1. Market Overview – Programmatic Main Characteristics: Programmatic buying Particular features - Real Time Bidding is a type of programmatic buying (Automated trading) - Real Time Bidding is a specialized marketing service that integrates technology, data and inventory to find Audiences for the advertisers - The objective is to touch the right consumer at the right time for the right price - Everything is based on an algorithm that can be changed depend on the campaign Advantages - Programmatic buying helps bring structure to the Audience fragmentation - The algorithm can take more than 2000 variables into account - You reach people where they are - It allows to engage the consumer - The decision to buy is taken in 10 milliseconds Evolution - Programmatic buying share is growing very quickly - 168 Pricing of clics (CPC/ CPM) is based on quality and relevancy Pagina 165

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Media Pocket Guide 2014 Lees publicatie 10038Home

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