Get it right!! As projected in the last few years, Programmatic advertising has captured increasingly larger portions of digital advertising globally. According to Carat’s Ad Spend Report, India, in its unique position of being one of the fastest & steadily growing economies of the world is
Every year we hear about how ad blocking is going to become irrelevant. But the reality is that ad blockers are not a fad, they are here to stay. It is estimated that ad blockers cost the publishers dearly. Publishers regard this as a significant challenge and concern for the entire
A Supply Side Platform or SSP manages a publisher’s sources of indirect demand such as Ad Networks and Ad Exchanges. The SSP’s principal goal is to maximise the eCPM (also called yield or Effective CPM) of publisher’s inventory. The SSP serves (and is paid by the) publishers as
The Ad Exchange is like a broker that runs auctions for ad inventory from various publishers. This is done one impression at a time via RTB. Ad Exchanges also facilitate Programmatic Direct deals that happen at the level of a fixed set of impressions. As per research by eMarketer,
Ad Servers are systems that deliver ads when requested by mobile/desktop web pages, app pages etc. Some examples of Ad Servers are Atlas Solutions, Sizmek, OpenX, DoubleClick etc. A web page, when it starts to load in the user’s browser, has a few blank ad spaces. The publisher’s Ad
As digital media plans increasingly use DSPs for increasing performance and driving reach, it is important for marketers to develop a working knowledge of Real Time Bidding (or RTB). RTB is the buying method, also called protocol, that powers bulk of the transactions in Programmatic Display
Demand Side Platforms (DSPs) are software platforms for automated buying of ad inventories across various Ad Exchanges using RTB and Programmatic Direct methods. DSPs are the advertiser interface of programmatic buying which has driven big improvements in performance and automation
What is Programmatic Buying? In the digital marketing, Programmatic Buying is also referred to as Programmatic Advertising or Programmatic Marketing. Programmatic Buying is used by advertisers to show ads to its prospects via RTB. This encompasses environments such as mobile, display,
Interest in Programmatic Advertising is now mainstream of the performance and productivity benefits driven by it. In US alone, over 80% of display ads are expected to be done via programmatic advertising. Programmatic Display in India is now the single largest targeted reach media in the
Programmatic Display has experienced rapid growth over the last few years. It represents a significant evolution from its forerunner – the Ad Network. This article describes the issues with Ad Networks resulting in Programmatic Display being regarded as a significantly superior