Programmatic advertising has made an enormous impact on the marketing world, and Genius Monkey has remained at the forefront of these technological developments and implementations. But, to those who still haven’t grasped a clear understanding of the programmatic movement, there are a few gray areas upon which we’d like to shed some light. Here are five myths that we’d like to bust:
Myth: There is no difference between RTB (Real Time Bidding) and Programmatic
Programmatic buying in and of itself automates tasks (ad tagging, insertion orders, etc.), which allows ad buyers to build strategies that are more sophisticated, extract better analyses and remain flexible enough to accommodate shifts in the industry. Most buyers, agencies, advertisers and some networks are connected to the ad exchange by demand side platforms (DSPs). Simply put, advertisers compete for an impression or ad space on an online site with automated bids. The bidder that offers the most wins the “auction” and placement on that particular webpage (which is loaded immediately). In other words, RTB is simply one piece of programmatic, not the whole pie.