Types of programmatic media buying
Based on discussions with agency colleagues and advertising clients, it can be assumed that private deals account for the largest share of media spending in programmatic media buying in Switzerland. This model also corresponds to the classic planning method of traditional media agencies, but also to the qualitative thinking of many large advertising clients. This does not mean that other types of programmatic media buying are of inferior quality. It is much more about thinking and hedging, but one thing at a time. First of all, we want to find out for our readers what types of programmatic media buying are known today.
Source Illustration: IAB Switzerland.The illustration "Inventory Buying Layers" shows just how diverse programmatic marketing already is. For those advertisers or agencies that already use programmatic marketing, it is therefore important to be aware of what you are already doing, what you are not doing and why. The first step is to realize what is already possible in programmatic marketing. Above-average success is achieved by those who know how to experiment. Provided the campaign allows success to be measured. However, this is never a problem with performance-oriented campaigns - and programmatic marketing is ultimately predestined for this - because the measurement of things such as clicks, conversions, click-to-conversion rates, assisted conversions, cross-selling conversions, etc. is always a given.
- Open RTB
- Private deals
- Programmatic Reserved
Definition of termsWhat does Open RTB, Private Deals, Programmatic Reserved, Premium Guaranteed, Self-Serve Guaranteed mean?ContinuationIf you like, you can find the Definition of all programmatic media buying types. Author:Ivano Celia is the founder and managing director of media BROS. He is a proven online marketing expert with over 16 years of professional experience
