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Why you can't ignore programmatic marketing

Why you can't ignore programmatic marketing | Work | Scoop.it

Marketers should get with the program
SUMMARY: Programmatic advertising is "the essential marketing trend of the moment," allowing publishers to serve up relevant ads based on Web users' browsing history, the brand e-mails they receive, and even their social networking activities, Dax Hamman writes. "When properly analyzed, data tell you what your users want, how they're behaving and the best ways to reach them -- essential factors to effective marketing," Hamman writes.

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Beyond AdWords: Demand Side Platforms Explained - MarketingLand

Beyond AdWords: Demand Side Platforms Explained - MarketingLand | Work | Scoop.it
Having worked at a self-serve demand side platform (DSP) for over 2 years, one of the most common questions I get when trying to explain the concept of a DSP to others is: “Isn’t that kind of like AdWords?

 

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Most DSPs are similar to AdWords in that they are used to create ad campaigns. But, DSPs provide advertisers access into the vendor-neutral RTB (real time bidding) ecosystem; whereas AdWords only allows campaigns to run within the Google network. The differences go beyond that, as well, especially on the display advertising side of things.

 

AdWords is obviously the king of search engine marketing (SEM) platforms. But when it comes to display advertising, the industry has evolved beyond what AdWords offers. Superior reach, targeting, and optimization are now found in the realm of real-time bidding technology and realized through demand-side platforms.


Via CYDigital
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CYDigital's curator insight, May 28, 2013 2:50 PM

IF you're contemplating display advertising, then this should be of keen interest to you.


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