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Benefits of Programmatic Advertising

Benefits of Programmatic Advertising

Programmatic advertising has been for many years been a medium to buy advertising online, however, in the past couple of years we’ve seen the growth of programmatic for offline advertising like Digital Out of Home and this is only set to increase.

For the purposes of this article, we’ll be focusing on online programmatic advertising which is defined by DIGIDAY as

“the use of software to purchase digital advertising, as opposed to the traditional process that involves RFPs, human negotiations, and manual insertion orders. It’s using machines to buy ads, basically.

Now we know what it is, let’s explore the benefits:

Transparency

Programmatic advertising does have it’s bad players and there are people out there who want to game the system, but on the whole programmatic advertising does allow advertisers to see exactly where their ads are being placed, on which sites/apps and the performance of each placement and whether those ads are viewable.

Real-Time Measurement

Understanding how your campaign is performing in real-time is a real joy, no more waiting around for weeks on end to see the effects of your advertising or waiting for your agency to provide laggard reports. Real-time measurement allows you to see key data 24 hours a day (if you’re that keen). Here is a full list of the metrics you can export from DV360 right now! As you can imagine a huge amount of data is generated so it’s key you focus on the metrics that matter to your campaign, shameless plug, we can help you with that!

  • Begin to Render Eligible Impressions
  • Begin to Render Impressions
  • Billable Impressions
  • Click Rate (CTR)
  • Clicks
  • CM Post-Click Revenue
  • CM Post-View Revenue
  • Engagement Rate
  • Engagements
  • First-Quartile Views (Video)
  • Midpoint Views (Video)
  • Third-Quartile Views (Video)
  • Complete Views (Video)
  • Impressions
  • Media Cost
  • Post-Click Conversions
  • Post-View Conversions
  • Revenue
  • Total Conversions
  • Total Media Cost
  • Tracked Ads
  • TrueView: Views
  • Active View: % Audible and Visible at Completion
  • Active View: % Audible and Visible at First Quartile
  • Active View: % Audible and Visible at Midpoint
  • Active View: % Audible and Visible at Start
  • Active View: % Audible and Visible at Third Quartile
  • Active View: % Audible Impressions
  • Active View: % Full-Screen
  • Active View: % Fully On-Screen 2 sec
  • Active View: % In Background
  • Active View: % Measurable Impressions
  • Active View: % of Ad Played
  • Active View: % of Completed Impressions Audible and Visible
  • Active View: % of Completed Impressions Visible
  • Active View: % of First Quartile Impressions Audible and Visible
  • Active View: % of First Quartile Impressions Visible
  • Active View: % of Midpoint Impressions Audible and Visible
  • Active View: % of Midpoint Impressions Visible
  • Active View: % of Third Quartile Impressions Audible and Visible
  • Active View: % of Third Quartile Impressions Visible
  • Active View: % Play Time Audible
  • Active View: % Play Time Audible and Visible
  • Active View: % Play Time Visible
  • Active View: % Viewable Impressions
  • Active View: % Visible 10 Seconds
  • Active View: % Visible at Completion
  • Active View: % Visible at First Quartile
  • Active View: % Visible at Midpoint
  • Active View: % Visible at Start
  • Active View: % Visible at Third Quartile
  • Active View: Audible & Fully On-Screen for Half of Duration (15 sec. cap) Impressions
  • Active View: Audible & Fully On-Screen for Half of Duration (15 sec. cap) Measurable Impressions
  • Active View: Audible & Fully On-Screen for Half of Duration (15 sec. cap) Rate
  • Active View: Audible & Fully On-Screen for Half of Duration (TrueView) Impressions
  • Active View: Audible & Fully On-Screen for Half of Duration (TrueView) Measurable Impressions
  • Active View: Audible & Fully On-Screen for Half of Duration (TrueView) Rate
  • Active View: Average Viewable Time (Seconds)
  • Active View: Custom Metric Measurable Impressions
  • Active View: Custom Metric Viewable Impressions
  • Active View: Custom Metric Viewable Rate
  • Active View: Eligible Impressions
  • Active View: Impression Distribution (Not Measurable)
  • Active View: Impression Distribution (Not Viewable)
  • Active View: Impression Distribution (Viewable)
  • Active View: Impressions Audible and Visible at Completion
  • Active View: Impressions Visible 10 Seconds
  • Active View: Measurable Impressions
  • Active View: Not Measurable Impressions
  • Active View: Not Viewable Impressions
  • Active View: Viewable Impressions
  • % Clicks Leading to Conversions
