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Benefits Programmatic Advertising
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BENEFITS OF PROGRAMMATIC ADVERTISING

Benefits of the Programmatic Advertising - Advant Technology

Table of Contents

Programmatic Advertising: Transparency, Real-Time Stats

Benefits of the Programmatic Advertising – Advant Technology[/caption]

Programmatic advertising has been for many years been a medium to buy advertising online, however, in the past couple of years we’ve seen the growth of programmatic for offline advertising like Digital Out of Home and this is only set to increase.

For the purposes of this article, we’ll be focusing on online programmatic advertising which is defined by DIGIDAY as:

“the use of software to purchase digital advertising, as opposed to the traditional process that involves RFPs, human negotiations, and manual insertion orders.”  It’s using machines to buy ads, basically.

Four Benefits of Programmatic Advertising - Advant Technology
Four Benefits of Programmatic Advertising – Advant Technology

Now we know what it is, let’s explore the benefits:

Transparency

Programmatic advertising does have it’s bad players and there are people out there who want to game the system, but on the whole programmatic advertising does allow advertisers to see exactly where their ads are being placed, on which sites/apps and the performance of each placement and whether those ads are viewable.

Real-Time Measurement

Understanding how your campaign is performing in real-time is a real joy, no more waiting around for weeks on end to see the effects of your advertising or waiting for your agency to provide laggard reports. Real-time measurement allows you to see key data 24 hours a day (if you’re that keen). Here is a full list of the metrics you can export from DV360 right now! As you can imagine a huge amount of data is generated so it’s key you focus on the metrics that matter to your campaign, shameless plug, we can help you with that!

