Terms

Programmatic Advertising

Programmatic advertising is the automated process of purchasing and placing digital ads using software and algorithms. Instead of manual negotiations, this system uses data to make real-time decisions about which ads to show to which users. This ensures ads are strategically positioned where and when they will have the most impact.

Key Benefits of Programmatic Advertising

This automated approach offers significant advantages over traditional methods. By leveraging technology, advertisers can enhance their campaigns' effectiveness and efficiency. The primary benefits include:

  • Efficiency: Automates the ad buying process, saving time and resources.
  • Precision: Leverages data for highly specific audience targeting.
  • Reach: Accesses a vast inventory for large-scale campaigns.
  • Cost-Effectiveness: Optimizes ad spend for a better return on investment.
  • Optimization: Allows for real-time adjustments based on performance data.

Challenges in Programmatic Advertising

While powerful, programmatic advertising is not without its hurdles. Navigating the ecosystem requires vigilance to overcome significant obstacles and ensure campaign success.

  • Complexity: The intricate ecosystem of DSPs, SSPs, and ad exchanges can be overwhelming to manage.
  • Transparency: A lack of clarity in the supply chain can lead to hidden fees and brand safety issues.
  • Fraud: Invalid traffic and bots remain a persistent threat, wasting ad spend and skewing performance data.
  • Privacy: Evolving data privacy regulations and the loss of third-party cookies create significant targeting challenges.

Programmatic Advertising vs. Real-Time Bidding

While often used interchangeably, programmatic advertising and real-time bidding serve different functions within the automated ad buying landscape.

  • Strategy: Programmatic advertising is the overarching automated strategy for media buying. It offers precise targeting and cross-channel reach, making it ideal for enterprises seeking control and integrated campaigns. However, its complexity can require technical expertise.
  • Mechanism: Real-time bidding is a specific auction-based method within programmatic. It provides cost-effective access to a vast audience, suiting companies focused on broad reach. The open marketplace means less control over ad placement and more competition.

Future Trends in Programmatic Advertising

Artificial intelligence and machine learning are set to redefine programmatic advertising. These technologies will drive hyper-personalization and predictive optimization. The shift away from third-party cookies will also accelerate the adoption of first-party data strategies.

The expansion into new channels like connected TV (CTV) and audio will continue to grow. This creates new opportunities for cross-device campaigns. Concurrently, the industry is pushing for greater supply chain transparency to combat fraud and improve brand safety.

Best Practices for Programmatic Advertising

To maximize your return on investment, adopt a strategic approach. This involves leveraging data-driven insights and continuously optimizing campaigns for performance.

  • Targeting: Utilize first-party data and advanced options to reach the right audience at the right time. Employ cross-device strategies to connect with users across multiple touchpoints, from awareness to conversion.
  • Vigilance: Continuously monitor campaign performance and costs, as niche audiences can be more expensive. Mitigate risks like ad fraud by carefully selecting reputable platforms and partners to protect your investment.

Frequently Asked Questions about Programmatic Advertising

How is brand safety managed in programmatic campaigns?

Brand safety is managed using tools like blocklists, allowlists, and contextual targeting to ensure ads appear alongside appropriate content. Working with reputable platforms is also crucial for maintaining control and protecting your brand's reputation.

Can programmatic advertising work without third-party cookies?

Yes. The industry is adapting by shifting to first-party data, contextual targeting, and other privacy-safe identifiers. These methods allow for effective audience targeting while respecting user privacy, ensuring campaigns can perform well in a cookieless future.

Is programmatic advertising only suitable for large companies?

Not at all. While powerful for large-scale campaigns, programmatic is accessible to businesses of all sizes. Self-serve platforms offer flexible budget options, allowing smaller companies to run highly targeted and cost-effective campaigns without a massive initial investment.

Other terms

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Proof of Concept

A Proof of Concept (PoC) is a small exercise to test whether a business idea or project is technically feasible and has real-world potential.

Proof of Concept

Net 30

Net 30 is a common payment term where a client has 30 calendar days from the invoice date to pay for goods or services in full.

Net 30

B2B Marketing Channels

Learn about B2B marketing channels, including maximizing B2B channel effectiveness, & exploring digital vs. traditional channels.

B2B Marketing Channels

Digital Contracts

Digital contracts are legally binding agreements created, signed, and stored electronically, offering a faster, more secure alternative to paper.

Digital Contracts

Sales Pipeline Velocity Formula

Learn about sales pipeline velocity formula, including calculating your sales pipeline velocity, & key components of pipeline velocity.

Sales Pipeline Velocity Formula

Annual Recurring Revenue (ARR)

Annual Recurring Revenue (ARR) is the predictable income a company expects to receive from its customers over a one-year period.

