Programmatic DOOH advertising is one of the fastest-growing trends in advertising and has revolutionized the way ads are bought, sold, and delivered. An important element of the medium is the inventory or ad space these sites use to place ads. Thus understanding where inventory comes from is important for marketers and digital out-of-home advertisers looking to optimize their operations. Let’s look at the source of the inventory of program marketing programs and applications.
What is advertising inventory?
Advertising inventory encompasses the spaces available on digital platforms for displaying advertisements. This includes websites, mobile apps, videos, and other digital media. Programmatic DOOH advertising software buys and sells inventory in real-time through automation to ensure the right ads reach the right audience at the right time.
Primary Sources of Advertising Activity
- Advertising networks.
Advertising networks are groups of websites or programs that pool advertising space and offer it to advertisers. These networks work with software developers to sell their inventory. Examples of this are large media channels that have multiple websites or programs and offer common advertising space through a single channel.
- Ad exchanges
Popular exchanges such as Google Ad Exchange, OpenX, and Project Rubicon also offers large inventory from a variety of publishers. These programs enable real-time bidding (RTB), which sells inventory to multiple bidders in milliseconds.
- Supply Side (SSPs)
SSPs are platforms that allow publishers to manage, sell, and optimize their products. They connect directly to multiple data exchanges and third-party integrations (DSPs) to maximize the value and value of their advertisers’ inventory. SSPs play an important role in ensuring inventory is available for purchasing programs, providing transparency, and controlling how inventory is sold.
- Direct Deals and Private Marketplaces
In this program, a select group of advertisers buy inventory through a negotiated contract or auction. This feature allows publishers to maintain control over their premium products and often offers better pricing.
- Programmatic contracts
Programmatic DOOH contracts allocate specific inventory to a specific advertiser at a fixed price, bypassing the auction process. This type of contracting combines the benefits of scheduling with the certainty of direct sales, providing digital out-of-home advertisers with the inventory they want at a bargain price.
How to Manage and Manage Inventory Effectively
- Data Management Platforms (DMPs)
DMPs collect and analyze data from a variety of sources. Thus allowing publishers and digital out-of-home advertisers to understand the behavior and preferences of their target audiences. This data-driven approach enables better targeting and ensures inventory is used effectively to meet the needs of your target audience.
- Header bidding
This also increases competition among buyers and often leads to higher profits for advertisers and better prices for advertisers.
- Production management
Production management involves the use of technology and strategies to increase inventory sales. Publishers use SSPs, data analytics, and pricing strategies to optimize the value of their products and ensure they are sold at the best possible price.
CONCLUSION:
Programmatic DOOH advertisers offer their inventory through a variety of channels, including publisher networks, exchanges, SSPs, direct contracts, and independent marketplaces. These programs use advanced technologies such as real-time sourcing, data management, and productivity to match inventory with effective advertising.
Understanding these markets and how they work is crucial for marketers to plan an effective marketing plan that will effectively reach and engage readers. PostMyAd is the world’s first DIY app-based platform for Programmatic DOOH. It aims to help advertisers manage their ads remotely from anywhere, whenever they want. PostMyAd targets specific audiences through hyper-targeting and focuses on getting maximum exposure.
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