  • Begin to Render Eligible Impressions
  • Begin to Render Impressions
  • Billable Impressions
  • Click Rate (CTR)
  • Clicks
  • CM Post-Click Revenue
  • CM Post-View Revenue
  • Engagement Rate
  • Engagements
  • First-Quartile Views (Video)
  • Midpoint Views (Video)
  • Third-Quartile Views (Video)
  • Complete Views (Video)
  • Impressions
  • Media Cost
  • Post-Click Conversions
  • Post-View Conversions
  • Revenue
  • Total Conversions
  • Total Media Cost
  • Tracked Ads
  • TrueView: Views
  • Active View: % Audible and Visible at Completion
  • Active View: % Audible and Visible at First Quartile
  • Active View: % Audible and Visible at Midpoint
  • Active View: % Audible and Visible at Start
  • Active View: % Audible and Visible at Third Quartile
  • Active View: % Audible Impressions
  • Active View: % Full-Screen
  • Active View: % Fully On-Screen 2 sec
  • Active View: % In Background
  • Active View: % Measurable Impressions
  • Active View: % of Ad Played
  • Active View: % of Completed Impressions Audible and Visible
  • Active View: % of Completed Impressions Visible
  • Active View: % of First Quartile Impressions Audible and Visible
  • Active View: % of First Quartile Impressions Visible
  • Active View: % of Midpoint Impressions Audible and Visible
  • Active View: % of Midpoint Impressions Visible
  • Active View: % of Third Quartile Impressions Audible and Visible
  • Active View: % of Third Quartile Impressions Visible
  • Active View: % Play Time Audible
  • Active View: % Play Time Audible and Visible
  • Active View: % Play Time Visible
  • Active View: % Viewable Impressions
  • Active View: % Visible 10 Seconds
  • Active View: % Visible at Completion
  • Active View: % Visible at First Quartile
  • Active View: % Visible at Midpoint
  • Active View: % Visible at Start
  • Active View: % Visible at Third Quartile
  • Active View: Audible & Fully On-Screen for Half of Duration (15 sec. cap) Impressions
  • Active View: Audible & Fully On-Screen for Half of Duration (15 sec. cap) Measurable Impressions
  • Active View: Audible & Fully On-Screen for Half of Duration (15 sec. cap) Rate
  • Active View: Audible & Fully On-Screen for Half of Duration (TrueView) Impressions
  • Active View: Audible & Fully On-Screen for Half of Duration (TrueView) Measurable Impressions
  • Active View: Audible & Fully On-Screen for Half of Duration (TrueView) Rate
  • Active View: Average Viewable Time (Seconds)
  • Active View: Custom Metric Measurable Impressions
  • Active View: Custom Metric Viewable Impressions
  • Active View: Custom Metric Viewable Rate
  • Active View: Eligible Impressions
  • Active View: Impression Distribution (Not Measurable)
  • Active View: Impression Distribution (Not Viewable)
  • Active View: Impression Distribution (Viewable)
  • Active View: Impressions Audible and Visible at Completion
  • Active View: Impressions Visible 10 Seconds
  • Active View: Measurable Impressions
  • Active View: Not Measurable Impressions
  • Active View: Not Viewable Impressions
  • Active View: Viewable Impressions
  • % Clicks Leading to Conversions
  • % Impressions Leading to Conversions
  • Audio Client Cost eCPCL
  • Audio Revenue eCPCL
  • Client Cost
  • Client Cost eCPA
  • Client Cost eCPA (PC)
  • Client Cost eCPA (PV)
  • Client Cost eCPC
  • Client Cost eCPM
  • Client Cost Viewable eCPM
  • CM Post-Click Revenue
  • CM Post-Click Revenue + Cross-Environment
  • CM Post-View Revenue
  • CM Post-View Revenue + Cross-Environment
  • Conversions per 1000 Impressions
  • Gmail Conversions
  • Gmail Post-Click Conversions
  • Gmail Post-View Conversions
  • Post-Click Conversions
  • Post-Click Conversions + Cross-Environment
  • Post-View Conversions
  • Post-View Conversions + Cross-Environment
  • Revenue
  • Revenue eCPA
  • Revenue eCPA (PC)
  • Revenue eCPA (PV)
  • Revenue eCPC
  • Revenue eCPM
  • Revenue Viewable eCPM
  • Total Conversions
  • Total Conversions + Cross-Environment
  • Video Client Cost eCPCV
  • Video Revenue eCPCV
  • AdLingo Fee
  • Adloox Fee
  • Adloox Pre-Bid Fee
  • Adsafe Fee
  • AdXpose Fee
  • Agency Trading Desk Fee
  • Aggregate Knowledge Fee
  • Billable Cost
  • comScore vCE in DoubleClick Fee
  • Data Fees
  • Data Management Platform Fee
  • DoubleVerify Fee
  • DoubleVerify Pre-Bid Fee
  • Evidon Fee
  • Integral Ad Science Pre-Bid Fee
  • Integral Ad Science Video Fee
  • MediaCost Data Fee
  • MOAT Video Fee
  • Nielsen Digital Ad Ratings Fee
  • Platform Fee
  • Platform Fee Rate
  • Premium Fee
  • ShopLocal Fee
  • Teracent Fee
  • Third-Party Ad Server Fee
  • TrustMetrics Fee
  • Vizu Fee
  • Audio Mutes (Audio)
  • Audio Unmutes (Audio)
  • Companion Clicks (Audio)
  • Companion Impressions (Audio)
  • Complete Listens (Audio)
  • First-Quartile (Audio)
  • Midpoint (Audio)
  • Pauses (Audio)
  • Starts (Audio)
  • Stops (Audio)
  • Third-Quartile (Audio)
  • Companion Clicks (Video)
  • Companion Impressions (Video)
  • Skips (Video)
  • General Invalid Traffic (GIVT) Begin to Render Impressions
  • General Invalid Traffic (GIVT) Clicks
  • General Invalid Traffic (GIVT) Impressions
  • Invalid Clicks
  • Invalid Impressions
  • Invalid Active View Eligible Impressions
  • Invalid Active View Measurable Impressions
  • Invalid Active View Viewable Impressions
  • General Invalid Traffic (GIVT) Active View Eligible Impressions
  • General Invalid Traffic (GIVT) Active View Measurable Impressions
  • General Invalid Traffic (GIVT) Active View Viewable Impressions
  • General Invalid Traffic (GIVT) Tracked Ads
  • Invalid Begin to Render Impressions
  • Invalid Tracked Ads
  • TrueView: General Invalid Traffic (GIVT) Views
  • TrueView: Invalid Views
  • Audio Media Cost eCPCL
  • Media Cost
  • Media Cost eCPA
  • Media Cost eCPA (PC)
  • Media Cost eCPA (PV)
  • Media Cost eCPC
  • Media Cost eCPM
  • Media Cost Viewable eCPM
  • Total Audio Media Cost eCPCL
  • Total Media Cost
  • Total Media Cost eCPA
  • Total Media Cost eCPA (PC)
  • Total Media Cost eCPA (PV)
  • Total Media Cost eCPC
  • Total Media Cost eCPM
  • Total Media Cost Viewable eCPM
  • Total Video Media Cost eCPCV
  • Video Media Cost eCPCV
  • Profit
  • Profit eCPM
  • Profit Margin
  • Profit Viewable eCPM
  • Programmatic Guaranteed impressions passed due to frequency
  • Programmatic Guaranteed savings re-invested due to frequency
  • Refund Billable Cost
  • Refund Media Cost
  • Refund Platform Fee
  • Audio Mutes (Video)
  • Audio Unmutes (Video)
  • Average Display Time
  • Average Interaction Time
  • Completion Rate (Audio)
  • Completion Rate (Video)
  • Counters
  • Exits
  • Expansions
  • First-Quartile Views (Video)
  • Midpoint Views (Video)
  • Third-Quartile Views (Video)
  • Complete Views (Video)
  • Fullscreens (Video)
  • Interactive Impressions
  • Pauses (Video)
  • Rich Media Engagements
  • Scrolls
  • Starts (Video)
  • Timers
  • Total Display Time
  • Total Interaction Time
  • TrueView: Views
  • Verifiable Impressions
Programmatic Advertising Definition - Advant Technology
Programmatic Advertising Definition – Advant Technology

