What is programmatic advertising?
Programmatic advertising is the technology behind automated media buying, as opposed to the traditional (manual) ways of buying online ad space.
The various programmatic algorithms can serve the right ads to the right user, in the right place, at the right time.
Programmatic media buying can be grouped into three types:
- Real-time bidding (RTB): this is the open marketplace for ad placements, where the price of an ad impression is decided by a real-time auction. It's considered a cost-effective way to buy display ad impressions.
- Private marketplace (PMP): the algorithm works similarly here to open auctions, but only selected advertisers have access to these private marketplaces, since it's invitation-based.
- Programmatic Direct: when a website owner wants to make a one-on-one deal with the media buyer, this deal is called a Programmatic Direct deal. These ad placements are the most "premium", but also the most expensive.
What is DV360?
There are plenty of programmatic ad companies out there offering different ad inventory and advertising solutions.
With Google Display & Video 360 you can access almost every different programmatic inventory provider and/or strike private deals. DV360 is a platform that consolidates most of the programmatic advertising options known today.
Custom targeting
In DV360 you can not only create custom audiences, you can also use third-party data providers and connect your data management platforms (such as Adobe, Weborama, Eyeota, etc.).
On top of that, you can mix all these audiences together to build the perfect audience for your campaigns.
Custom ad formats
DV360 lets you run Display, Video, Audio or even TV ads at the same time from a single platform. You can also easily create and use special ad formats that aren't available elsewhere. LINK
You can create these custom creatives with simple banners, some text and your own creativity. 😉
Final thoughts
Google Display & Video 360 offers plenty of opportunities for advertisers who want to run custom ads for a perfectly targeted audience.
Putting together the right campaign plan, selecting and setting up the target audience, and then optimizing the ads to reach their maximum potential, however, is a complex task.
If you have a website where you'd like to test how programmatic ads perform but you think it's too complicated, then we have great news for you!
Get in touch with us, and we'll tell you what opportunities lie in your webshop during a relaxed conversation of about half an hour.