Annual Recurring Revenue (ARR)

Jobs to Be Done Framework

The Jobs to Be Done (JTBD) framework focuses on understanding customer needs by identifying the specific 'job' they are trying to accomplish.

Jobs to Be Done Framework

Brag Book

Learn about brag book, including crafting your outstanding brag book, essential components of a brag book, & brag book vs. resume: unveiling the differences.

Brag Book

B2B Intent Data Providers

Learn about B2B intent data providers, including evaluating intent data quality, leveraging intent data for growth, & B2B intent data: key providers comparison.

B2B Intent Data Providers

Generic Keywords

Generic keywords are broad search terms that lack specific details like brand or location. They attract a wide audience with less specific intent.

Generic Keywords

API

An API (Application Programming Interface) is a software intermediary that allows two applications to talk to each other and exchange information.

API

Demand

Demand is the economic principle describing a consumer's desire and willingness to purchase a specific good or service at a particular price.

Demand

Sales Enablement Platform

Learn about sales enablement platform, including key features of sales enablement platforms, & selecting the right sales enablement platform.

Sales Enablement Platform

Sales Workflows

Learn about sales workflows, including designing optimal sales workflows, & key components of effective sales workflows.

Sales Workflows

Knowledge Base

A knowledge base is a self-serve online library of information about a product, service, department, or topic.

Knowledge Base

Challenger Sales Model

The Challenger Sales Model is a sales approach where reps challenge a customer's thinking by teaching, tailoring, and taking control of the sale.

Challenger Sales Model

Net New Business

Net new business is revenue from customers who have never purchased from your company before. It’s a crucial indicator of sustainable growth.

Net New Business

Customer Retention

Customer retention refers to the strategies and activities a company uses to prevent customer churn and encourage them to continue buying.

Customer Retention

Text message marketing

Learn about text message marketing, including its definition, key benefits, strategies, best practices, compliance tips, and examples of successful campaigns.

Text message marketing

Marketing Play

A marketing play is a repeatable tactic used to achieve a specific marketing goal, like generating leads or driving engagement.

Marketing Play

Bad Leads

Learn about bad leads, including identifying bad leads, warning signs of bad leads, impact of bad leads on sales, & strategies to minimize bad leads.

Bad Leads

Lead Enrichment Software

Lead enrichment software adds crucial data to your leads, like contact info and firmographics, to help you better understand and engage them.

Lead Enrichment Software

Intent-Based Leads

Intent-based leads are potential customers whose online actions—like searches or content engagement—signal a clear interest in buying a solution.

Intent-Based Leads

Account-Based Marketing

Account-Based Marketing (ABM) is a focused B2B strategy where marketing and sales collaborate to target and convert high-value accounts.

Account-Based Marketing

Sales Territory Management

Learn about sales territory management, including strategies for effective territory management, & key benefits of optimizing territories.

Sales Territory Management

Lead Nurturing

Lead nurturing is the process of developing and reinforcing relationships with buyers at every stage of the sales funnel.

Lead Nurturing

Marketing Performance

Marketing performance is the process of measuring a campaign's effectiveness against set goals using key metrics like ROI and conversion rates.

Marketing Performance

CPQ software

CPQ (Configure, Price, Quote) software is a sales tool for creating accurate, configurable quotes for complex products and services.

CPQ software

Ramp Up Time

Ramp-up time is the period a new hire takes to get fully up to speed and become a productive member of your go-to-market team.

Ramp Up Time

Process Builder

Process Builder is a Salesforce automation tool that lets you create 'if/then' business processes with a user-friendly visual interface.

Process Builder

Internal signals

Internal signals are data points from your own systems, like website visits or product usage, that indicate a customer's buying intent.

Internal signals

Sales Partnerships

Learn about sales partnerships, including building effective sales partnerships, types of sales partnership models, benefits of cultivating sales partnership.

Sales Partnerships

Sales Engineer

Learn about sales engineer, including roles and responsibilities of a sales engineer, & becoming a successful sales engineer.

Sales Engineer

Call Analytics

Call analytics is the practice of analyzing phone call data to extract insights, track key metrics, and improve overall business performance.

Call Analytics

Brand Loyalty

Learn about brand loyalty, including how to build brand loyalty, benefits of brand loyalty, measuring brand loyalty, & strategies for increasing loyalty.

Brand Loyalty

Average Revenue per Account

Average Revenue per Account (ARPA) is the average revenue generated from each customer account, usually measured on a monthly or annual basis.

Average Revenue per Account

Lead List

A lead list is a curated database of potential customers (leads) with contact information and other key data for sales and marketing outreach.

Lead List

Contract Management

Contract management is the process of creating, executing, and analyzing contracts to maximize performance and minimize financial risk.

