FAQProgrammaticVideo
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The document is a FAQ explaining the concept of programmatic video advertising. It defines programmatic video as using software to automate digital video ad buys. Key aspects of programmatic video explained include automation of the buying process, real-time bidding (RTB) auctions, and leveraging data. A demand side platform (DSP) is software that allows buyers to purchase video inventory programmatically and manage campaigns. The document discusses whether to self-manage a DSP or use a managed service.
FAQProgrammaticVideo
- 1. BrightRoll United States | Europe | Canada Copyright ©2015 BrightRoll, Inc. All names and logos are trademarks or registered trademarks of their respective owners. T 415.677.9222 | F 415.677.0895 | brightroll.com 343 Sansome Street, Suite 600, San Francisco, CA 94104 FAQ: What is Programmatic Video? By now, you may have heard the word “programmatic” hundreds — if not thousands — of times. But according to a survey from the Association of National Advertisers, more than half of marketers “don’t understand programmatic buying well enough to use it to buy and manage campaigns.” The problem is, many definitions of programmatic video sound something like this: “It’s a comprehensive mechanism leveraging sophisticated algorithms and technologies,” or “It enables advertisers to maximize the effectiveness of their campaigns.” These definitions don’t help to clarify the concept — if anything, they make things more confusing. In this FAQ, we will break down the components of programmatic. Our goal? To make you an expert on programmatic by the end. Q. No, really. What is programmatic video? A. In essence, programmatic video refers to the use of software to automate your digital video ad buys. To understand how programmatic video works, here are some core terms and concepts you need to know: Automation Programmatic video buying is automated. That means software automatically purchases inventory, according to your specifications and goals. (Usually, the software is a DSP — more on those later.) Buyers and sellers can set their own parameters for inventory price and placement, but the software handles buying and optimization. Real-Time-Bidding (RTB) The terms “RTB” and “programmatic” are often used interchangeably, but that isn’t entirely correct. Inventory can be purchased programmatically in many ways, and RTB refers to just one of those ways. Through RTB, ad inventory is bought and sold on a per-impression basis through an auction, similar to financial markets. The highest bidder on inventory always wins. It’s important to note that inventory can also be purchased programmatically without RTB, such as in private marketplaces. Data One of the benefits of programmatic is meaningful visibility into crucial data. While data should always inform digital advertising, programmatic video inherently relies on and collects vast, complex, actionable data sets. This data will assist you in making informed, intelligent decisions about how to buy video inventory, and even implement those changes during your campaigns.
- 2. BrightRoll United States | Europe | Canada Copyright ©2015 BrightRoll, Inc. All names and logos are trademarks or registered trademarks of their respective owners. T 415.677.9222 | F 415.677.0895 | brightroll.com 343 Sansome Street, Suite 600, San Francisco, CA 94104 Q. What is “single-impression buying”? A. Traditionally, advertisers buy impressions from suppliers in bulk, all at a single, pre-determined price. Ideally, your ads reach as much of your target audience as possible. Through programmatic automation, on the other hand, ad buyers evaluate inventory at the "single-impression" level. In the milliseconds it takes for a webpage to load, programmatic software can identify a consumer’s key attributes, and determines if the impression meets the buyer’s criteria. If this inventory is auctioned off through RTB, the consumer will see an ad from the highest bidder. If the inventory is sold programmatically through a private marketplace, advertisers can still specify the price they’re willing to pay. Either way, the advertiser pays only what that impression is worth. Q. What is a Demand Side Platform (DSP)? A. If programmatic seems like magic, your DSP is the science behind the curtain. This software allows you to buy video inventory programmatically. Through the DSP, ad buyers have access to inventory on the web, mobile web, mobile apps, and both connected and linear TV. But a DSP is more than a place to make inventory buys. Your DSP should also allow you to: Manage multiple campaigns, giving you high-level visibility on your your budgets. Buy ads at the single-impression level, allowing you to set a maximum value for ad placements, and pay only what each impression is worth. Access data and analytics on active campaigns, giving you easy-to-understand information on your audience, the performance of your campaign, and your total spend. Verify your audience through a trusted 3rd-party provider. Reach your audiences regardless of device, allowing you to buy inventory on any screen. Q. Should I manage my own DSP? A. When you buy programmatically, you need a vendor with the best technology and the strongest support. Whether or not you manage your DSP directly is entirely up to you. Here are two scenarios to consider: Self-serve buying access. For a “hands on keyboard” experience, make sure that your technology partner has a highly intuitive DSP interface, as well as easily accessible and thorough training materials. Managed service. A capable technology partner will have dedicated teams capable of working with you in planning, executing, managing, and optimizing your campaigns. However you choose to manage your DSP, it’s important that you have confidence in the transparency of your technology partner. Because inventory quality and audience verification should be top-of-mind when building a campaign, you should be able to work with a third-party provider like Nielsen and comScore. Additionally, you should work with a media agnostic partner — a partner who ensures that you get the best placement at the right price, regardless of who supplies the inventory. Want to learn more about programmatic? Download Getting Started with Programmatic: A Digital Video Primer.