Integral Ad Science
  • Solutions
    BY PRODUCT TYPE
    Ad fraud
    Brand Safety & Suitability
    Contextual Targeting
    Viewability
    Efficiency & Optimisation
    BY CHANNEL
    CTV & Video
    Programmatic
    Proprietary Platforms
    Mobile & In-App
    BY CUSTOMER TYPE
    Brands & Agencies
    Publishers
    Platforms & Partners
  • Insights
    IAS Insider
    Media Quality Report
    Research
  • Innovation
  • About IAS
    Quality Impressions™
    Newsroom
    Leadership & Awards
    Careers
  • Careers
Log in
Investors
Contact
APAC APAC
US US UK UK DE DE ES ES FR FR IT IT JP JP BR BR LATAM LATAM Korean Korean
Integral Ad Science
  • Solutions
    BY PRODUCT TYPE
    Ad fraud
    Brand Safety & Suitability
    Contextual Targeting
    Viewability
    Efficiency & Optimisation
    BY CHANNEL
    CTV & Video
    Programmatic
    Proprietary Platforms
    Mobile & In-App
    BY CUSTOMER TYPE
    Brands & Agencies
    Publishers
    Platforms & Partners
  • Insights
    IAS Insider
    Media Quality Report
    Research
  • Innovation
  • About IAS
    Quality Impressions™
    Newsroom
    Leadership & Awards
    Careers
  • Careers
Log in
Contact Us
APAC APAC
US US UK UK DE DE ES ES FR FR IT IT JP JP BR BR LATAM LATAM Korean Korean
  1. Home
  2. | Channels
  3. | Programmatic
  4. | Benefits of Programmatic Advertising and the Programmatic Supply Chain
July 16, 2020 by IAS Team

Benefits of Programmatic Advertising and the Programmatic Supply Chain

Programmatic
Topics
Share:
Benefits of Programmatic Advertising and the Programmatic Supply Chain

Programmatic Advertising

As the marketing and advertising world becomes more and more complex with the introduction of newer technologies and tools, the fundamentals of what we’re trying to accomplish remain unchanged: connecting the right people with the right message at the right time.

Laura Quigley, SVP APAC at Integral Ad Science explains the topics of the benefits of programmatic advertising and the programmatic supply chain.

In the earlier days, the transactions were simpler- However, this seemingly simple process lacked scalability, efficiencies, and required lots of manual inputs.

Programmatic advertising is simply a tool that utilises technology to automate the buying process so that advertisers can accomplish buying and optimising media more efficiently and effectively.

What are the benefits of programmatic advertising?

On the Sell Side:

  • Monetisation: Publishers realised a great portion of their available inventory went unsold.

  • Efficiency: Automation is hitting all businesses and publishers aren’t an exception, investing in a larger sales force and spending great amounts of time managing contracts, ad tags and invoicing. Programmatic helps to make this more seamless.

  • Data: Publishers have pushed contextual relevance but technology and automation allow their actual data to be monetised and valued.

  • Diversification: By leveraging on the efficiencies and ease of programmatic, publishers can make their inventory and data available to a much wider range of clients.

On the Buy Side:

  • Monetisation: Allowed advertisers to control and purchase the inventory, also opening up a long tail lower quality but cheaper inventory.

  • Efficiency: Simply put, programmatic advertising ensures advertisers can speed up and control the buying process.

  • Data: Advertisers now have a wealth of data mainly first and third-party data, allowing advertisers to draw on insights and trying to pinpoint the consumer. Programmatic also means that the campaign and learning can be adjusted accordingly while a campaign is running, improving its effectiveness.

  • Diversification: Opens up the opportunity to buy a wider inventory pool, more excitingly as this space grows we are starting to see advertisers buy traditional mediums digitally, the likes of DOOH and OTT.

The programmatic supply chain

The programmatic supply chain mainly consists of the buy-side and the sell-side, with the exchange in the middle.

As programmatic continues to grow, brands and agencies invest in ad verification to keep continuing to invest digital with confidence.

Programmatic has seen an evolution, as media channels and platforms become more connected and continue to evolve such as CTV, DOOH, Podcasts, etc. and technology will continue to improve the way advertisers connect with consumers.

Interested to find out more?

To find out how IAS’s technology can drive efficiencies in your advertising campaigns across desktop & mobile, display & video and mobile & in-app, we would be delighted to talk you through our unique programmatic offering.

Jessica Miles our ANZ Country Manager can be contacted on jmiles@integralads.com We look forward to hearing from you.

Access the content now.
Download
Access the case study now.
Download
Access the guide now.
Download
Access the research now.
Download
Sign up for insights right to your inbox.
Subscribe now ›

Related Posts

Retail Webinar: Maximising Your Media Ad Spends
Retail Webinar: Maximising Your Media Ad…
Learn more ›

November 14, 2022 by IAS Teams

Here’s How Marketers Can Create Outcomes For Programmatic Campaigns
Here’s How Marketers Can Create Outcomes…
Learn more ›

October 6, 2022 by IAS Teams

Masters of Media – Azmat Habibulla, Chief Marketing Officer, South Indian Bank
Masters of Media – Azmat Habibulla,…
Learn more ›

September 28, 2022 by IAS Teams

Sign up for fresh insights

Solutions

By Product Type

Ad Fraud

Brand Safety & Suitability

Contextual Targeting

Viewability

Efficiency & Optimization

By Channel

CTV & Video

Programmatic

Proprietary Platforms

Mobile & In-App

By Customer Type

Brands & Agencies

Publishers

Platforms & Partners

Insights

IAS Insider

Research

Media Quality Reports

Publishers

About IAS

Quality Impressions™

Newsroom

Leadership & Awards

Careers

Helpful Links

Contact

Log in

© 2021 Integral Ad Science, Inc.

Site indexing policy

Privacy policy

Subscription management

Site indexing policy

Privacy policy

Subscription management

© 2021 Integral Ad Science, Inc.

Search

Hit enter to search or ESC to close

Download Content

Fill out the form to have this content delivered directly to your email inbox.

Subscribe now

Fill out the form to sign up for the latest and greatest IAS updates— delivered right to your inbox.

Thank you for signing up for the IAS Newsletter.