Programmatic advertising distinguishes itself by automating the bidding and placement of ads. There are several components to this method of advertising, including the publication and advertiser’s side.
An ad exchange is an online marketplace in which advertisers and publishers can bid on advertising space as well as buy and sell digital inventory. It enables advertisers to make the media buying process more efficient and cost effective since they don’t need to negotiate with publishers individually to place their media.
Today’s digital market happens in real-time with bids happening on the back-end while users load the page. This can expedite and simplify what used to be a long and tedious process of negotiating. However, there are some disadvantages to this model including the increased potential for ad fraud and difficulty in tracking which websites ads appear.
An ad network offers ad placements from a specific number of websites. It is a technology platform that connects publications to advertisers who want to purchase digital inventory. The ad exchange often features different ad networks in the auction.
DSP is the advertiser side of the ad exchange. SSP is the publisher side of the exchange.
As the retail sector continues to increasingly focus on providing customers a personalized experience, they are quickly finding the value in using data and AI to create optimized campaigns that may deeply resonate with their target audience.
The Ads are coming from various company’s and advertisement agencies and trick down to Smartify’s network through the ad exchange.
Smartify Media works with their SSP’s who publish the available screens and ad slots onto ad exchange platforms. Once published advertisers work with DSP’s to purchase ad slots and launch campaigns via the ad exchange. In short, advertisers choose which screens they want to place ads on and at what times throughout the day.
Brands, competitors, and ad type (ie tobacco, alcohol, etc.) can be blocked from the screens at the store owners request.