{"id":296084,"date":"2020-07-16T04:00:00","date_gmt":"2020-07-16T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/tech-talk-benefits-of-programmatic-advertising-and-the-programmatic-supply-chain\/"},"modified":"2024-11-14T11:17:47","modified_gmt":"2024-11-14T11:17:47","slug":"tech-talk-benefits-of-programmatic-advertising-and-the-programmatic-supply-chain","status":"publish","type":"post","link":"https:\/\/integralads.com\/apac\/insider\/tech-talk-benefits-of-programmatic-advertising-and-the-programmatic-supply-chain\/","title":{"rendered":"Benefits of Programmatic Advertising and the Programmatic Supply Chain"},"content":{"rendered":"<h4>Programmatic Advertising<\/h4>\n<p id=\"viewer-foo\" class=\"XzvDs _208Ie tFDi5 blog-post-text-font blog-post-text-color _2QAo- _25MYV _6RI6N tFDi5 public-DraftStyleDefault-block-depth0 public-DraftStyleDefault-text-ltr\">As the marketing and advertising world becomes more and more complex with the introduction of newer technologies and tools, the fundamentals of what we\u2019re trying to accomplish remain unchanged: connecting the right people with the right message at the right time.<\/p>\n<p id=\"viewer-fg248\" class=\"XzvDs _208Ie tFDi5 blog-post-text-font blog-post-text-color _2QAo- _25MYV _6RI6N tFDi5 public-DraftStyleDefault-block-depth0 public-DraftStyleDefault-text-ltr\"><a class=\"_2qJYG blog-link-hashtag-color _3Sq3W\" href=\"https:\/\/www.linkedin.com\/in\/laura-quigley-36534828\/\" target=\"_blank\" rel=\"noopener noreferrer\"><u class=\"sDZYg\">Laura Quigley<\/u><\/a>, SVP APAC at Integral Ad Science explains the topics of <strong>the benefits of programmatic advertising<\/strong> and the programmatic supply chain.<\/p>\n<p><iframe title=\"[Tech Talk] Benefits of Programmatic Advertising and the Programmatic Supply Chain\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/1l_89I4OHHA?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p id=\"viewer-2s6ee\" class=\"XzvDs _208Ie tFDi5 blog-post-text-font blog-post-text-color _2QAo- _25MYV _6RI6N tFDi5 public-DraftStyleDefault-block-depth0 public-DraftStyleDefault-text-ltr\">In the earlier days, the transactions were simpler- However, this seemingly simple process lacked scalability, efficiencies, and required lots of manual inputs.<\/p>\n<p id=\"viewer-fr2l0\" class=\"XzvDs _208Ie tFDi5 blog-post-text-font blog-post-text-color _2QAo- _25MYV _6RI6N tFDi5 public-DraftStyleDefault-block-depth0 public-DraftStyleDefault-text-ltr\">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.<\/p>\n<h4 id=\"viewer-3hqa3\" class=\"XzvDs _208Ie tFDi5 blog-post-text-font blog-post-text-color _2QAo- _25MYV _6RI6N tFDi5 public-DraftStyleDefault-block-depth0 public-DraftStyleDefault-text-ltr\"><strong>What are the benefits of programmatic advertising?<\/strong><\/h4>\n<p id=\"viewer-2ipv\" class=\"XzvDs _208Ie tFDi5 blog-post-text-font blog-post-text-color _2QAo- _25MYV _6RI6N tFDi5 public-DraftStyleDefault-block-depth0 public-DraftStyleDefault-text-ltr\">On the Sell Side:<\/p>\n<ul class=\"public-DraftStyleDefault-ul\">\n<li id=\"viewer-bdps2\" class=\"public-DraftStyleDefault-unorderedListItem public-DraftStyleDefault-depth0 public-DraftStyleDefault-list-ltr public-DraftStyleDefault-reset _2QAo- _25MYV _6RI6N tFDi5\">\n<p class=\"_208Ie _2QAo- _25MYV _6RI6N tFDi5\"><em><strong>Monetisation<\/strong>:<\/em> Publishers realised a great portion of their available inventory went unsold.<\/p>\n<\/li>\n<li id=\"viewer-6r43a\" class=\"public-DraftStyleDefault-unorderedListItem public-DraftStyleDefault-depth0 public-DraftStyleDefault-list-ltr _2QAo- _25MYV _6RI6N tFDi5\">\n<p class=\"_208Ie _2QAo- _25MYV _6RI6N tFDi5\"><em><strong>Efficiency<\/strong>:<\/em> Automation is hitting all businesses and publishers aren\u2019t 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.<\/p>\n<\/li>\n<li id=\"viewer-easl4\" class=\"public-DraftStyleDefault-unorderedListItem public-DraftStyleDefault-depth0 public-DraftStyleDefault-list-ltr _2QAo- _25MYV _6RI6N tFDi5\">\n<p class=\"_208Ie _2QAo- _25MYV _6RI6N tFDi5\"><em><strong>Data<\/strong>:<\/em> Publishers have pushed contextual relevance but technology and automation allow their actual data to be monetised and valued.<\/p>\n<\/li>\n<li id=\"viewer-dblpm\" class=\"public-DraftStyleDefault-unorderedListItem public-DraftStyleDefault-depth0 public-DraftStyleDefault-list-ltr _2QAo- _25MYV _6RI6N tFDi5\">\n<p class=\"_208Ie _2QAo- _25MYV _6RI6N tFDi5\"><em><strong>Diversification<\/strong>:<\/em> By leveraging on the efficiencies and ease of programmatic, publishers can make their inventory and data available to a much wider range of clients.