It’s vital to understand the ins-and-outs of Programmatic advertising as it is now the dominant form of media buying. By definition, Programmatic advertising is the automated buying and selling of online advertising space. It uses algorithmic software that handles the sale and placement of digital ad impressions via ad exchange platforms – in a fraction of a second.
Programmatic buying flow in a nutshell:
- A person clicks on a website
- The website owner puts the ad impression up for auction (SSP)
- Advertisers offer bids for the impression (DSP)
- The highest bidder wins the ad impression
- The ad is served on the website to the user
- The user (hopefully!) clicks on the ad and converts
In the fast-paced environment that we live in, brands need to provide more innovative and engaging ad experiences to truly drive attention. Outbrain provides those superior programmatic ad experiences, with seamless native ads across the feed of the open web.
Through Outbrain’s Programmatic offering, marketers are able to access Outbrain’s premium publisher network using their desired Demand Side Platform (DSP). A DSP is a buying platform, just like the Amplify Dashboard. But DSP’s allow agencies to execute all of their media buys in a single platform, with advanced targeting and campaign management via Real Time Bidding (RTB).
Zemanta is Outbrain’s owned native DSP which was built for native buying, with a focus on driving engagement and action. Today, Zemanta remains the most effective DSP for native buying. Marketers who buy native through Zemanta benefit from 35% lower CPCs on average, and over double the CTR. The savviest buyers look to Zemanta to execute native campaigns at every stage of the marketing funnel, from awareness campaigns, to conversion campaigns.
Are you already working with a DSP and want to access Outbrain’s inventory programmatically? Outbrain is available across the following DSPs:
- Google Display & Video 360
- Xandr (AppNexus)
- Active Agent
Want to get started? Start by requesting a Deal ID from an Outbrain representative – here is more information on our custom deal packages! Already have a Deal ID? Click here to learn how to set up your first campaign!