Programmatic ad buying has changed the face of online buy programmatic advertising, but there’s still confusion around what it actually is. RFPs, human negotiations and manual insertion orders.
It’s using machines to buy ads, basically. Before programmatic ad buying, digital ads were bought and sold by human ad buyers and salespeople, who can be expensive and unreliable. Programmatic advertising technology promises to make the ad buying system more efficient, and therefore cheaper, by removing humans from the process wherever possible. Humans get sick, need to sleep and come to work hungover. Technology is being used to replace some of the more menial tasks that humans have historically had to handle, like sending insertion orders to publishers and dealing with ad tags, but they’re still required to optimize campaigns and to plan strategies. Is programmatic buying is the same as real-time bidding, then? Real-time bidding is a type of programmatic ad buying, but it isn’t the only one.
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RTB refers to the purchase of ads through real-time auctions, but programmatic software also allows advertisers to buy guaranteed ad impressions in advance from specific publisher sites. It’s impossible to tell what portion of advertising is now traded programatically, but it’s definitely on the rise. Some agencies now say they’re eager to buy as much media as possible through programmatic channels, and some major brands have even built out in-house teams to handle their programmatic ad buying as they spend more of their marketing budgets that way. Sign Up For Digiday Newsletter Get Digiday’s top stories every morning in your email inbox. Digiday for the latest news, insider access to events and more. 1 billion, and Walmart has a growing advertising platform, too.
Kroger, one of the biggest grocery brands in the U. 7 billion in sales from July to September of this year, up 4. 5 percent from the same period a year prior, according its quarterly earnings report released in November. Kroger loyalty card, which drives nearly 90 percent of Kroger’s sales, according to the company. Kroger’s sales pitch may sound familiar, as mass retailers like Amazon and Walmart all use their consumer purchase data as the cornerstone to carve out a media business. CPG brands today are splitting their marketing spend between trade and advertising.
Cara Pratt, vp of customer communications product strategy and innovation for 84. CPGs shift their marketing budgets across vehicles — many of which deliver against different business objectives, but all are intended to sales. Kroger is the only retailer that the 84. The division also helps more than 300 CPG clients understand how to better use Kroger’s data and third-party data for advertising. Cincinnati office, which is only a 10-minute walk from the Kroger headquarters. Kroger’s purchase data from 60 million households. One offering under Kroger’s precision marketing solution is on-site advertising on Kroger.