly between advertisers and publishers. Advertisers can purchase ad inventory in advance, often at a fixed price, which enables them to plan and execute their ad campaigns more effectively. Examples of Programmatic Direct platforms include MediaMath and DoubleClick.
Dynamic Creative Optimization (DCO):
DCO is a type of programmatic advertising that enables advertisers to create and serve personalized ad content to different audience segments. By analyzing data on consumer behavior and preferences, advertisers can create tailored messages that are more likely to engage their target audience and drive conversions. Examples of DCO platforms include Celtra and Jivox.
Mobile programmatic advertising:
Mobile programmatic advertising involves targeting audiences on mobile devices using programmatic ad technology. Mobile programmatic advertising can be used to serve a range of ad formats, including native ads, video ads, and interstitial ads. Examples of mobile programmatic advertising platforms include AdColony and Vungle.
In summary, programmatic advertising includes several types of ad buying and selling techniques that use automation and data-driven algorithms to reach specific audiences in real-time. These types of programmatic advertising include Real-time Bidding, Private Marketplace, Programmatic Direct, Dynamic Creative Optimization, and Mobile programmatic advertising.