Post by nurnobisorker70 on Oct 30, 2024 21:03:43 GMT -8
Programmatic advertising in our country reached a value of around 788 million euros, with a growth of 10% compared to the previous year.
This is what the data from the Internet Media Observatory of the Politecnico di Milano announce, also confirmed at the beginning of 2023 by a more than rosy trend in the sector, which will probably close with a variation of %-10% more than in the same year 2022.
Percentages, values and volumes of investments: let's start from here to understand the magnitude of this trend in digital advertising, considered, until a few years ago, as a gamble.
But what is programmatic advertising ?
Can it be considered a resource to invest in, even for medium-sized companies?
Let's be clear.
Programmatic Advertising: What It Is and How It Works
From Audience Segmentation to Media Buying: How Programmatic Advertising Works
Programmatic: evolution and growth, also in Italy
Programmatic Advertising in the Post-Cookie Era: From Objective Limits to Surprising Opportunities
Connected TV: the future of programmatic advertising also lies here
Programmatic advertising: what is it?
The right message to the right person at the right time: if we wanted to sum up the essence of programmatic advertising in one sentence, this would probably be the most appropriate.
In fact, the term “programmatic advertising” defines a type of digital advertising that relies on the automated purchase and sale of advertising space through the use of virtual phone number service platforms dedicated to the purchase of impressions and spaces.
Advanced audience profiling and segmentation , auction-based ad space purchasing , real-time bidding , but not only that: programmatic advertising represents, by its very nature, one of the most advanced, innovative and effective ways of advertising today.
The reason is easy to understand and can be attributed to one of its peculiarities, namely automation .
From defining target audiences to paying for impressions: everything is done through platforms where artificial intelligence and machine learning algorithms are the central engine.
Audience profiling
Campaign effectiveness and efficiency, ROI optimization, detailed analysis and reporting are just some of the aspects that distinguish a marketing campaign. Programmatic advertising : What makes it most interesting for brands and advertisers is its degree of visibility and diffusion, especially with the advent of new digital technologies.
Programmatic Advertising: How It Works
The stakes are many, but at the heart of it is essentially the meeting between supply and demand. In programmatic advertising, as in any advertising model, we have two key players:
publisher or editor who makes his network and spaces available;
advertiser or advertiser who decides to invest in purchasing such space for their campaigns.
However, the picture is not so simple: for a programmatic advertising campaign to be implemented, other platforms are also needed.
Let's look at them in detail.
Programmatic Advertising Platforms
DMP (Data Management Platform)
Profiled and performing audiences are the first step to winning ADS campaigns. This is precisely where DMPs come into play , i.e. platforms that collect , normalize , analyze and manage a substantial amount of first-party and third-party data . The goal is to enable the creation of qualified audiences and detailed profiles of potential customers through the use of artificial intelligence algorithms. A DMP makes these anonymous customer profiles available to other tools, particularly in media buying activities.
DSP
Among the tools with which a DMP communicates we find the DSP, or Demand Side Platform. As its name suggests, a DSP automates the purchase of advertising space while allowing the advertiser to optimize resources.
Indeed, it collects the rates of the different networks in a single environment and allows brands to refine their target selection.
SSP
This is what we can call the counterpart of a DSP on the publisher side. The Suppy Side platform allows publishers to make their advertising space available for purchase, thus maximizing the cost per impression .
AD Exchange
In short, we could define Ad Exchange as the technology that enables the dialogue between SSPs and DSPs. Ad Exchange, in fact, allows the automated and real-time purchase and sale of advertising spaces, the meeting between supply and demand.
Programmatic advertising: evolution and growth, also in Italy
New models, even more efficient technological solutions for ever greater optimization of investments and performance: the programmatic market is confirmed as one of the most solid and promising markets in the entire digital advertising sector , despite the uncertain macroeconomic context.
Better control over positioning, targets and automated management of supply and demand make this advertising model certainly more efficient and scalable, but not without pitfalls.
Among these, the main one is certainly the fraud that hides behind false clicks and impressions generated by bots.
But while risk may always be around the corner, the goal is to make this model increasingly safe for advertisers and publishers .
Besides greater control over formats, targets and investments, what seems to be the main driver of programmatic is the multiple accessible devices that embrace the world of smart TVs and mobile devices.
Video and native advertising are the formats that are experiencing the most consistent growth , and while the market value continues to grow, we must not forget the growing challenges that await us in terms of addressability in the era of the third-party cookie apocalypse.
Concept,Of,Digital,Diagram,Graphic,Interfaces,Virtual,Screen,Connections,Icon,On,Blurred,Background.coworking
Programmatic advertising in the post-cookie era: what to do?
The much-heralded deprecation of third-party cookies, already implemented by Safari and Firefox, and so far only announced but already extended by Big G, has and will have a significant impact on the performance of programmatic advertising campaigns.
But as is often the case, behind the threats lie exciting opportunities: as we have often observed in a broader context such as marketing, user and customer data is becoming increasingly central and represents a real wealth for data-driven strategies that emphasize personalization, including in advertising.
