We wrote this article when the term “programmatic advertising” was just emerging, and we’re now updating it to cover where programmatic advertising stands in 2024.
What is programmatic advertising What is it how
The term “programmatic advertising” came to Ru Net from the English language. The English “programmatic ads buying” means automatic or algorithmic purchase of advertising. That is, we are talking about buying impressions or target actions through automatic platforms, and not directly from site owners. Example #1: When you pay for an advertising post to a community administrator on VK ontakte , this is not programmatic. Example #2: When you launch an advertising campaign in Yandex. Direct, it is programmatic or algorithmic advertising buying. A fair question: if algorithmic purchases are the well-known “Direct”, why is there a need for hype around the term “programmatic”?
An email list is a group of email addresses, usually collected for marketing, communication, or promotional reasons. Companies use these email list lists to send newsletters, special offers, updates, and announcements to their subscribers or customers. Creating an email list usually means gathering addresses through sign-up forms, customer purchases, or other ways people agree to join.
How does programmatic advertising work What is it how
Programmatic ads buying is a general term that describes different technologies of algorithmic advertising purchase. Therefore, it is better to consider the mechanism of programmatic advertising using specific examples. The most famous particularity of programmatic is the RTB auction. This technology is used by Yandex. Direct, Google Ads and other well-known advertising systems. RTB is not a synonym for programmatic, but one of the types of programmatic. In other words, RTB is always programmatic, since it is an algorithmic auction.
But programmatic is not always RTB, since algorithmic advertising sales are possible without real-time bidding. The abbreviation RTB stands for Real Time Bidding. The bidding involves a buyer platform, such as Yandex.Direct, and a seller platform, such as Yandex Advertising Network. The auction may also involve a supplier of end-user data. This role is often played by the seller platform. For example, the Yandex Advertising Network indirectly supplies user information when it transmits information about the subject of the sites to Yandex.Direct. And if the advertiser collects user data using Yandex.Audience, the latter platform acts as a data supplier.
How to Launch a Programmatic Advertising Campaign What is it how
To do this, you need to use advertising platforms that allow advertisers to automatically buy advertising. The most popular ones are listed below. In principle, any Yandex. Direct product falls under the definition of algorithmic advertising tiktok user demographics purchases, not just media advertising launched in 2018. Settings for reaching the desired audience are available in all types of advertising in Direct. There is also autotargeting here – a setting that means you don’t have to choose anything at all: the service itself will find the audience and platforms for ads.
What to Remember About Programmatic Advertising
First of all, programmatic is huge audiences, which are estimated at billions and hundreds of millions of users. It is also financial resources, advertisers’ trust, developed advertising networks. Follow the evolution of Yandex and Google advertising services (if you have access to them). These companies have long been betting on the further development of automation and increasing the accuracy of targeting using algorithms. If you wish, use alternative platforms for automatic advertising purchase. They may be more effective for your business than advertising products from market heavyweights.
Google Platforms
Google Ads works almost the same way as Yandex. Direct. The user only needs to specify the goals of the advertising campaign, and obots will do the chicago business rest for him . But you can’t set up this advertising in Russia and pay with a Russian card — Google services have officially stopped working here.
Social media
Advertising in popular social networks also works using the programmatic approach. In social networks, advertisers can target audiences based on various criteria, including interests, behavior, and demographic data. The main service in Russia is. It helps place ads on VKontakte, Odnoklassniki and 23,000 sites and mobile applications that are part of the VK network. There you can target by many criteria, as in Yandex, automatically placing ads on different services belonging to VK. Social networks banned in Russia also have programmatic advertising, but it cannot be launched from Russia – neither can it be shown to users from Russia, nor
Alternative programmatic platforms
There are platforms operating in RuNet that compete with the heavyweights of the automated advertising market. Some of them are briefly presented below. This is a service of the company VEON, which includes Beeline. Here is what they write about themselves: “OOO OTM World Wide” is a company providing a full stack of programmatic products (DSP, SSP, DMP, AdExchange, Antifraud, Smart Switch).
In addition to our Adtech developments, we have a strong team of traders and can independently conduct advertising campaigns of any complexity.” OTM also allows you to work with Beeline user data. Relap.io With Relap, advertisers can buy programmatic advertising on sites that use Relap widgets.