Programmatic advertising gives buyers access to an enormous number of impressions. Not all of them are equal. Some are shown to real people on pages they are reading; some load below the fold and are never seen; some are generated by software that imitates people. Every impression in the third [...]
Large brands used to have one big advantage in advertising: they could afford the minimum spends, agency fees and negotiated deals that gave them access to good placements. Programmatic buying has narrowed that gap. The same auctions that big advertisers use are open, through self-serve platforms, to businesses with modest [...]
Introduction Ever wonder what actually powers a Demand-Side Platform (DSP)? To most advertisers, a DSP is a slick dashboard with buttons for targeting and bidding.But behind the scenes lies a complex stack of high-performance technologies that make real-time advertising possible at scale. In this post, we’ll break it all down. [...]