  • % Impressions Leading to Conversions
  • Audio Client Cost eCPCL
  • Audio Revenue eCPCL
  • Client Cost
  • Client Cost eCPA
  • Client Cost eCPA (PC)
  • Client Cost eCPA (PV)
  • Client Cost eCPC
  • Client Cost eCPM
  • Client Cost Viewable eCPM
  • CM Post-Click Revenue
  • CM Post-Click Revenue + Cross-Environment
  • CM Post-View Revenue
  • CM Post-View Revenue + Cross-Environment
  • Conversions per 1000 Impressions
  • Gmail Conversions
  • Gmail Post-Click Conversions
  • Gmail Post-View Conversions
  • Post-Click Conversions
  • Post-Click Conversions + Cross-Environment
  • Post-View Conversions
  • Post-View Conversions + Cross-Environment
  • Revenue
  • Revenue eCPA
  • Revenue eCPA (PC)
  • Revenue eCPA (PV)
  • Revenue eCPC
  • Revenue eCPM
  • Revenue Viewable eCPM
  • Total Conversions
  • Total Conversions + Cross-Environment
  • Video Client Cost eCPCV
  • Video Revenue eCPCV
  • AdLingo Fee
  • Adloox Fee
  • Adloox Pre-Bid Fee
  • Adsafe Fee
  • AdXpose Fee
  • Agency Trading Desk Fee
  • Aggregate Knowledge Fee
  • Billable Cost
  • comScore vCE in DoubleClick Fee
  • Data Fees
  • Data Management Platform Fee
  • DoubleVerify Fee
  • DoubleVerify Pre-Bid Fee
  • Evidon Fee
  • Integral Ad Science Pre-Bid Fee
  • Integral Ad Science Video Fee
  • MediaCost Data Fee
  • MOAT Video Fee
  • Nielsen Digital Ad Ratings Fee
  • Platform Fee
  • Platform Fee Rate
  • Premium Fee
  • ShopLocal Fee
  • Teracent Fee
  • Third-Party Ad Server Fee
  • TrustMetrics Fee
  • Vizu Fee
  • Audio Mutes (Audio)
  • Audio Unmutes (Audio)
  • Companion Clicks (Audio)
  • Companion Impressions (Audio)
  • Complete Listens (Audio)
  • First-Quartile (Audio)
  • Midpoint (Audio)
  • Pauses (Audio)
  • Starts (Audio)
  • Stops (Audio)
  • Third-Quartile (Audio)
  • Companion Clicks (Video)
  • Companion Impressions (Video)
  • Skips (Video)
  • General Invalid Traffic (GIVT) Begin to Render Impressions
  • General Invalid Traffic (GIVT) Clicks
  • General Invalid Traffic (GIVT) Impressions
  • Invalid Clicks
  • Invalid Impressions
  • Invalid Active View Eligible Impressions
  • Invalid Active View Measurable Impressions
  • Invalid Active View Viewable Impressions
  • General Invalid Traffic (GIVT) Active View Eligible Impressions
  • General Invalid Traffic (GIVT) Active View Measurable Impressions
  • General Invalid Traffic (GIVT) Active View Viewable Impressions
  • General Invalid Traffic (GIVT) Tracked Ads
  • Invalid Begin to Render Impressions
  • Invalid Tracked Ads
  • TrueView: General Invalid Traffic (GIVT) Views
  • TrueView: Invalid Views
  • Audio Media Cost eCPCL
  • Media Cost
  • Media Cost eCPA
  • Media Cost eCPA (PC)
  • Media Cost eCPA (PV)
  • Media Cost eCPC
  • Media Cost eCPM
  • Media Cost Viewable eCPM
  • Total Audio Media Cost eCPCL
  • Total Media Cost
  • Total Media Cost eCPA
  • Total Media Cost eCPA (PC)
  • Total Media Cost eCPA (PV)
  • Total Media Cost eCPC
  • Total Media Cost eCPM
  • Total Media Cost Viewable eCPM
  • Total Video Media Cost eCPCV
  • Video Media Cost eCPCV
  • Profit
  • Profit eCPM
  • Profit Margin
  • Profit Viewable eCPM
  • Programmatic Guaranteed impressions passed due to frequency
  • Programmatic Guaranteed savings re-invested due to frequency
  • Refund Billable Cost
  • Refund Media Cost
  • Refund Platform Fee
  • Audio Mutes (Video)
  • Audio Unmutes (Video)
  • Average Display Time
  • Average Interaction Time
  • Completion Rate (Audio)
  • Completion Rate (Video)
  • Counters
  • Exits
  • Expansions
  • First-Quartile Views (Video)
  • Midpoint Views (Video)
  • Third-Quartile Views (Video)
  • Complete Views (Video)
  • Fullscreens (Video)
  • Interactive Impressions
  • Pauses (Video)
  • Rich Media Engagements
  • Scrolls
  • Starts (Video)
  • Timers
  • Total Display Time
  • Total Interaction Time
  • TrueView: Views
  • Verifiable Impressions

Efficiency

By reducing the human friction points of buying and selling advertising efficiencies can be gained. Less paper shuffling and more action! We can gain efficiency beyond just automation though, with so much data to hand, being available in real time, campaigns can be optimised and machine learning applied in order to increase the ROI on your campaigns. Here at Advant Technology optimisation is our mantra, so we’re constantly assessing and analysing data to improve ROI for our clients.

Targeting

We’ve explored targeting in a bit more detail in this post, in short though, rather than the old spray and pray method of advertising, programmatic allows you to be ultra-targeted pinpointing only those most likely to buy your products or services. The many targeting parameters available within a DSP help you pick and choose from the billions of impressions available across the real-time bidding ecosystem.