Programmatic buying is the practice of purchasing digital advertising using advanced computer software. Using programmatic buying, marketers can analyze tremendous amounts of data in seconds to make informed decisions based on pre-set rules.
Instead of manually reviewing ad placements and prices, computers can determine the best and most cost effective ad placements on the internet. Increased efficiency reduces cost to businesses and allows marketers to scale their digital operations effectively.
How Programmatic Buying Works
There are many different platforms for marketers to use in programmatic campaigns. Advertisers will register with a Demand Side Platform in order to access auction spaces where they can bid on ad placements and set the targeting rules they want the campaign to follow. Each time a web page is loaded that contains ad space, an automated bidding war takes place instantaneously among the advertisers that have a reason to target that page. Software analyzes the best matches for the visitor on the page and serves the ad with the higher maximum bid and publishers are paid for each ad served on their site.
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Challenges in Programmatic Campaigns
Programmatic buying takes place quickly. In a split second, ad software determines which ad is served and how much it costs. Without time for manual review, ads can be served on sites that damage brand identity. For example, seeing an ad for sugary drinks on a dental health website wouldn’t make much sense and could potentially damage brand reputation.
Online ads are prone to bad actors. Publishers are paid based on ads viewed and clicks. But because this process takes place so quickly it’s difficult to pinpoint whether or not the ads were actually served or served legitimately. Advertisers can be charged if just a sliver of an ad is viewed (impression fraud) or if an ad is placed behind another ad (ad stacking).
There are many different types of ad fraud, each one creating bad traffic for brands and marketers. When money is spent so quickly it makes it difficult to monitor the quality of the ad placement and measure whether programmatic buying is delivering results.
Related Reading: Why You Need to Be Testing Your Demand Side Platforms
Eliminate Fraud in Programmatic Campaigns with an Ad Fraud Detection Partner
Ad fraud happens quickly. Fraudsters are constantly moving to outsmart marketers and worm their way into marketing budgets. There are several different ways to knock ad fraud out of the programmatic funnel. Ad fraud detection software like Anura analyzes traffic in real time helping organizations improve traffic quality and detect malicious activity, ultimately resulting in additional revenue.
Anura is an ad fraud detection solution that allows marketers to increase campaign quality with advanced analytics and eliminates malicious bots that skew data, infiltrate devices, and steal personal information. The software is flexible and works with programmatic, mobile, click, lead, and call campaigns. To learn more about eliminating ad fraud and maximizing campaign data and performance, fill out the form to speak with a member of our team today.