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Frequently Asked Questions about Programmatic Advertising
What is programmatic advertising?
Programmatic advertising is the process of buying & selling digital advertising space through automated technology. Before programmatic, the process of buying & selling ads meant that you had to negotiate insertion orders, set up and report on campaigns manually.
What does a programmatic advertising technology company do?
Apart from the technology, (which is obviously a major plus), there are a lot of other advantages of working with a programmatic adtech provider. Adtech is complex. And it changes fast.
Working with a trusted partner provides a wealth of knowledge and expertise to draw from, so you don’t need to focus on every aspect of the ecosystem or implement it. This can help avoid potential pitfalls as well as giving you the benefit of established partnerships and networks developed to maximise outcomes. Working with a programmatic adtech company (like Publift) also provides other benefits such as ad optimisation, consolidated reporting, brand safety, training and more through its award-winning Fuse platform.
How does programmatic ad buying work?
DSPs, (demand-side platforms) facilitate the process of buying ad inventory on the open market and provide the ability for a buyer to reach their target audience due to the integration of a DMP (data management platform).
The dsp connects buyers to seller inventory via links to SSPs (supply-side platforms). These two platforms talk to each other via APIs that create an automated marketplace.