With programmatic media buying growing into a larger force in the advertising and marketing space, it’s time for every marketer to make sure they’re up to speed on this topical trend. Are you?
Today, we’re taking a look at two of programmatic buying’s biggest trends. If you’re not familiar with the basics, read our blog post on programmatic media buying 101 before you dig into these other resources.
As reported by Digiday, TV is turning to programmatic for advertising more than ever before. While Hulu first opened its doors to programmatic direct (also know as “automated guaranteed”) last year, a larger shift in the TV media buying landscape seems to be underway.
With programmatic buying, TV advertisers move away from the traditional model of choosing television shows and channels to work with based on ratings. Instead, audience data becomes the central factor in purchasing decisions. Of course, audience demographics were always part of TV advertising, but programmatic lets marketers reach more targeted audiences.
If you work with television ads and you held out on learning about the programmatic landscape, now is the time. Keep an eye out for additional changes in this fast-moving field, such as the ability to purchase specific ad slots programmatically, and systems that move programmatic direct closer and closer to real-time buying.
Header bidding opens up ad auctions to more equitably allow publishers to compete for ad spots, rather than offering spots first to the providers that have historically had a larger ad spend. As explained in Ad Age’s recent guide to the technique, “with header bidding, everyone bids at once, which often drives up the price and in turn gives publishers more money. At the same time, it gives advertisers a more even shot at the inventory they most want.”
While header bidding promises to give advertisers more buying control, it’s also likely that the details of these auctions will continue to change. Marketers need to stay on top of the changes and associated best practices. For a more in-depth look at header bidding, read these explainers from AdExchanger’s and MarTech Today.
Do you have questions about the nuances of programmatic? We can help. Call Movéo today.
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