<\/p>\n<\/li>\n<\/ul>\n<p id=\"viewer-fi0mp\" class=\"XzvDs _208Ie tFDi5 blog-post-text-font blog-post-text-color _2QAo- _25MYV _6RI6N tFDi5 public-DraftStyleDefault-block-depth0 public-DraftStyleDefault-text-ltr\">On the Buy Side:<\/p>\n<ul class=\"public-DraftStyleDefault-ul\">\n<li id=\"viewer-55aii\" class=\"public-DraftStyleDefault-unorderedListItem public-DraftStyleDefault-depth0 public-DraftStyleDefault-list-ltr public-DraftStyleDefault-reset _2QAo- _25MYV _6RI6N tFDi5\">\n<p class=\"_208Ie _2QAo- _25MYV _6RI6N tFDi5\"><em><strong>Monetisation<\/strong>:<\/em> Allowed advertisers to control and purchase the inventory, also opening up a long tail lower quality but cheaper inventory.<\/p>\n<\/li>\n<li id=\"viewer-699s7\" class=\"public-DraftStyleDefault-unorderedListItem public-DraftStyleDefault-depth0 public-DraftStyleDefault-list-ltr _2QAo- _25MYV _6RI6N tFDi5\">\n<p class=\"_208Ie _2QAo- _25MYV _6RI6N tFDi5\"><em><strong>Efficiency<\/strong>:<\/em> Simply put, programmatic advertising ensures advertisers can speed up and control the buying process.<\/p>\n<\/li>\n<li id=\"viewer-fta3d\" class=\"public-DraftStyleDefault-unorderedListItem public-DraftStyleDefault-depth0 public-DraftStyleDefault-list-ltr _2QAo- _25MYV _6RI6N tFDi5\">\n<p class=\"_208Ie _2QAo- _25MYV _6RI6N tFDi5\"><em><strong>Data<\/strong>: <\/em>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.<\/p>\n<\/li>\n<li id=\"viewer-bchf8\" class=\"public-DraftStyleDefault-unorderedListItem public-DraftStyleDefault-depth0 public-DraftStyleDefault-list-ltr _2QAo- _25MYV _6RI6N tFDi5\">\n<p class=\"_208Ie _2QAo- _25MYV _6RI6N tFDi5\"><em><strong>Diversification<\/strong>:<\/em> 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 <a href=\"\/apac\/insider\/opinion-digital-out-of-home-and-its-verification-capabilities-the-next-big-thing-for-advertisers-in-apac\/\">DOOH<\/a> and OTT.<\/p>\n<\/li>\n<\/ul>\n<h4 id=\"viewer-7fijc\" class=\"XzvDs _208Ie tFDi5 blog-post-text-font blog-post-text-color _2QAo- _25MYV _6RI6N tFDi5 public-DraftStyleDefault-block-depth0 public-DraftStyleDefault-text-ltr\"><strong>The programmatic supply chain<\/strong><\/h4>\n<p id=\"viewer-bmdd2\" class=\"XzvDs _208Ie tFDi5 blog-post-text-font blog-post-text-color _2QAo- _25MYV _6RI6N tFDi5 public-DraftStyleDefault-block-depth0 public-DraftStyleDefault-text-ltr\">The programmatic supply chain mainly consists of the buy-side and the sell-side, with the exchange in the middle.<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-full wp-image-116993\" src=\"\/wp-content\/uploads\/2020\/07\/ClickInsights.png\" alt=\"\" width=\"512\" height=\"225\" \/><\/p>\n<p id=\"viewer-4cjrc\" class=\"XzvDs _208Ie tFDi5 blog-post-text-font blog-post-text-color _2QAo- _25MYV _6RI6N tFDi5 public-DraftStyleDefault-block-depth0 public-DraftStyleDefault-text-ltr\">As programmatic continues to grow, brands and agencies invest in ad verification to keep continuing to invest digital with confidence.<\/p>\n<p id=\"viewer-da3un\" class=\"XzvDs _208Ie tFDi5 blog-post-text-font blog-post-text-color _2QAo- _25MYV _6RI6N tFDi5 public-DraftStyleDefault-block-depth0 public-DraftStyleDefault-text-ltr\">Programmatic has seen an evolution, as media channels and platforms become more connected and continue to evolve such as <a href=\"https:\/\/integralads.com\/apac\/insider\/ias-and-digiday-on-the-state-of-ctv\/\">CTV<\/a>, DOOH, Podcasts, etc. and technology will continue to improve the way advertisers connect with consumers.<\/p>\n<h4>Interested to find out more?<\/h4>\n<p>To find out how IAS&#8217;s technology can drive efficiencies in your advertising campaigns across desktop &amp; mobile, display &amp; video and mobile &amp; in-app, we would be delighted to talk you through our unique programmatic offering.<\/p>\n<p>Jessica Miles our ANZ Country Manager can be contacted on <strong>jmiles@integralads.com\u00a0<\/strong>We look forward to hearing from you.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>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\u2019re trying to accomplish remain unchanged: connecting the right people with the right message at&#8230;<\/p>\n","protected":false},"author":1,"featured_media":296085,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[212,221],"tags":[],"class_list":["post-296084","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-programmatic-apac","category-topics-apac"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.5) - 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