Programmatic Digital Advertisement
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A Programmatic Digital Advertisement is a digital advertisement that is a targeted ad (can be programmatically targeted).
- Context:
- It can (typically) enable the tailored Ad Messages to a particular individual, at a particular moment, and in a specific context.
- Example(s):
- See: Media Inventory, Reach Ad, Supply-Side Ads Platform, Demand-Side Ads Platform.
References
2015
- (Wikipedia, 2015) ⇒ http://en.wikipedia.org/wiki/programmatic_media Retrieved:2015-6-8.
- The term Programmatic media (also known as programmatic marketing or programmatic advertising) encompasses an array of technologies that automate the buying, placement, and optimisation of media inventory, in turn replacing human-based methods. In this process, supply and demand partners utilise automated systems and business rules to place advertisements in electronically targeted media inventory. It has been suggested that programmatic media is a fast-growing phenomenon in the global media and advertising industry.
2015b
- (Wikipedia, 2015) ⇒ http://en.wikipedia.org/wiki/programmatic_media#Programmatic_Media_Buying Retrieved:2015-6-8.
- Many media agencies leverage technology partners with access to ad exchanges, while others have chosen to develop their own trading desks that allow them to directly transact in media programmatically. Programmatic media buying allows the use of audience insights and technology to tailor messages to a particular individual, at a particular moment, in a specific context, ultimately enabling an additional layer of value. Programmatic media is transacted across a wide and diverse array of mediums including digital media (desktop, mobile and social media), Television (TV), Print, Radio and Out-of-Home (OOH). Technological innovation, an abundance of data, and liquidity in the media has given way to a more democratised process, which has changed the mechanics of transacting media in a manner that has never been possible before. The industry is going through something akin to the automation of the financial markets in the 1980s, allowing much more precision and personalisation.