{2:10 minutes to read} Remember the buzz about “high frequency” trading that was blamed for the sudden stock market plunge known as the 2010 Flash Crash?
Fortunately, the Flash Crash was short-lived, but similar technologies called, “programmatic advertising” are now widely used for maximizing the efficiency of buying and selling digital ad space. If you have not considered using programmatic advertising for your digital ad buys, you may soon be at a disadvantage – choking on the digital dust of your more savvy competitors.
Even small buyers and sellers of digital ads can take advantage of the power of programmatic through relatively simple programs provided by Google, Facebook, and other ad networks. (See my previous blog post on micro-targeting.)
If you want to play in the big league of digital advertising, you should look into industrial strength systems known as demand-side platforms (DSPs) for buyers, or supply-side platforms (SSPs) for publishers.
According to Forrester Research, the leading DSPs are provided by:
- AOL;
- AppNexus;
- AudienceScience;
- DataXu;
- Google;
- MediaMath;
- Rocket Fuel;
- The Trade Desk; and
- Turn.
Ad Ops Insider lists of the top 5 SSP providers as:
- Admeld (Google);
- PubMatic;
- Rubicon Project;
- OpenX; and
- Appnexus.
If you are wondering how DSPs, SSPs and Data Management Platforms (DMPs) network to enable programmatic advertising, RocketFuel’s colorful PDF download does a good job of explaining the complex interactions.
For additional entertaining animations on programmatic, check out: Viviki’s space age video, or Interactive Advertising Bureau’s more academic video describing the evolution of digital advertising technology leading up to programmatic.
If you’re still confused…
We would be happy to guide you through the vast universe of digital advertising and marketing technology, so don’t hesitate to contact us and we’ll point you in the right direction.
How will you embark on your journey into the age of programmatic advertising?
Michael Bendit
Managing Director
Software Development Resources Inc.
888-447-1591
111 Eighth Avenue,
Suite 1500
New York, NY 10011
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