Terms

Programmatic Advertising

Programmatic advertising is the automated process of purchasing and placing digital ads using software and algorithms. Instead of manual negotiations, this system uses data to make real-time decisions about which ads to show to which users. This ensures ads are strategically positioned where and when they will have the most impact.

Key Benefits of Programmatic Advertising

This automated approach offers significant advantages over traditional methods. By leveraging technology, advertisers can enhance their campaigns' effectiveness and efficiency. The primary benefits include:

  • Efficiency: Automates the ad buying process, saving time and resources.
  • Precision: Leverages data for highly specific audience targeting.
  • Reach: Accesses a vast inventory for large-scale campaigns.
  • Cost-Effectiveness: Optimizes ad spend for a better return on investment.
  • Optimization: Allows for real-time adjustments based on performance data.

Challenges in Programmatic Advertising

While powerful, programmatic advertising is not without its hurdles. Navigating the ecosystem requires vigilance to overcome significant obstacles and ensure campaign success.

  • Complexity: The intricate ecosystem of DSPs, SSPs, and ad exchanges can be overwhelming to manage.
  • Transparency: A lack of clarity in the supply chain can lead to hidden fees and brand safety issues.
  • Fraud: Invalid traffic and bots remain a persistent threat, wasting ad spend and skewing performance data.
  • Privacy: Evolving data privacy regulations and the loss of third-party cookies create significant targeting challenges.

Programmatic Advertising vs. Real-Time Bidding

While often used interchangeably, programmatic advertising and real-time bidding serve different functions within the automated ad buying landscape.

  • Strategy: Programmatic advertising is the overarching automated strategy for media buying. It offers precise targeting and cross-channel reach, making it ideal for enterprises seeking control and integrated campaigns. However, its complexity can require technical expertise.
  • Mechanism: Real-time bidding is a specific auction-based method within programmatic. It provides cost-effective access to a vast audience, suiting companies focused on broad reach. The open marketplace means less control over ad placement and more competition.

Future Trends in Programmatic Advertising

Artificial intelligence and machine learning are set to redefine programmatic advertising. These technologies will drive hyper-personalization and predictive optimization. The shift away from third-party cookies will also accelerate the adoption of first-party data strategies.

The expansion into new channels like connected TV (CTV) and audio will continue to grow. This creates new opportunities for cross-device campaigns. Concurrently, the industry is pushing for greater supply chain transparency to combat fraud and improve brand safety.

Best Practices for Programmatic Advertising

To maximize your return on investment, adopt a strategic approach. This involves leveraging data-driven insights and continuously optimizing campaigns for performance.

  • Targeting: Utilize first-party data and advanced options to reach the right audience at the right time. Employ cross-device strategies to connect with users across multiple touchpoints, from awareness to conversion.
  • Vigilance: Continuously monitor campaign performance and costs, as niche audiences can be more expensive. Mitigate risks like ad fraud by carefully selecting reputable platforms and partners to protect your investment.

Frequently Asked Questions about Programmatic Advertising

How is brand safety managed in programmatic campaigns?

Brand safety is managed using tools like blocklists, allowlists, and contextual targeting to ensure ads appear alongside appropriate content. Working with reputable platforms is also crucial for maintaining control and protecting your brand's reputation.

Can programmatic advertising work without third-party cookies?

Yes. The industry is adapting by shifting to first-party data, contextual targeting, and other privacy-safe identifiers. These methods allow for effective audience targeting while respecting user privacy, ensuring campaigns can perform well in a cookieless future.

Is programmatic advertising only suitable for large companies?

Not at all. While powerful for large-scale campaigns, programmatic is accessible to businesses of all sizes. Self-serve platforms offer flexible budget options, allowing smaller companies to run highly targeted and cost-effective campaigns without a massive initial investment.

Other terms

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Customer Data Analysis

Customer data analysis is the process of examining customer information to uncover insights that drive business decisions and improve experiences.

Customer Data Analysis

Conversational Intelligence

Conversational intelligence (CI) is AI technology that analyzes customer conversations to find insights that help sales and support teams improve.

Conversational Intelligence

Single Sign-On (SSO)

Learn about single sign on, including benefits of single sign-on, implementation steps for single sign-on, & comparing SSO with traditional login systems.

Single Sign-On (SSO)

Firmographic Data

Firmographic data is information used to classify firms. It includes attributes like industry, employee count, location, and annual revenue.

Firmographic Data

Incident Response

Incident response is an organization's systematic approach to managing and mitigating the aftermath of a security breach or cyberattack.

Incident Response

Lightning Components

Lightning Components is a UI framework for building dynamic web apps for mobile and desktop devices on the Salesforce Lightning Platform.

