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Programmatic Advertising

Display advertising refers to ads placed on publisher websites and social media sites. Advertisers can place ads in search engine display networks like Google Display Network and Bing Display Network, which include millions of websites. Payment for display ads happens through direct buying, where advertisers directly purchase ad space, or real-time bidding, where advertisers bid on ad impressions in auctions.

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Rajineekar Reddy Kethidi
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324 views

Programmatic Advertising

Display advertising refers to ads placed on publisher websites and social media sites. Advertisers can place ads in search engine display networks like Google Display Network and Bing Display Network, which include millions of websites. Payment for display ads happens through direct buying, where advertisers directly purchase ad space, or real-time bidding, where advertisers bid on ad impressions in auctions.

Uploaded by

Rajineekar Reddy Kethidi
Copyright
© © All Rights Reserved
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Advertising that leverages publisher websites and social

media sites is referred to as display advertising.

Display
Advertising
Display
Advertising
Search engines provide marketers the opportunity to
place their ads in their display networks which includes a
range of websites of various types.

Display Google Display Network (more than 2 million websites)


Networks Bing Display Network

So how is an website included in the GDN of BDN?

Sign up for Google AdSense Program.


To whom does the advertiser need to pay?

How do they pay?

Display Payment happens in two formats:


Advertising 1. Direct buying
2. Real-time bidding
Advertising space on the publisher website is directly
bought by the advertisers.

Space can be sold by:

1. Website itself (directly) – www.moneycontrol.com


Direct Buying 2. Third-party vendor/platform that is authorized to sell
space on behalf of the website –
www.themediaant.com

Advertiser buys bulk impressions, e.g., 1 lac impressions


for a sum of Rs. 30000.

Advantage: Guaranteed impression, targeted impression


As the webpage loads, the impressions available on the
page are evaluated in milliseconds during the auction
process.

The advertiser partakes in an auction with many other


advertisers, all bidding at different rates for each
Real-Time impression.
Bidding
Impression is more dynamic and is not guaranteed.

Effective CPM, and not CPM, is the unit of payment.


User enters an website Advertisement
(this website is a part Following information are request is generated
of the display network sent to the media exchange for the current
and or ad exchange platform available ad space
platform) 1. Information about webpage
2. Information about website
3. Information about user
Real-Time
Bidding

Ad space and user Ad media exchange


Ad request is sent to
type is evaluated by sends a bid request to
ad media exchange
the advertiser the advertiser
Real-Time Ad space and user If impression is
Ad media exchange
evaluates all bids and
Bidding type is evaluated by
the advertiser
adjudged valuable, a
bid is placed
highest bidder gets
the impression
How to Target
in Display
Advertising

Behavioural Targeting
Display ad matches the any or all of the following:

1. Specific keywords in the webpage


2. Topic of the webpage
3. Content of the website
Contextual 4. Handpicking specific webpages for the display ad

Advertising
Contextual
Advertising
Contextual
Advertising
Leverages the information that is collected about a user’s
browsing behavior on the website.

1. Pages visited
2. Searches undertaken
Behavioural 3. Links clicked
4. Can be combined with important demographic data or
Targeting purchase history

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