Contract Management

Trade Shows

Learn about trade shows, including maximizing your trade show impact, & trade show vs. virtual expos: understanding the difference.

Trade Shows

Sales Velocity

Learn about sales velocity, including calculating sales velocity, key drivers of sales velocity, boosting your sales velocity, and sales velocity vs. sales v.

Sales Velocity

B2B Intent Data

Learn about B2B intent data, including how B2B intent data enhances sales strategies, sources of B2B intent data, leveraging B2B intent data for competitiveness.

B2B Intent Data

Performance Plan

A performance plan is a formal document outlining an employee's goals, expectations, and metrics for success over a specific period.

Performance Plan

Letter of Intent

A Letter of Intent (LOI) is a document declaring the preliminary commitment of one party to do business with another, outlining the chief terms.

Letter of Intent

Personalization in Sales

Personalization in sales means tailoring outreach to a prospect's specific needs, interests, and context to make communication more relevant.

Personalization in Sales

Account View Through Rate

Account View-Through Rate (AVTR) is the percentage of target accounts that see an ad and later visit your website without clicking on it.

Account View Through Rate

Process Automation

Process automation uses technology to execute recurring tasks or processes, replacing manual effort to cut costs and boost efficiency.

Process Automation

Lead Generation

Lead generation is the process of identifying and cultivating potential customers for a business's products or services.

Lead Generation

Day Sales Outstanding

Day Sales Outstanding (DSO) is a financial ratio that shows the average number of days it takes for a company to receive payment for a sale.

Day Sales Outstanding

On-premise CRM

An on-premise CRM is a system hosted on a company's own servers, offering complete control over data, security, and system maintenance.

On-premise CRM

Sentiment Analysis

Learn about sentiment analysis, including how sentiment analysis works, benefits of sentiment analysis, common uses in sales, & implementing sentiment analysis.

Sentiment Analysis

Lead Response Time

Lead response time is the duration between a potential customer showing interest and your team's first point of contact with them.

Lead Response Time

Vertical Market

Learn about vertical market, including identifying your vertical market, advantages of targeting vertical markets, & vertical vs. horizontal markets.

Vertical Market

Product Recommendations

Product recommendations are a marketing strategy that uses customer data to suggest relevant products, boosting sales and customer engagement.

Product Recommendations

Data-Driven Marketing

Data-driven marketing uses customer data to inform marketing decisions, optimize campaigns, and deliver personalized experiences to consumers.

Data-Driven Marketing

Latency

Latency is the delay between a user's action and a system's response. It's the time it takes for a data packet to travel to its destination.

Latency

Value Statement

Learn about value statement, including crafting your value statement, key components of a value statement, & value statements vs. mission statements.

Value Statement

Data Mining

Data mining is the process of discovering patterns, trends, and useful information from large datasets to make better business decisions.

Data Mining

Competitive Landscape

A competitive landscape is an analysis of your direct and indirect competitors, revealing their strengths, weaknesses, and market positioning.

Competitive Landscape

Payment Processors

Payment processors are companies that handle card transactions, connecting merchants with the banks needed to complete a sale.

Payment Processors

Real-time Data

Real-time data is information processed and made available almost instantaneously, enabling immediate analysis and decision-making.

Real-time Data

Competitive Analysis

Competitive analysis means identifying your rivals and assessing their strategies to pinpoint your own business's strengths and weaknesses.

Competitive Analysis

Website Visitor Tracking

Learn about website visitor tracking, including benefits of website visitor tracking, key metrics to monitor, & implementing visitor tracking ethically.

Website Visitor Tracking

Email Cadence

An email cadence is a scheduled sequence of emails sent to prospects over a specific period to nurture leads and drive engagement.

Email Cadence

Dark Funnel

The Dark Funnel describes customer buying activities that are untrackable by companies, such as private chats and word-of-mouth referrals.

Dark Funnel

Predictive Lead Generation

Predictive lead generation uses data and AI to find prospects most likely to buy, helping teams focus their efforts on high-value leads.

Predictive Lead Generation

DevOps

DevOps is a culture and set of practices that merges software development (Dev) and IT operations (Ops) to shorten development cycles.

DevOps

High Availability

High availability (HA) describes a system's capacity to function continuously with minimal downtime, ensuring consistent operational performance.

High Availability

Buying Cycle

The buying cycle is the journey a customer takes from first realizing they have a need to making the final purchase decision.

Buying Cycle

X-Sell

Learn about X-sell, including benefits of X-selling, strategies for successful X-selling, & X-sell vs. up-sell: understanding the difference.

X-Sell

Sandboxes

Learn about sandboxes, including understanding sandbox environments, creating effective sandboxes, benefits of using sandboxes, & sandbox best practices.