Lightning Components

Social Selling

Learn about social selling, including benefits of social selling, steps to implement social selling, & social selling vs. traditional selling.

Social Selling

Sales Demo

A sales demo is a presentation where a sales rep shows a prospect how a product or service works and solves their specific problems.

Sales Demo

Batch Processing

Learn about batch processing, including benefits of batch processing, best practices for implementation, & common use cases.

Batch Processing

Funnel Analysis

Funnel analysis is a method for understanding the steps users take to complete a goal, revealing where they drop off in the conversion process.

Funnel Analysis

Sales Funnel

A sales funnel is a model illustrating the customer's journey from initial awareness to the final purchase, narrowing down leads at each stage.

Sales Funnel

Sales Qualified Lead

Learn about sales qualified lead, including identifying sales qualified leads, criteria for sales qualified lead, transitioning leads to sales qualified s.

Sales Qualified Lead

Sales Presentation

Learn about sales presentation, including crafting an engaging sales presentation, elements of a successful sales pitch, & sales presentation vs. product demo.

Sales Presentation

Sales Development Representative (SDR)

A Sales Development Representative (SDR) is a sales specialist who finds and qualifies new leads, building a pipeline for the sales team.

Sales Development Representative (SDR)

Average Customer Life

Average Customer Life is the average time someone remains a customer. It's a key metric for predicting revenue and measuring customer loyalty.

Average Customer Life

Point of Contact

A Point of Contact (POC) is the designated individual or department that serves as the main hub for information and communication on a matter.

Point of Contact

Lead Scrape

Lead scraping is the process of automatically extracting contact information and other relevant data about potential customers from online sources.

Lead Scrape

X-Sell

Learn about X-sell, including benefits of X-selling, strategies for successful X-selling, & X-sell vs. up-sell: understanding the difference.

X-Sell

Enrichment

Enrichment is the process of adding third-party data to your existing customer profiles to get a more complete picture of your leads.

Enrichment

Lead Routing

Lead routing is the automated process of distributing incoming leads to the right sales reps based on predefined criteria.

Lead Routing

Sales Pipeline

A sales pipeline is a visual representation of where prospects are in the sales process, from the first contact to the final sale.

Sales Pipeline

Stakeholder

Learn about stakeholder, including identifying stakeholders, roles & responsibilities of stakeholders, & stakeholder engagement strategies.

Stakeholder

Stress Testing

Learn about stress testing, including understanding stress testing methods, benefits of stress testing, & stress testing vs. load testing.

Stress Testing

Lead Generation Funnel

A lead generation funnel is a systematic process that guides potential customers from initial awareness of your brand to becoming qualified leads.

Lead Generation Funnel

Predictive Analytics

Predictive analytics uses historical data, statistical algorithms, and machine learning to identify the likelihood of future outcomes.

Predictive Analytics

Needs Assessment

A needs assessment is the process of identifying the gap between a company's current state and its desired future state.

Needs Assessment

Content Management System

A Content Management System (CMS) is software for creating, managing, and modifying website content without needing specialized technical skills.

Content Management System

Net Revenue Retention (NRR)

Net Revenue Retention (NRR) is the percentage of recurring revenue kept from existing customers, including upsells, downgrades, and churn.

Net Revenue Retention (NRR)

Omnichannel Sales

Omnichannel sales is a strategy that integrates all physical and digital sales channels to create a seamless, unified customer experience.

Omnichannel Sales

Sales Kickoff

A sales kickoff (SKO) is an annual event for a sales team to celebrate wins, align on goals, and get motivated for the upcoming year.

Sales Kickoff

User Testing

Learn about user testing, including how user testing works, benefits of user testing, common user testing methods, & user testing best practices.

User Testing

Customer Data Management (CDM)

Customer Data Management (CDM) is the process of collecting, organizing, and analyzing customer data to create a unified view of your audience.

Customer Data Management (CDM)

Target Account List

Learn about target account list, including building your target account list, key benefits of a target account list, & strategies for prioritizing accounts.

Target Account List

Accessibility Testing

Accessibility testing is a software testing method that verifies an application is usable by people with disabilities, like vision or hearing loss.

Accessibility Testing

B2B Data Platform

Learn about B2B data platform, including key benefits of B2B data platforms, choosing the right B2B data platform, challenges in implementing B2B data platforms.

B2B Data Platform

Lead Management

Lead management is the process of capturing, nurturing, and qualifying leads to guide them from initial interest to sales-ready.

Lead Management

Customer Lifetime Value

Customer Lifetime Value (CLV) is the total revenue a business expects from a customer throughout their entire relationship with the company.

Customer Lifetime Value

Customer Retention Rate

Customer Retention Rate (CRR) is the metric that measures the percentage of customers a company has kept over a specific period of time.

