What Are the Different Types of Programmatic Advertising?

In an era where consumers are constantly bombarded with an overwhelming amount of content, programmatic advertising emerges as a game-changer, offering unparalleled efficiency and precision in targeting the right message to the right people at the right time. It’s a sophisticated approach that combines data-driven insights, automation, and real-time decision-making to optimize ad placements across various digital platforms.

In this article, we will unravel the mysteries behind programmatic advertising, providing you with a comprehensive guide that demystifies this complex concept. If you’re a professional contracting company seeking to enhance your lead flow or a business owner looking to make the most of your ad budget, this article will equip you with the knowledge you need to navigate the programmatic landscape successfully.

Programmatic advertising is a subset of digital advertising. It is a method of getting your ads in front of your target audience. Since it’s automated, programmatic advertising can be effective for both big and small businesses.

Definition of Programmatic Advertising

Programmatic advertising refers to the automated buying and selling of digital ad inventory. It involves the use of software platforms and data-driven decision-making processes. These help to optimize the targeting, placement, and delivery of ads to the intended audience.

In programmatic advertising, advertisers and publishers utilize specialized platforms. These are known as demand-side platforms (DSPs) and supply-side platforms (SSPs), respectively.

These platforms enable them to connect with ad exchanges or ad networks. The buying and selling of ad inventory takes place in real-time auctions.

Benefits of Programmatic Advertising

Programmatic advertising brings numerous benefits to advertisers, publishers, and consumers alike. One of its key advantages is precise audience targeting.

It allows advertisers to reach specific segments based on demographics, interests, and behavior. This targeted approach increases the chances of engagement and conversion.

Efficiency is another benefit of programmatic advertising. Automation streamlines the ad buying process, saving time and effort. Real-time adjustments and optimizations further enhance campaign performance and budget allocation, maximizing efficiency.

Programmatic advertising enables personalized and relevant ad delivery. By analyzing user data, programmatic systems serve ads that align with individual interests. This enhances the user experience and campaign effectiveness.

Transparency is a significant advantage of programmatic advertising. Advertisers gain insights into campaign performance, enabling data-driven decision-making. Publishers also benefit from visibility into their ad inventory’s value.

Types of Programmatic Advertising

There are many different types of programmatic advertising out there. Choosing the best one will depend on your budget, your target audience, and your strategy needs.

Let’s take a closer look at the different types of programmatic ads.

Real-Time Bidding (RTB)

• Involves the automated buying and selling of ad impressions in real-time auctions.
• Real-Time Bidding is a key component of programmatic advertising.
• RTB enables advertisers to reach their desired audience at the right moment.

Programmatic Direct

• Programmatic Direct refers to the direct transaction between advertisers and publishers.
• Programmatic Direct offers more control, transparency, and premium ad placements for advertisers.
• It also provides publishers with guaranteed revenue and greater flexibility.

Private Marketplaces (PMPs)

• Private Marketplaces are exclusive marketplaces thatbring together a curated selection of advertisers and publishers.
• Advertisers receive access to high-quality inventory from reputable publishers.
• PMPs allow for direct negotiations customized deals offering transparency and better ad placements for advertisers.

Preferred Deals

• Preferred Deals are agreements between advertisers and publishers for specific ad inventory.
• When it comes to digital advertising, Preferred Deals provide a more direct and secure way of purchasing premium ad placements.
• They ensure ensuring advertisers can reach their desired audience in high-quality environments.

Automated Guaranteed

• Automated Guaranteed combines the efficiency of programmatic advertising with the guarantees of direct deals.
• Advertisers and publishers negotiate terms and conditions.
• Automated systems facilitate the transaction, eliminating manual processes and increasing efficiency.

Cross-Device Targeting

• Programmatic advertising extends its reach across multiple devices.
• Cross-device targeting enables advertisers to target users across all of their devices.
• Advertisers can reach their audience at different touchpoints.

Video and Connected TV (CTV) Advertising

• Programmatic advertising encompasses video and connected TV platforms.
• Advertisers can leverage programmatic capabilities to target specific audiences.
• CTV advertising has gained prominence as more viewers consume content through streaming services.

Mobile In-App Advertising

• Programmatic advertising has extended to mobile in-app ads with the proliferation of mobile usage.
• Mobile in-app advertising leverages programmatic technology to deliver targeted and engaging ads.

Examples of Programmatic Advertising

Real-Time Bidding (RTB) In Action

Imagine you run a home renovation business, and you want to showcase your latest kitchen remodeling services to potential clients online. With programmatic real-time bidding (RTB), your display ads can instantly appear on popular home improvement websites, relevant mobile apps, or even on social media platforms. These ads are tailored to reach users who are likely interested in home improvement projects, maximizing your chances of attracting quality leads.

Private Marketplaces (PMPs) And Video Ads

Imagine you’re a contractor with a unique service offering, and you want to make a splash in the digital space. Private Marketplaces (PMPs) provide an excellent opportunity to showcase your business to a curated audience. These private auctions allow you to access premium ad inventory on reputable websites and apps, ensuring your brand message appears in front of the right eyes.

One of the most exciting aspects of PMPs is the ability to leverage captivating video ads that can be streamed across popular platforms like Hulu, Disney+, and more. Picture this: your well-crafted video ad capturing the essence of your contracting expertise, displayed to an engaged audience as they stream their favorite shows or movies. That’s the power of PMPs, enabling you to tap into the vast reach of renowned streaming services and deliver your message in an impactful and memorable way.

Programmatic Direct – Collaboration Capabilities

Let’s say you’re a landscaping contractor seeking to collaborate with a popular gardening blog to promote your seasonal garden maintenance packages. With programmatic direct, you can work directly with the blog’s team to create sponsored articles that highlight your expertise and services. This not only strengthens your brand’s reputation but also provides valuable content to readers who are actively seeking gardening tips and services.

Automated Guaranteed Applications

You operate a roofing company and want to expand your customer base in a specific region that experiences frequent storms. Through automated guaranteed deals, you secure prime ad spots on weather forecast websites and mobile apps whenever severe weather warnings are issued. This ensures that your roofing services are prominently displayed to homeowners who might urgently need your assistance.

Geotargeting Possibilities

Your electrical contracting business is expanding to new cities, and you want to make a big impact. By using geotargeting, you can place mobile ads specifically targeting users within those cities. When people nearby search for electricians or electrical services, your business will be front and center, giving you a competitive edge in these new markets.

Ready To Give Programmatic Advertising A Try?

Programmatic advertising is a great way to reach your target audience quickly. That being said, the world of programmatic advertising is full of jargon, and it can seem a bit overwhelming at first glance.

AltaVista Strategic Partners is here to help. We specialize in helping contractors with all of their marketing needs. We develop tailored strategies to help grow your online presence and get you in front of your target customers.

Contact us today to see how we can help you.

Aaron Hockel

Aaron Hockel is a Partner and the VP of Digital Marketing at AltaVista Strategic Partners. A University of Maryland, Baltimore County (UMBC) alumnus, Aaron expertly crafts digital marketing strategies that drive success for clients, leveraging his deep industry knowledge and innovative approach.