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Mar 2021
App Monetization

PROGRAMMATIC MARKETING

Everything an App publisher needs to know

Programmatic Marketing is the automation of marketing efforts, to create highly targeted intelligent marketing content for specific audiences. It is an advanced marketing strategy that uses an automated real-time bidding process which purchases ad inventory for you allowing you to advertise to specific users in specific contexts. It is designed to replace human negotiations with machine learning and AI-optimization. The goal is to develop and increase transparency and efficiency between the publisher and advertiser. Also, back in the day, the number of publishers grew quicker than the number of advertisers, proposing that there were more websites available than people willing to advertise on them. This left publishers with an excessive supply of ad space and large quantities of unsold inventory.

As a solution to this, ad networks were created. Ad Networks are platforms that pool unsold spaces from publishers and make them available to advertisers.

The problem with this approach was targeting. If an advertiser chose to advertise on a large publisher's website, there was no reliable method to find out who viewed the ads. Products or services that were aimed to an audience of people under the age group of 30 could be shown to a 60 year old.

This led to the birth of Real-Time bidding (RTB).

WHAT IS REAL-TIME BIDDING?

RTB is a means to buy and sell ads through real-time auctions, meaning transactions are made in the duration taken to load a webpage, which is an approximate of 100ms.

Let's dive deeper into how it is all done.

When the visitor enters an app that is set up for programmatic marketing, the marketplace for programmatic marketing puts up an auction for interested companies to bid on putting an advertisement on this page, which is also known as an Ad impression auction.

When the user entering the app falls under a company's target market, the company is entered into the auction.Many advertisers compete for this ad position, but only one company wins the spot. The company that bids the most money wins the position and their ad appears on the page.

What's noteworthy of this process is that it is automated. What looks like a process that happens over minutes, happens in a span in milliseconds.The winner of the auction is determined before the page loads for the user.

RTB allows for better and quick targeting, enabling ads to be bought and sold on a per-case basis, meaning only visitors who are in your target audiences will be subjected to the ad.

Now, for a quick overview let's take a look at the workflow of Programmatic Marketing:

  1. A user clicks on a page.
  2. The page's owner puts up an auction to bid for an open advertising spot.
  3. The marketplace holds an auction among the advertisers who are competing for the spot.
  4. The advertiser with the highest bid wins the spot to display their ads.
  5. The winning ad is published on the website.
  6. Customers click on the ad to make a purchase.

TYPES OF PROGRAMMATIC MARKETING

  1. PROGRAMMATIC DIRECT

Under this kind of Programmatic Marketing, in a 1:1 agreement, publishers and advertisers decide on terms for a media campaign. Then they reach out to AdTech platforms to automate the delivery of the campaign as well as the reporting.

  1. REAL-TIME BIDDING

RTB is a type of programmatic buying that is data-driven and allows advertisers to bid on ad space in real-time.

  1. PRIVATE MARKETPLACES (PMP)

Private marketplaces offer advertising inventory to select advertisers in a private setting rather than on the open market. Premium publishers such as the New York Times or Forbes, use this type of exclusive media purchasing when they want more control over the kinds of ads they show on their sites.

BENEFITS OF PROGRAMMATIC MARKETING

  1. Increased transparency and control

By adopting programmatic advertising, advertisers can note which sites their advertisements are reaching, the type of users looking into their ads and the costs associated with the advertisement in real time. Because of this, making optimizations and quick changes on the fly are able to take place in a much more efficient and educated way.

  1. Real-time measurement

Programmatic Marketing provides an opportunity to measure exactly how creative a campaign or the overall targeting is performing as soon as the campaign's launched.

  1. Greater Efficiency

The overall efficiency of digital advertising improves with the ability to measure how a campaign is running throughout that entire campaign. Real-time measurement gives advertisers the ability to track their campaign, and make adjustments & optimizations when required. Optimizations ensure that the campaign is running at total efficiency, reaching only those ideal targeted customers, all while using the budget effectively.

  1. Greater targeting capabilities

With programmatic technology's increased flexibility, advertisers can directly reach their targeted consumers. Initially, only two percent of consumers convert on the first visit to a website. With retargeting, marketers and advertisers are able to continue reaching out to the other 98 percent of their ideal consumer and encourage them to convert.

  1. Increased audience reach

On an average, there are 3.5 billion people on the internet at any given point in time. That is the potential reach, depending on targeting parameters, millions of people.

  1. Time for strategy development

As programmatic eliminates the necessity for manual RFPs and long-drawn negotiations due to automation, the process of buying and selling of ads becomes less time-consuming and streamlined. This, in turn, gives the marketing and sales teams more time to develop and test their strategies as well as sales programs for their biggest assets.

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GreedyGame Media Pvt Ltd,
#2346, 4th floor, 17th Cross Road, 1st Sector,
HSR Layout, Bengaluru, Karnataka - 560102
+91 9685635121info@greedygame.com
GreedyGame Media Pvt Ltd,
#2346, 4th floor, 17th Cross Road, 1st Sector,
HSR Layout, Bengaluru, Karnataka - 560102