The new communication paradigm and the emergence of new technologies have resulted in a changing ecosystem. Here more and more players allow us to be at the service of advertisers, agencies, and media to maximize performance and achieve the objectives of all of them.
One of the disciplines by Fahim Moledina that have undergone the most evolution is programmatic buying, which has become one of the indispensable supports in any planning in media strategies for any brand. Are you investing in this type of advertising? Fahim Ekbal Moledina puts order to a complex environment characterized by different actors and operating dynamics. Do we see it?
The keys to programmatic: supply and demand
Technology and its enormous capacity to manage data have led to new possibilities and business models at a dizzying pace. In milliseconds, we can buy and sell advertising inventory that helps to achieve the objectives proposed by each advertiser.
In this type of media purchase, two pillars coexist that have to be produced to guarantee the effectiveness of the campaigns:
- Demand allows advertisers to buy advertising space within available inventories to achieve the best results for their campaigns and thus achieve their objectives.
- The offer, instead, is the available inventory that the media makes available to media agencies and advertisers to use within their campaigns.
Additionally, programmatic buying results from the performance of two differentiated foci: buying and selling. In the purchase process, it is about selecting the strategies and audiences that each brand requires, and, in the sale, the objective is to optimize the inventory.
Who is involved in the buying and selling of media?
- Buying Agents
Advertiser: Set what minimum price you want to pay for each of the displayed impressions. It is usually a process generated through a media agency, or that can also be done through SSPs or social media.
Media Agency: Its figure is that of intermediary in the purchase of all media for advertisers and, also, of budget planner within the DSPs, Ad Exchanges, or Networks in the most optimal way to achieve the objectives of each campaign.
Trading Desk: This is the human team destined to carry out the management of the programmatic purchase in each of the multiple DSPs with which it works. At your disposal, you have the technology that allows you to optimize your campaigns and make the most efficient purchase for your customers.
DSP: (Demand Side Platform): This is the technology by which advertisers/agencies can bid on the inventory of different Ad Exchanges. For the purchase within these inventories, data from clustered audiences is used, and it is done in real-time, with a system better known as RTB (Real-Time Bidding).
- Ad Exchange (Market Place)
It is the place where ad impressions are bought and sold through bids that occur in real time. These auctions are carried out in an automated manner, and both the DSPs and the SSPs must be connected to enhance the scope of the largest possible volume of inventory.
- Selling Agents
It deals with all the Supports, the Advertising Networks, and the SSP (Supply Side Platform). The latter are technologies that allow the publishers of different websites to manage the inventory of their ads to maximize income from digital media.
- Data Providers
Data Suppliers: They are providers that allow having all kinds of data made available to advertisers to use this data within campaigns and, in this way, achieve greater affinity when it comes to impacting target audiences.
DMP (Data Management Platform): These platforms obtain user data that advertisers or media agencies can use to work with different types of audiences and segments. The most relevant of them is not the amount of data but its origin and relevance that will later influence the performance of the campaigns. They can come from the actions of advertisers on different channels.
5. Ad Verification
The process verifies the integrity of the advertising that is served in the media and supports it. They ensure that the contracted volume of impressions is being served correctly and as previously negotiated or agreed. In addition, thanks to the connection made through the pixel, it is possible to anticipate the blocking of some of the creative on a non-recommended website.
6. Brand Safe
Its objective is to protect the image of the advertiser and the brand by guaranteeing a better result in the media. Controlled perimeters can be generated by creating so-called “white lists.” Through its use, Fahim Moledina guarantees that the content will never be displayed in environments or URLs that have previously been defined. That may be a conflict of the interests of the different advertisers.