This is what the data from the Internet Media Observatory of the Politecnico di Milano announce, also confirmed at the beginning of 2023 by a more than rosy trend in the sector, which will probably close with a variation of %-10% more than in the same year 2022.
Percentages, values and volumes of investments: let's start from here to understand the magnitude of this trend in digital advertising, considered, until a few years ago, as a gamble.
But what is programmatic advertising ?
Can it be considered a resource to invest in, even for medium-sized companies?
Let's be clear.
Programmatic Advertising: What It Is and How It Works
From Audience Segmentation to Media Buying: How Programmatic Advertising Works
Programmatic: evolution and growth, also in Italy
Programmatic Advertising in the Post-Cookie Era: From Objective Limits to Surprising Opportunities
Connected TV: the future of programmatic advertising also lies here
Programmatic advertising: what is it?
The right message to the right person at the right time: if we wanted to sum up the essence of programmatic advertising in one sentence, this would probably be the most appropriate.
In fact, the term “programmatic advertising” defines a type of digital advertising that relies on the automated purchase and sale of advertising space through the use of virtual phone number service platforms dedicated to the purchase of impressions and spaces.
Advanced audience profiling and segmentation , auction-based ad space purchasing , real-time bidding , but not only that: programmatic advertising represents, by its very nature, one of the most advanced, innovative and effective ways of advertising today.
The reason is easy to understand and can be attributed to one of its peculiarities, namely automation .
From defining target audiences to paying for impressions: everything is done through platforms where artificial intelligence and machine learning algorithms are the central engine.
Audience profiling
Campaign effectiveness and efficiency, ROI optimization, detailed analysis and reporting are just some of the aspects that distinguish a marketing campaign. Programmatic advertising : What makes it most interesting for brands and advertisers is its degree of visibility and diffusion, especially with the advent of new digital technologies.
Programmatic Advertising: How It Works
The stakes are many, but at the heart of it is essentially the meeting between supply and demand. In programmatic advertising, as in any advertising model, we have two key players:
publisher or editor who makes his network and spaces available;
advertiser or advertiser who decides to invest in purchasing such space for their campaigns.
However, the picture is not so simple: for a programmatic advertising campaign to be implemented, other platforms are also needed.
Let's look at them in detail.
Programmatic Advertising Platforms
DMP (Data Management Platform)
Profiled and performing audiences are the first step to winning ADS campaigns. This is precisely where DMPs come into play , i.e. platforms that collect , normalize , analyze and manage a substantial amount of first-party and third-party data . The goal is to enable the creation of qualified audiences and detailed profiles of potential customers through the use of artificial intelligence algorithms. A DMP makes these anonymous customer profiles available to other tools, particularly in media buying activities.
DSP
Among the tools with which a DMP communicates we find the DSP, or Demand Side Platform. As its name suggests, a DSP automates the purchase of advertising space while allowing the advertiser to optimize resources.
Indeed, it collects the rates of the different networks in a single environment and allows brands to refine their target selection.
SSP
This is what we can call the counterpart of a DSP on the publisher side. The Suppy Side platform allows publishers to make their advertising space available for purchase, thus maximizing the cost per impression .
AD Exchange
In short, we could define Ad Exchange as the technology that enables the dialogue between SSPs and DSPs. Ad Exchange, in fact, allows the automated and real-time purchase and sale of advertising spaces, the meeting between supply and demand.
Programmatic advertising: evolution and growth, also in Italy
New models, even more efficient technological solutions for ever greater optimization of investments and performance: the programmatic market is confirmed as one of the most solid and promising markets in the entire digital advertising sector , despite the uncertain macroeconomic context.
Better control over positioning, targets and automated management of supply and demand make this advertising model certainly more efficient and scalable, but not without pitfalls.
Among these, the main one is certainly the fraud that hides behind false clicks and impressions generated by bots.
But while risk may always be around the corner, the goal is to make this model increasingly safe for advertisers and publishers .
Besides greater control over formats, targets and investments, what seems to be the main driver of programmatic is the multiple accessible devices that embrace the world of smart TVs and mobile devices.
Video and native advertising are the formats that are experiencing the most consistent growth , and while the market value continues to grow, we must not forget the growing challenges that await us in terms of addressability in the era of the third-party cookie apocalypse.
Concept,Of,Digital,Diagram,Graphic,Interfaces,Virtual,Screen,Connections,Icon,On,Blurred,Background.coworking
Programmatic advertising in the post-cookie era: what to do?
The much-heralded deprecation of third-party cookies, already implemented by Safari and Firefox, and so far only announced but already extended by Big G, has and will have a significant impact on the performance of programmatic advertising campaigns.
But as is often the case, behind the threats lie exciting opportunities: as we have often observed in a broader context such as marketing, user and customer data is becoming increasingly central and represents a real wealth for data-driven strategies that emphasize personalization, including in advertising.