Programmatic Advertising

Programmatic is just a way of using technology to buy and sell media. It's used in a lot of different ways and it gets associated with a lot of different things. Maybe people think it's only real-time bidding RTB as it's called or the open auction or it's associated with remnant inventory. For me it is a booking mechanism to sell inventory to advertisers be at the exchange or programmatic direct or anything in between. It's delivered with a set of tools or software and RTB is a component of it which means real-time bid well media and a barracuda manager.  I use one of the key aspects of programmatic advertising is real-time bidding or RTB and that's the bit of programmatic ad that actually started.  I think it's worth taking a minute to explain what RTB or real-time bidding actually is? Traditionally when you bought and sold media you bought and sold blocks of impressions thousands of impressions so what happened is every visitor to say the Yahoo homepage saw the same ad regardless of whether they were 50 years old and interested in luxury travel or in their 20s and liked CrossFit. They all saw the same ad. Now what RTB does is it creates an oxygen environment when different marketers can bid to show a different ad to a specific user based on data about that user as a result now that fifty-year-old interested in luxury travel might see an ad from the W Hotel and Air France while the user in their 20s interested in CrossFit might see an ad from Nike and Sports. Authority in other world RTB  has the promise of delivering the right ad to the right person at the right time because we can use data to do that programatic advertising.

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