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Published in:
2016 | OriginalPaper | Chapter
Consumer-Centric Programmatic Advertising
Authors : Oliver Gertz, Deirdre McGlashan
Published in: Programmatic Advertising
Publisher: Springer International Publishing
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Abstract
Programmatic Advertising has evolved from simple Retargeting and Audience Buying into consumer centric marketing against the entire purchase funnel and the method of choice to execute all digital media buys for many marketers.
This increased use and sophistication has led to discussions about the business models of Programmatic Advertising solution providers that range from packaged products to customised fully disclosed services.
Each programmatic setup combines a DSP, First and Third Party Data, Media Inventory, Brand-Safety approaches, Adserver and last but not least experts that drive the whole system. Advertisers have more and more choice on configuring their own setup which moves the discussion away from “agency vs. in-house” to “what is the right combination of in-house and outsourced for our needs.”