The marketers’ guide to programmatic marketing media buying


André nalin

5 min read

How programmatic marketing will help you target specific demographics

Over the final five years, just how advertisers have obtained media and just how publishers have sold it has changed significantly. Influenced by technology, sophisticated platforms, and automated processes, advertisers be capable of target groups in real-time, by way of a selection of segmentation methods and demographics.

In theory, this new method of buying should bring marketers and media planners closer together. With the brand new degree of transparency, it’s surprising just how many marketers still don’t realize the programmatic media buying process.

According to eMarketer, the full total UK devote to programmatic advertising is likely to a lot more than double from £1.99 billion in 2015 to £4.52 billion by 2019. This can account, normally, for 80% of digital media brought programmatically.

UK ad spend

A data-led approach

The key ingredient to successful targeting is data. The higher the opt-in insight an advertiser is wearing its audience, the higher the amount of targeting and the much more likely the campaign will meet business goals and objectives. You can find three forms of data advertiser and marketers have to know:

First-party data

This may be the most effective data of most – data collected directly from your own customers (this may be from websites and registration forms). It’s, therefore, probably the most relevant and accurate, providing a far more accurate picture of the prospective audience.

Second-party data

This is really a relatively new type of data collection. Essentially, it really is another company’s first-party data that’s collected and sold to an advertiser. For instance, a higher street retailer may sell its loyalty card data to an FMCG organization who doesn’t have a primary to consumer proposition and depends on distribution networks both on and offline to market its products.

Third-party data

This is standard data that you could buy pre-collected from an external source. In the event that you receive a contact from the company you’ve never heard about, it’s more than likely your computer data has been sold. This way to obtain data will undoubtedly be heavily influenced by the overall Data Protection Regulation (GDPR), where heavy fines are issued for non-opt-in communication.

Programmatic platforms

As mentioned previously, the platforms that define the programmatic process enable advertisers and publishers to trade through technology, removing the necessity for human intervention and enabling marketers to provide highly-targeted campaigns in real-time, with the opportunity to optimize through the campaign.

The buy/sell ad model

Programmatic Marketing Buy/sell ad model

Demand-side platforms (DSPs)

A demand-side platform is really a software application used to get advertising within an automated fashion. DSPs ‘re normally utilized by advertisers and agencies to greatly help them buy display, video, mobile, and search ads. They help to make that process cheaper and much more efficient by detatching humans from elements of the process, and also the have to negotiate ad rates also to manually send ad insertion orders.

Real-time bidding

Real-time bidding is frequently confused to be programmatic. Needless to say, it is section of a wider process, essentially it’s the investing of online ad impressions using real-time auctions that come in the time it requires a webpage to load. Those auctions tend to be facilitated by ad exchanges or supply-side platforms.

Supply-side platforms (SSPs)

A supply-side platform is software used to market advertising within an automated fashion. SSPs ‘re normally utilized by online publishers to greatly help them sell display, video, and mobile ads.

An SSP may be the publisher exact carbon copy of a DSP. SSPs were created by publishers to accomplish the contrary, i.e maximize the costs their impressions sell at.

Data management platforms (DMPs)

A DMP is really a data warehouse. It’s a bit of software that sucks up, sorts, and houses information in ways that’s ideal for marketers, publishers, along with other businesses.

They might help tie all that activity and resulting campaign and audience data together in a single, centralized location and utilize it to greatly help optimize future media buys/ad creative. It’s about better understanding customer information.


Ad fraud

There are multiple reasons to purchase programmatic, so marketers have to understand the potential impact of ad-fraud on the budgets. Put very simply, real people might not view the advertisers’ creative, which means campaign performance will undoubtedly be misrepresented and marketers will undoubtedly be forced to create wrong decisions – pulling creative or, a whole lot worse, media to hit lots.

The common forms of fraud is seen below:

Site bundling

In the RTB ecosystem, inventory is classified by site ID and each site ID is meant to correlate to an individual domain. Many publishers and ad exchanges bundle entire networks/websites of domains under an individual site ID. This implies an advertiser might think they’re buying traffic on reduced site, however they actually end up getting ads served on a totally different site, that could conflict with the brand.


This may take many forms and impact various formats, including display and video. Basically, fraudulent publishers purchase traffic for a super-low cost and resell it for a multiple of the purchase price. For instance, a publisher may sell its inventory for £3 CPM typically, but is possibly purchasing suspect traffic to its site for a little fraction of the price.


Botnets certainly are a large selection of personal computers which have been compromised by fraudulent users. The fraudster completely control of the devices, programming them to load and select ads, which generates legitimate-looking, but completely fake, impressions and clicks for advertisers.


The greatest change within the last four years to impact digital marketing and programmatic may be the General Data Protection Regulation, which arrived to force on 25th May 2018.

The GDPR impacts all companies that control or process personal data of EU citizens, even though the company isn’t situated in the EU. The legislation influences how marketers can buy, manage, and process such personal data.

Marketers will need to shift their efforts to spotlight segments. For instance, marketers could advertise to women who reside in London, shop at Selfridges and purchase coffee at Starbucks, since there a large number of women who fit that description. Under GDPR, they couldn’t legally add filters so specific that the mark audience is narrowed right down to a person woman without explicit end-user permissions.

In summary

Programmatic is really a media buying approach for better-removing ambiguity, bringing all of the key stakeholders of the procedure closer together and, moreover, closer to the client. That said, it is very important for marketers to comprehend the procedure and the potential challenges in ad fraud and changes in regulations with GDPR.


André nalin

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