Drugi jezik na kojem je dostupan ovaj članak: Bosnian
What is needed for automated shopping / planning and who is involved in this process? First, there are technically customized websites that have opened their space to automated sale of ad inventory, and the agencies that place ads on websites. Then, there’s the SSP (Supply Side Platform) – a platform that allows sites to manage their inventory and optimize sales automatically, and connects web pages with countless DSPs and ad networks, thus opening up a larger market. Next there’s the DSP (Demand Supply Platform) used by the agencies to manage and purchase campaigns, ie ads, on countless ad networks which help sites to sell their unsold inventory, ie impressions. It segments them by location, demographics, context, rather than negotiating with individual sites. Ad exchange collects inventory from countless ad networks and sites and at the level of audience behavior, with better data and targeting, offers inventory through auctions. Finally, the Trading Desk – Programmatic unit within the agency centralizes and optimizes the inventory and prices with the help of a DSP platform. Sounds complicated, but in the digital world it’s staggeringly simple.
It has never been easier to shop or travel than today, when technology has teamed-up with marketing. A cheap hotel? No problem. A camera at the best price? We’ll tell your smartphone everything you need to know right now. Maybe it kind of takes away the pleasure of research (and the trouble of wandering), but it certainly saves time.
How it works is the topic of this article – what is Programmatic or automated purchase and placement of ads and how the ads are placed online in relation to the needs and interests of consumers.
“Programmatic is automated buying and selling of ads on the Internet in an instant, where an individual is targeted with high accuracy at the level of individual personal profile, and in the most effective web sites and portals for a particular person. New technologies, in combination with a variety of data about the trace that our IP address leaves on the internet, made it possible to automate purchase and targeting of online ads through use of algorithms. This has become a leading trend in the world and the principle of automation will be very quickly transferred to other media, TV and OOH (which is already case in some places like in the US and UK),” Marija Joksimović, digital account director at the agency Universal Media Belgrade said in an interview for Vreme.
That’s how it happens that “a tailored” ad for a product or service reaches the right consumer.
WHEREVER YOU ARE: Automated buying and planning excludes the direct contact and negotiations between agencies / advertisers and media, which means faster transaction. Internet has no borders, consumers move through local and global sites alike, and wherever they go they leave a trace, so you can reach them wherever they are.
The company L’Oreal has experience in addressing customers on the Internet. How things stand when it comes to buying online space was explained by Nikola Ivanov, head of marketing and digital at the company L’Oreal. “At L’Oreal, we are ready to fully take advantage of Big Data technologies. We are testing different models and tools of the so-called Programmatic advertising, and by using innovative and personalized techniques we try to improve communication with our customers.” According to him, the company L’Oreal is developing strategic partnerships with local agencies when it comes to precision advertising and Programmatic media buying, and believes that the Serbian market has accepted this model. “We already had several campaigns in Serbia in which we tested Programmatic models with Universal Media, using the tool called Cadreon.”
The advantage of automated technology, Ivanov says, is that it segments the audience to a whole new level. “Programmatic advertising leads to the maximum reach of digital advertising and marketing content placement. However, this is only one part of our overall strategy of consumer engagement. When it comes to the TV programmatic word, it will contribute to a better understanding of specific groups of the television audience. In any case, I think it will take another five years for the so-called real-time bidding for TV to come to life in our markets,” said the head of marketing and digital at L’Oreal Serbia.
PROGRAMMATIC IN SERBIA: At the global level, this way of buying online ads is growing significantly, and in some markets it already makes up about 60 per cent of total purchases of online inventory. As a result of digitization of TV signals and placement of television platforms online, this medium is also opening up for this type of automation of purchase, which is largely happening in the US and the UK.