Customer Retention Rate

Tire-Kicker

Learn about tire-kicker, including identifying tire-kickers in sales, strategies to engage tire-kickers, & converting tire-kickers to buyers.

Tire-Kicker

Hard Sell

A hard sell is an aggressive sales technique that uses high-pressure tactics to push a customer into making an immediate purchase decision.

Hard Sell

Version Control Systems

Learn about version control systems, including understanding version control systems, benefits of using version control, & types of version control systems.

Version Control Systems

Contract Management

Contract management is the process of creating, executing, and analyzing contracts to maximize performance and minimize financial risk.

Contract Management

Inside Sales Rep

An inside sales rep sells products or services remotely from an office, using digital tools like phone and email to connect with customers.

Inside Sales Rep

Enterprise

An enterprise is a large-scale organization, often a corporation, defined by its complex structure and substantial number of employees.

Enterprise

NoSQL

NoSQL ("Not only SQL") databases offer a flexible alternative to relational models, excelling at managing large and unstructured data sets.

NoSQL

Data Hygiene

Data hygiene is the practice of ensuring your customer data is clean, accurate, and up-to-date by removing duplicates and correcting errors.

Data Hygiene

Brand Loyalty

Learn about brand loyalty, including how to build brand loyalty, benefits of brand loyalty, measuring brand loyalty, & strategies for increasing loyalty.

Brand Loyalty

Agile Methodology

Agile methodology is an iterative approach to project management and software development, focusing on delivering value in small, incremental steps.

Agile Methodology

Digital Sales Room

A Digital Sales Room is a private online space where sellers share all relevant content with buyers to streamline the sales cycle.

Digital Sales Room

Sales Partnerships

Sales partnerships are strategic alliances where two companies co-sell products to expand their reach, generate new leads, and increase revenue.

Sales Partnerships

Consumer Relationship Management

Consumer Relationship Management (CRM) is a strategy for managing all of a company's relationships and interactions with its customers.

Consumer Relationship Management

Compliance Testing

Compliance testing ensures a product or system adheres to specific regulations, standards, or policies set by governing bodies or organizations.

Compliance Testing

Account-Based Everything

Account-Based Everything (ABE) is a strategy aligning sales, marketing, and success teams to focus on a specific set of high-value accounts.

Account-Based Everything

B2B Intent Data

Learn about B2B intent data, including how B2B intent data enhances sales strategies, sources of B2B intent data, leveraging B2B intent data for competitiveness.

B2B Intent Data

Lead Magnet

A lead magnet is a free incentive offered to potential customers in exchange for their contact details, like an email, to generate sales leads.

Lead Magnet

Marketing Automation

Marketing automation uses software to automate repetitive marketing tasks, such as email marketing, social media posting, and ad campaigns.

Marketing Automation

Closed Lost

Closed Lost is a sales term for a deal that didn't go through. The prospect decided not to buy, or the sales team disqualified them.

Closed Lost

Adobe Analytics

Adobe Analytics is a leading web analytics solution for gaining real-time insights into user activity across websites and mobile applications.

Adobe Analytics

Revenue Operations (RevOps)

Revenue Operations (RevOps) is a business function that aligns a company's sales, marketing, and customer service teams to drive predictable revenue.

Revenue Operations (RevOps)

Contact Data

Contact data is the set of details, like names, emails, and phone numbers, used to get in touch with a person or business for outreach.

Contact Data

SPIN Selling

Learn about SPIN selling, including the core principles of SPIN selling, implementing SPIN selling successfully, SPOT selling vs. SPIN selling.

SPIN Selling

Artificial Intelligence in Sales

AI in sales uses smart technology to automate repetitive tasks, analyze customer data, and help sales reps close deals more efficiently.

Artificial Intelligence in Sales

Triggered Email

Learn about triggered email, including crafting effective triggered emails, benefits of triggered email marketing, & triggered emails vs. traditional campaigns.

Triggered Email

Payment Gateways

A payment gateway is a service that authorizes and processes payments for businesses, acting as a secure link between the customer and the merchant.

Payment Gateways

Customer Relationship Management Systems

A Customer Relationship Management (CRM) system is a tool that centralizes customer data to help manage interactions and nurture relationships.

Customer Relationship Management Systems

Data Appending

Data appending is the process of adding new data fields to your existing database records to enrich and complete your information.

Data Appending

Master Service Agreement

A Master Service Agreement (MSA) is a foundational contract that sets the general terms for an ongoing business relationship between two parties.

Master Service Agreement

Sales Pitch

A sales pitch is a persuasive presentation of a product or service, aimed at convincing a potential customer to make a purchase.

