Programmatic Advertising
Programmatic online advertising: Programmatic advertising makes advertising more efficient and effective. Based on the available user data, advertising banners or commercials are delivered that are specifically tailored to the user.
- Automation is realized by technical systems (Supply Side Platform (SSP), Demand Side Platform (DSP)) that trade advertising in real time and on the basis of individual ad impressions.
- On the SSP, publishers offer their inventory. Advertisers or agencies decide on the DSP which impressions they want to buy and at what price.
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Advantages of Programmatic Advertising
- Programmatic advertising enables continuous market development. Campaigns no longer have a start and end date, but the advertising pressure is controlled and optimized as needed. Users can thus be guided individually through the customer journey in the sense of 1:1 marketing and campaigns can be continuously optimized by means of A/B testing.
- Probably one of the most central differences between classic media planning and programmatic advertising is the measurement and evaluation of advertising measures, which can be carried out almost entirely by the customer or the agency. In theory, at least, this makes it possible to measure and evaluate individual ad impressions according to customer-specific KPIs.
- The use of data not only avoids wastage, but also the individualization of communication with the user. Technologies such as Dynamic Creative Optimization (DCO) make it possible to automatically adapt the creation to the respective user and thus make advertising more relevant and useful.
We will be happy to advise you on Programmatic Advertising!
Hubert Hattowski
Unit Director Online Video & CTV
Goldbach Germany GmbH - Unterföhring
Show phone number
Goldbach Germany GmbH
Unterföhring
Bookable as speaker
Languages:
German,
English,
Polish
Nenad Ristic
Senior Sales & Consulting Online Video & CTV
Goldbach Germany GmbH - Unterföhring
Philipp Sonder
Sales & Consulting Online Video & CTV
Goldbach Germany GmbH - Unterföhring
Maria Jonecko
Publisher Manager Online Video
Goldbach Germany GmbH - Unterföhring