What Is Programmatic, And What’s It doing In Sub-Saharan Africa?
Programmatic media is a fast-growing phenomenon in the global media and advertising industries. Also known as programmatic marketing, the term encompasses an array of technologies that automate the buying, placement and optimization of media inventory, replacing humans in part of the process, according to AdvertisingAge.
In this process, supply and demand partners use automated systems and business rules to place advertising in electronically targeted media inventory.
Programmatic has made headlines in the past year, becoming a buzzword among agencies and clients, according to WPP, a British multinational advertising and public relations company with main offices in London and Dublin.
But what exactly is it? Programmatic media buying, or programmatic, is an automated way of buying digital advertising in which supply and demand partners make decisions on a per-impression basis, adhering to business rules provided by the operators of each platform.
In its most basic form, programmatic equals automation, according to WPP,
Real-time bidding, or RTB, is how ad inventory is bought and sold on a per-impression basis, via programmatic instantaneous auction, similar to financial markets.
South African buyers and sellers knew from looking at their peers in the U.S. and U.K. that they needed to develop a programmatic strategy, according to a report in AdExchanger.
But publishers were reluctant at first.
Article from AFK insider