What is Programmatic Advertising?

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

How Programmatic Advertising Work?

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.

Native Advertising Formats

Audio

Audio ads consist of an audio message and often a companion ad in different sizes. See more about in our section about Audio Advertising.

Display

Display ads vary from simple static images to complex rich media data driven creatives. Check out our Display Advertising section.

Video

Programmatic video spans the open web and contains a multitude of video formats, including pre-, mid-, and post-roll, as well as in-and out-stream formats. Learn more about Video Advertising.

CTV

Connected TV, dubbed as the future of TV, refers to video formats on smart devices that stream TV content on demand. More about CTV Advertising.

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 for major brand, like the cruise TV ads during the initial weeks of the COVID pandemic.

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 capabilities here.

Low production costs

Brand IQ offers the 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 advertising, giving it extensive reach across the globe and spanning all devices that can be used to access the internet.

Scalability

Programmatic advertising empowers scalability through the automation of routine tasks and focusing on strategy, analyses, and pivoting faster amid 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.