Sandboxes

Artificial Intelligence in Sales

AI in sales uses smart technology to automate repetitive tasks, analyze customer data, and help sales reps close deals more efficiently.

Artificial Intelligence in Sales

Account Development Representative

An Account Development Representative (ADR) identifies and qualifies new business opportunities, creating a pipeline for account executives.

Account Development Representative

Sales Qualified Lead

Learn about sales qualified lead, including identifying sales qualified leads, criteria for sales qualified lead, transitioning leads to sales qualified s.

Sales Qualified Lead

Request for Quotation

A Request for Quotation (RFQ) is a document that a company sends to one or more suppliers to get a quote for specific products or services.

Request for Quotation

Account-Based Analytics

Account-Based Analytics measures engagement and impact across target accounts, not just individual leads, to guide B2B sales and marketing efforts.

Account-Based Analytics

Omnichannel Sales

Omnichannel sales is a strategy that integrates all physical and digital sales channels to create a seamless, unified customer experience.

Omnichannel Sales

Infrastructure as a Service

Infrastructure as a Service (IaaS) is a cloud computing service that offers essential compute, storage, and networking resources on-demand.

Infrastructure as a Service

Sales Coach

A sales coach is a mentor who trains and guides sales reps to enhance their skills, boost performance, and ultimately close more deals effectively.

Sales Coach

Customer Data Management (CDM)

Customer Data Management (CDM) is the process of collecting, organizing, and analyzing customer data to create a unified view of your audience.

Customer Data Management (CDM)

FAB Technique

The FAB technique is a sales framework connecting product features to advantages and then to the specific benefits for the customer.

FAB Technique

Business Continuity

Learn about business continuity, including understanding key components, steps to ensure continuity, common challenges, & best practices.

Business Continuity

Email Verification

Email verification is the process of confirming that an email address is valid and deliverable, which helps improve campaign performance.

Email Verification

Marketing Attribution

Marketing attribution is the process of identifying which touchpoints contribute to a conversion and assigning value to each of them.

Marketing Attribution

Outbound Sales

Outbound sales is when reps proactively contact potential customers through cold calls or emails to generate leads and build a sales pipeline.

Outbound Sales

Field Sales Rep

A field sales representative, or outside sales rep, travels to meet prospects in person, selling products or services directly within their territory.

Field Sales Rep

End of Quarter

“End of Quarter” (EOQ) refers to the final weeks of a business quarter when sales teams rush to meet quotas, often leading to a flurry of deals.

End of Quarter

Buyer Intent

Learn about buyer intent, including understanding buyer intent signals, strategies to capture buyer intent, & buyer intent vs. customer interest.

Buyer Intent

Salesforce Administrator

Learn about salesforce administrator, including the role of a salesforce administrator, & key responsibilities of salesforce administrators.

Salesforce Administrator

Consultative Selling

Consultative selling is an approach where salespeople act as expert advisors, diagnosing customer needs to provide the most suitable solutions.

Consultative Selling

Expansion Revenue

Expansion revenue is the extra money a business makes from its current customers via upgrades, new products, or additional services.

Expansion Revenue

Awareness Buying Stage

The awareness stage is the first step in the buyer's journey, where a potential customer realizes they have a problem or an opportunity to explore.

Awareness Buying Stage

Messaging Strategy

A messaging strategy defines what your brand says, how it says it, and where it says it to connect effectively with your target audience.

Messaging Strategy

Cost Per Impression

Cost Per Impression (CPI) is the price an advertiser pays for each time their ad is displayed to a user, irrespective of clicks.

Cost Per Impression

Account-Based Sales

Account-Based Sales (ABS) is a focused B2B strategy where sales and marketing teams treat high-value accounts as individual markets of one.

Account-Based Sales

Enterprise Resource Planning

Enterprise Resource Planning (ERP) is a system of integrated software that businesses use to manage and automate their core day-to-day processes.

Enterprise Resource Planning

User Interface

Learn about user interface, including designing an effective user interface, key elements of user interface, & user interface vs. user experience.

User Interface

Break-Even

Learn about break-even, including calculating your break-even point, importance of break-even analysis, & break-even analysis vs. profit margins.

Break-Even

B2B Data Enrichment

Learn about B2B data enrichment, including benefits of B2B data enrichment, implementing B2B data enrichment strategies, B2B data enrichment vs. data cleaning.

B2B Data Enrichment

Gamification

Gamification applies game mechanics like points, badges, and leaderboards to non-game activities to boost engagement and motivate users.

Gamification

Spiff

Learn about spiff, including implementing spiff programs effectively, spiff programs vs. standard commissions, & key components of successful spiffs.

Spiff