The number of online consumers is rapidly growing, and so is the need for ads that capture attention and make an impact. It’s crucial that marketers can depend on a transparent and trustworthy ad publishing process to reach consumers online and drive results without wasting time or money.
That’s where programmatic advertising comes in.
What is programmatic advertising?
Programmatic advertising is the automated buying and selling of ad space in real-time. This process lets marketers target specific audiences and optimize their campaigns for better, scalable results.
One of the main benefits of programmatic advertising is that it eliminates the need for manual buying and selling, helping to increase time efficiency and avoid human error. Through technology-driven processes, like algorithms and AI, programmatic advertising helps streamline both the purchasing and placement of ads across the digital landscape. Plus, programmatic advertising is flexible, allowing media buyers to shift budgets faster than ever before.
How does programmatic advertising work?
The programmatic supply path is made up of a number of intermediaries that connect advertisers (buyers) to publishers (sellers) to buy and sell ad inventory across digital environments, including open web, social media, CTV, and more.
Ad inventory is managed through demand-side platforms (DSPs) and sell-side platforms (SSPs). DSPs help advertisers buy digital ad inventory through automation, while SSPs compete for advertising demand within programmatic auctions and automate the sale of advertising space for publishers.
How does programmatic advertising help marketers?
Programmatic advertising helps marketers make the most of every cent and every second. By using precise targeting and real-time optimization, marketers can improve the efficiency of their campaigns and reach their audiences with individualized ads to engage and enhance brand visibility.
Programmatic advertising also helps marketers budget their ad spend to ensure that their campaigns are maximizing ROI and reaching other KPIs. Programmatic advertising analyzes metrics and insights, giving marketers real-time transparency so they can refine their targeting strategies and ad placements to drive superior results.
How can IAS help?
The programmatic supply path can be a bit complex, so marketers need the most efficient buys and the fastest campaign optimization. IAS helps verify that your buys are made of Quality Impressions, which measures whether your ads are in-view, seen by a real person, in a brand safe and suitable environment, and in the correct geo. IAS also works to ensure the integrity of your brand and optimize your campaign effectiveness throughout every step of the supply path.
Here’s a quick look at what IAS can offer with our industry-leading programmatic product suite:
- Optimization Pre-Bid Segments: Achieve optimal media quality results, hit KPIs, and ensure your ads are seen by real people in safe environments with real-time data.
- Performance-Based Targeting: Apply Context Control optimization that lets you target contextually relevant content that aligns with your strategic objectives and amplifies your brand message.
- Total Visibility: Activate more efficient campaigns, protect your spend, and deliver better ROI with the industry’s first Quality Path Optimization (QPO) product, Total Visibility™, which combines DSP log level data, financial, and supply path information with IAS media quality data to provide marketers with insight into the supply path, performance, quality, and cost of programmatic ads.
- Automated Tag: Spend less time tagging and more time optimizing with our first-to-market tag management solution that gives you greater operational efficiencies with increased control of the campaign set-up process.
Drive results on your programmatic campaigns with actionable transparency and precise targeting that only IAS can provide. Check out our programmatic product suite to get started today.