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A programmatic advertising framework is a technology stack that connects supply-side platforms (SSPs on the side of publishers) with demand-side platforms (DSPs on the side of advertisers) with each other through adexchange. All actions of the adexchange can be simplified to four points.
Programmatic advertising operates on a sophisticated interplay of technology and real-time decisions. An auction process begins when a user visits a website with display advertising. The website sends the user’s information and the available ad space details to an adexchange.
Either you want to know what programmatic nativeads are, or you want to know how nativead inventories can be sold programmatically. Programmatic nativeadvertising combines the efficiency and automation of programmatic advertising with the user-focused approach of nativeads.
As users browse various websites or apps, it will collect and analyze data in real time. When a user who matches the defined criteria visits a web page, an automated auction takes place on an adexchange. The winning ad is instantly delivered to the user as a tailored display or video ad.
According to Reuters Institute’s Journalism, Media, and Technology Trends and Predictions 2022 , display advertising was considered an important source of income by 81% of publishers in 2020 but this dropped to 73% in 2022. Nativeadvertising also saw its popularity among publishers as a revenue source drop from 76% in 2020 to 59% in 2022.
Here’s how it happens: when a user opens an internet page that hosts an advertising space, the information about the user that is in front of the screen and on the page that is loading arrive at an adexchange that will automatically assign the space to the advertiser willing to pay the highest price. With better results.
These are the basic features of programmatic advertising: Real-Time Bidding (RTB): This is one of the most common types of programmatic advertising, where advertising inventory is bought and sold on a per-impression basis in real-time on the adexchange. Lack of Transparency.
The most famous are Google AdManager, Appnexus, Between, Mopub, and Rubicon. AdExchange is an open advertising marketplace that hosts regular auctions of ad inventory. DMP (datamanagementplatform) is responsible for targeting.
There were a couple of other big acquisitions in 2007 by Microsoft, that acquired the adexchange ADECN, and Yahoo! that acquired the adexchange RightMedia. The 2010 Onwards in Digital Advertising: Privacy. The main theme in programmatic advertising over the past few years has been privacy.
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