Sales Pitch

Marketing Budget Breakdown

A marketing budget breakdown is a detailed plan that allocates your total marketing funds across various channels, campaigns, and activities.

Marketing Budget Breakdown

Digital Contracts

Digital contracts are legally binding agreements created, signed, and stored electronically, offering a faster, more secure alternative to paper.

Digital Contracts

Lead Scoring Models

Lead scoring models rank prospects by assigning points for their behaviors and demographics, helping sales teams prioritize their outreach.

Lead Scoring Models

Early Adopter

An early adopter is a user who embraces a new product or technology before the majority, helping to validate and popularize the innovation.

Early Adopter

Cloud-based CRM

A cloud-based CRM is a customer relationship management tool hosted online, letting teams access and manage customer data from anywhere.

Cloud-based CRM

Jobs to Be Done Framework

The Jobs to Be Done (JTBD) framework focuses on understanding customer needs by identifying the specific 'job' they are trying to accomplish.

Jobs to Be Done Framework

B2C2B

Learn about B2C2B, including how B2C2B transforms sales, key strategies for B2C2B success, & differences between B2C2B and B2B2C.

B2C2B

Inside Sales

Inside sales is a remote sales process where reps sell products or services via phone, email, and other digital tools instead of in person.

Inside Sales

Employee Engagement

Employee engagement is the emotional commitment an employee has to their organization, motivating them to contribute to the company's success.

Employee Engagement

Customer Acquisition Cost

Customer Acquisition Cost (CAC) is the total cost a business spends to gain a new customer. It includes all sales and marketing expenses.

Customer Acquisition Cost

Marketo

Marketo is a marketing automation platform used by B2B marketers to manage lead generation, nurturing, email marketing, and analytics.

Marketo

Data Security

Data security protects digital information from unauthorized access, corruption, or theft throughout its entire lifecycle.

Data Security

GTM

A go-to-market (GTM) strategy is an action plan that outlines how a company will reach target customers and achieve a competitive advantage.

GTM

Challenger Sales

The Challenger Sales model is a methodology where reps teach prospects, tailor their pitch, and take control of the sales conversation.

Challenger Sales

Employee Advocacy

Employee advocacy is the promotion of an organization by its staff members, who share positive messages and content through their personal networks.

Employee Advocacy

Salesforce Administrator

Learn about salesforce administrator, including the role of a salesforce administrator, & key responsibilities of salesforce administrators.

Salesforce Administrator

Marketing Metrics

Marketing metrics are quantifiable values that marketing teams use to measure and track the performance of their campaigns and efforts.

Marketing Metrics

Sales Calls

A sales call is a real-time conversation between a salesperson and a prospect, aiming to persuade them to purchase a product or service.

Sales Calls

Private Labeling

Private labeling is when a company rebrands a product made by a third-party manufacturer and sells it as their own.

Private Labeling

SFDC

Learn about SFDC, including overview of Salesforce.com (SFDC), key components of SFDC, benefits of using SFDC, & popular SFDC integrations.

SFDC

XML

Learn about XML, including its uses, advantages, key technologies, best practices, and how XML facilitates data exchange and integration.

XML

Sales Key Performance Indicators

Sales Key Performance Indicators (KPIs) are quantifiable metrics used to measure how effectively a sales team is achieving its key objectives.

Sales Key Performance Indicators

Buyer Journey

The buyer journey maps the path a potential customer takes, from first learning about a product to the final decision to buy.

Buyer Journey

Account Management

Account management is the post-sales practice of building and nurturing long-term relationships with a company's most valuable clients.

Account Management

Objection Handling

Objection handling is the process of responding to a prospect's concerns or hesitations about a product or service to move a deal forward.

Objection Handling

Discount Strategies

Discount strategies are pricing tactics used to attract customers and boost sales by temporarily reducing the price of products or services.

Discount Strategies

Deal Closing

Deal closing is the final step in a sales cycle. It's when a prospect signs a contract and officially converts into a paying customer.

Deal Closing

Purchase Buying Stage

The purchase stage is when a buyer has decided on a solution and is ready to buy. They're comparing vendors to make a final choice.

Purchase Buying Stage

Serverless Computing

Learn about serverless computing, including benefits of serverless computing, challenges of serverless computing, serverless computing vs traditional inf.

Serverless Computing

Sales Automation

Sales automation uses software to streamline and automate repetitive, manual sales tasks, freeing up reps to focus on selling.

Sales Automation

Horizontal Market

A horizontal market is one where a product or service is designed to meet a common need for a wide array of customers, regardless of their industry.

Horizontal Market

Customer Lifecycle

The customer lifecycle is the journey a person takes from first becoming aware of your brand to becoming a loyal, repeat customer.

Customer Lifecycle