Programmatic Media Buying Strategies

What is Programmatic Media Buying?

Programmatic media buying is the process of purchasing advertising space in an automated way. Before there were automated ways to buy media spaces, companies had to cherish relationships with the provider of the space. Meaning it would take very long to get advertising space and cost significantly more. The new programmatic side of media buying strategies allows for companies to not spend as much time and resources on relationship building. With programmatic media buying, everything is done efficiently and inexpensive.

Important Media Buying Terminology

DSP or Demand-Side Platforms – advertisers set up campaigns in order to bid for ad space.
SSP or Supply-Side Platforms – Publishers (like big newspaper websites) sell their ad space to advertisers.
Ad Exchange – Publishers and advertisers buy and sell ad space with real-time bidding.
RTB or Real-Time Bidding – is the process of bidding for one impression every instance a search is made

Media Buying Strategies

Media buying is about getting your advertisement in front of the right audiences. Therefore, media buying strategies involve assuring the correct audience sees the ad. When purchasing ad space, it is important to understand what type of people view the space regularly. For example, if you own a video game store and want to purchase advertising space, you should purchase space that your target audience regularly views. Which would be on a gaming website, or a gaming youtube channel. This assures that the right audience is seeing your ad. If you purchase ad space on a clothing website or youtube channel, then you would not be targeting your audience correctly. This strategy assures you get the most out of your money spent.

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