What is programmatic advertising?

Programmatic Advertising refers to automated ad placements that occur in either open exchanges (exchange bidding), privately curated direct deals (programmatic direct), or private auctions (PMPs or private marketplaces). Before programmatic advertising, ads were bought and sold via RFPs, manual ad placements, and bid negotiations.

How does real-time bidding work?

Exchange bidding is based on demand-side platforms that send bidding requests (pricing, targeting criteria, creative formats) to ad servers running on publisher websites. Once a winning request is determined, the ad is served to the user and am impression is recorded. The nature of this process requires CPM billing by design, even though major DSPs use predictive models to convert that to CPC and CPA basis. PMPs and direct deals function similarly, except the participating advertisers have priority over general media buyers.

Programmatic advertising formats

Audio

Audio ads consist of an audio message and often a companion ad in different sizes. Visit our Audio Advertising page for more information on how they fit into your advertising strategy.

Display

Display ads vary from simple static images to complex, rich media data-driven creatives. Learn more about these popular formats on our Display Advertising page.

Video

Programmatic video spans the open web and contains a multitude of formats, including pre-, mid-, and post-roll, as well as in- and out-stream formats. Visit our Video Advertising page to learn more!

CTV

Connected TV refers to video formats on smart devices that stream TV content on demand. Find out more about the incredible advertising advantages CTV brings to your brand on our Connected TV page!

Why programmatic advertising?

Exchange bidding is based on demand side platforms that send bidding requests (pricing, targeting criteria, creative formats) to ad servers running in publisher websites. Once a winning request is determined, the ad is served to the user and an impression is recorded. The nature of this process requires CPM billing by design even though major DSPs use predictive models to convert that to CPC and CPA basis. PMPs and direct deals function similarly except that the participating advertisers have priority over the general media buyers.

Why CTV?

Targeting

Programmatic advertising combines a variety of contextual, device, and behavioral targeting capabilities that deliver accurate targeting across the open web.

Quick to react

Ads in programmatic platforms can be turned off within minutes, minimizing embarrassing moments (like the cruise industry ads during the initial weeks of COVID-19) and wasted expense for major brands.

Customization

Programmatic advertising is synonymous with personalization at scale. Programmatic creatives are highly customizable and could adjust to predefined criteria. Learn more about Brand IQ’s programmatic capabilities here!

Low production costs

Brand IQ offers a suite of design and programming services for highly sophisticated rich media creatives. The production costs are a fraction of those for TV and radio ads.

Reach

The open web is fueled by programmatic advertisements, giving them extensive reach around the globe and spanning all devices used to access the internet.

Scalability

Programmatic advertising empowers scalability through the automation of routine tasks and focusing on strategy and analysis, allowing faster pivots amidst industry shifts.

Auditable

Unlike the walled gardens of social media, programmatic advertising allows for independent measurements of viewability, targeting, content quality, and brand safety.

Data-driven

Brand IQ was created to enable data-driven decisions at scale. Programmatic advertising offers huge amounts of data points that could be used to numerically optimize outcomes.

We add additional value
for every advertising dollar.

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