#3Ton30: Programmatic 101 Q&A
We received a lot of questions during our September 3T Programmatic 101 webinar. Because we like to keep these bite-sized presentations under 45 minutes, we were unable to answer them all. We’ve enlisted our fearless speaker, Dan Raffe, to answer the rest. Happy reading:
You mention DSP and SSP. Can you give a brief explanation of both?
A Demand Side Platform (or a DSP) is the technology layer that allows the end buyer (advertisers) to purchase media. A Supply Side Platform (or a SSP) is the technology layer that allows publishers/owners of media placements to make their inventory available for purchase.
Do you think using a third-party ad server is important for placement and delivery verification?
This is all based on the goals, objectives and outcomes that a particular advertiser is looking for. When running a cross-channel, cross-medium large scale campaign, I would recommend that a third-party sever is used as a single source of truth. (This is not always the case, but it would be recommended.)
Many very sophisticated marketers don’t utilize a third-party as they are confident in their own numbers.
If I’m buying media through ad networks, is this considered “programmatic”?
A majority of networks are buying the inventory they resell to you on a programmatic basis. A handful may have exclusive inventory, but the vast majority are reselling something that a standard DSP user would have access to.
What are your thoughts on smart phone banner placements, as it relates to screen size and resulting “accidental clicks”?
The mobile space has advanced far beyond bottom-screen banners. Over the past few years, many advancements have occurred when it comes to the size of mobile advertising – things such as the introduction of formats like interstitials and full-screen takeovers. As it relates to accidental clicks, this is something that is talked about a lot in trade publications, but doesn’t stop advertisers from investing because they all understand the increased usage of mobile.
Do you see programmatic enhancing or hurting traditional buying?
Enhancing. The technology aspect of programmatic buying should continue to advance all forms of buying. Making more functions of the buying process automated allows buyers to spend more time on more meaningful tasks like strategic planning and creative thinking.
When you factor in administrative costs, what do you recommend as a minimum budget?
A recommended level for a starting budget would be $3,000 per month. While that may seem high, once that budget is broken down by number of targeting tactics and flight dates, the daily budget becomes more affordable.
Can you give us an example of how you would use real-time data to optimize a campaign?
The real-time nature of data that can be gathered during a campaign can inform decisions around sites that are working, audiences the messaging is resonating with, and creative examples that perform. These are just a few examples of the way to optimize a campaign in real-time.
Are premium placements, custom placements, etc. available on programmatic digital?
Yes, more and more formats are becoming programmatically-enabled. The increase in availability is due to an increase in private marketplace deals (PMP). PMP deals allow for publishers to be more selective with who has access to the inventory, along with the ability to set stricter pricing models.