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Traditional Vs. Programmatic: A Breakdown of Media Buying

The Internet has changed how we buy. Just about everyone by now is familiar with clicking on an online shopping cart and having their purchases arrive at their front doors as early as the next day. It’s never been easier to compare prices, locate difficult-to-find items, or make purchases from anywhere in the world — thanks to the Internet. It’s no surprise, then, that the same degree of change should occur within the world of ad buying. The most obvious sign of this change is the shift from print advertising and TV/radio spending, toward more online ads. Yet the fundamental changes that have come to pass in the advertising world because of the Internet go far beyond advertisers ditching traditional media for online ads.

The nature of the Internet makes it possible for the model of media buying to be turned on its ear. More media buyers today are seeing the traditional forms of ad buying as inefficient and ineffective when compared with the new, programmatic model of media buying. Through programmatic buying, advertisers have access to an unprecedented level of control and customization that would have been undreamt of in the traditional media buying landscape.

Through the automated, streamlined programmatic model, advertisers can take advantage of real-time pricing based on the number of impressions, adjust their campaigns on the fly, and receive the most granular data about their campaigns. All of this adds up to campaigns that are more effective and efficient for the money advertisers spend. The programmatic approach to online media buying simply makes more sense for media buyers and publishers alike. However, some in the industry still resist embracing the model because they’re unsure of the benefits or how the model differs from traditional media buying.

Understanding the differences between traditional and programmatic online ad buying is essential for anyone involved in media buying online. The accompanying infographic details important differences between the traditional and programmatic models of online ad buying — as well as some best practices for ethics in programmatic media buying. This information is beneficial to anyone who wants to enhance his or her understanding of the inherent benefits of the programmatic model.


Courtesy of Centro

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