YOU MAY HAVE HEARD ABOUT PROGRAMMATIC BUYING, THOSE COMPUTER-BASED APPLICATIONS THAT AUTOMATE THE BUYING AND SELLING OF ONLINE ADVERTISING, DELIVERING STRONGER BUSINESS PERFORMANCE FOR BRANDS, ACROSS THE WHOLE FUNNEL MARKETING SYSTEM, AND GIVING ADVERTISERS A MORE INTELLIGENT WAY TO CONNECT WITH CONSUMERS ON A ONE-TO-ONE BASIS.
In our first White Paper about automated trading, we mentioned that advertisers and media buyers could no longer afford to be afraid of or perplexed by automated processes.
That’s why we wanted to give you the best possible context for programmatic buying and the keys to a better understanding of who the players were and how it worked in Belgium, enabling you to deploy the best programmatic strategy to suit you. Thus, we explained the basics of this new approach to online advertising.
One year later, programmatic buying gained popularity with an influx of new vendors, technologies and resellers flooding the growing space.
Indeed, buyers are increasingly organized to face the rise of programmatic buying: (agency) trading desk, programmatic product, programmatic buying unit.
Many Belgian publishers are moving from manual orders into programmatic buying as well, offering their inventory in open auction or in various trading deals.
An integrated ad-technology platform also enables agencies and advertisers to create and manage their digital campaigns more effectively by helping them to run holistic campaigns across multiple channels.
TV/Web synchronization is in the air too, thanks to breakthrough solutions allowing a real- time synchronization of marketing actions with TV commercials.
Finally, all this automation allows marketers to leverage their analytics and reach the right audiences anytime and anywhere, adjusting in real time if needed.
As you can see, things are changing fast. So, the IAB felt that it was time to present a White Paper that explores the subject in greater depth and updates the information available to advertisers. Starting with the actual title of the White Paper. Henceforth, “automated trading” and “real-time bidding” have made way for “programmatic buying”. This provides advertisers with a much wider inventory, delivers all types of campaigns, offers other methods of buying and no longer stops at simply assigning a value to unsold items. This is a significant development and it called for a White Paper “2.0” that goes further than the first one.
The IAB Automated Trading Working Group hopes you’ll enjoy this guide and find this interesting reading and that these few pages will help give you a better grasp of this whole new field that has only just begun to transform the world of advertising.