The Most Common Terms Used in Programmatic Advertising

PROGRAMMATIC ADVERTISING TERMS

Advertising, in the modern age, is not limited to newspapers, billboards and TV channels. A broader segment of the audience has access to a smartphone; which serves as their preferred media platform. Most such mobile devices are being tracked by device manufacturers, telecom providers and software and app developers, generating vast amounts of valuable data, allowing advertisers to target highly specific customer groups. 

The modern advertising industry has seen a revolution and has matured far beyond traditional methods. Marketing has become far more data driven, and it’s outcomes far more measurable.

Programmatic advertising is a vast subject and so is the terminology associated with it. We have compiled a list of the most common words used in programmatic advertising and explained what they mean.

What is Programmatic Advertising

Programmatic advertising is simply a way to purchase advertising spaces for marketing campaigns. Software programs are used to facilitate the process which is why its named programmatic advertising. 

List of Programmatic Advertising Terms

PROGRAMMATIC ADVERTISING TERMS

What is Audience Segment?

An audience segment is a combination of factors that define a large group of targeted audience. The most common factors are the demographics, gender, marital status, income, age group and interests.

What is a Bot?

Bot is a short name for an automated application running on a web-based software to perform a specific action that replaces human efforts. There are many types of bots on the internet for instance, chat-bots and social media bots. 

What are Cookies?

Cookies are small files that are generated when you visit a website. Most website uses cookies to better understand the user’s behaviour on the website and gather user data.

What is DSP? DSP stands for?

The 2 most important part of an advertising network (of-course of any type of business) is demand and supply. Demand is represented by advertisers and media buyers who are looking for traffic sources to advertise their product or services. DSP stands for Demand side platform where advertisers can create, run and manage their campaigns. 

What is SSP? SSP Stands for?

SSP stands for supply side platform which works as the mode of communication/ management between the advertising exchange and the publishers. This is the dashboard where the media owners and traffic source owners can integrate and monetize their inventory.

What is Real-Time Bidding?

Real Time Bidding can be easily understood with a phenomenon where the traffic inventory is in-front of advertisers. Now the advertisers have to bid in real-time to win this inventory to show their advertisements. 

Conclusion

Programmatic advertising is one of the most efficient methods to buy advertising space and conduct scalable performance marketing. With the terminology above  you are now ready to speak to your digital marketing agency about creating a programmatic advertising plan which is right for you.

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