Efficiency

By reducing the human friction points of buying and selling advertising efficiencies can be gained. Less paper shuffling and more action! We can gain efficiency beyond just automation though, with so much data to hand, being available in real time, campaigns can be optimised and machine learning applied in order to increase the ROI on your campaigns. Here at Advant Technology optimisation is our mantra, so we’re constantly assessing and analysing data to improve ROI for our clients.

Targeting

We’ve explored targeting in a bit more detail in this post, in short though, rather than the old spray and pray method of advertising, programmatic allows you to be ultra-targeted pinpointing only those most likely to buy your products or services. The many targeting parameters available within a DSP help you pick and choose from the billions of impressions available across the real-time bidding ecosystem.

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Ben Myers

Ben Myers, CEO of Advant Technology. Programmatic advertising expert and all round digital strategist. Globe trotter, food fanatic, cocktail maker, car crazy, that's Ben. London born n bread, it was here where he gritted his teeth in the advertising world starting at Videojug.com and then moving onto Teads where he drove sales, publisher growth and ad operations. A regular speaker at trade events around the globe. Passionate about helping brands achieve their goals through digital advertising.
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Market & Structure Tool

Advant Technology — LinkedIn Ads for Enterprise Technology

Which markets change your campaign, and how

A working companion to the multi-market playbook. Explore what actually differs between the UK, US, DACH and APAC — or answer four questions to see whether your account list needs one campaign structure or several.

United Kingdom

UK
Message-based formats
Available

Outside the EU/EEA/Switzerland exclusion since Brexit, so Conversation Ads (successor to Message Ads) are not caught by the EU restriction that applies to Germany.

Governing regime

UK GDPR. Standard UK GDPR employee-data handling applies; no equivalent to Germany's works-council co-determination layer.

Decision culture

Closer to US pace. Single decision-maker with committee sign-off is common; buying-group validation is typically faster than DACH.

Localization

English-native. No localisation tax on creative or landing pages for UK-only targeting.

United States

US
Message-based formats
Available

Conversation Ads run without the EU/EEA/Switzerland restriction.

Governing regime

CCPA / CPRA. California's B2B and employee-data exemptions expired 1 Jan 2023 (AB 25 / AB 1355 / AB 1281 not renewed). Business-contact data in ABM lists touching California residents is now in scope.

Decision culture

Fast-moving, champion-led. Often an internal champion drives the process with executive sign-off, rather than slower group consensus.

Localization

English-native. Tone and proof points differ from UK (ROI framing, case-study style) but no language barrier.

Germany-led DACH

DACH
Message-based formats
Unavailable in EU/EEA/CH

Following a Nov 2021 CJEU ruling that native inbox advertising needs direct-marketing consent under the ePrivacy framework, LinkedIn stopped EU-targeted Message/Conversation Ads (new campaigns blocked 15 Dec 2021, existing ones suspended 10 Jan 2022).

Governing regime

GDPR + BDSG. Germany's Federal Data Protection Act adds works-council (Betriebsrat) co-determination rights over some employee-data processing. A works agreement cannot itself legitimate otherwise-inadmissible processing (German court ruling reported Jan 2025).

Decision culture

Consensus-driven. Formal sign-off and longer internal validation typically precede commercial conversations — plan reporting windows accordingly.

Localization

German materially outperforms English. True below enterprise-only accounts; enterprise buying groups are more English-tolerant, but mid-market is not.

Singapore-led APAC

APAC
Message-based formats
Confirm in Campaign Manager

Singapore sits outside the EU/EEA/Switzerland exclusion, so formats are presumed available — but coverage isn't centrally documented by geography, so verify before planning.

Governing regime

PDPA (Singapore). A distinct consent-and-purpose-limitation regime, not equivalent to GDPR. Treat as its own compliance track, not a GDPR analogue.

Decision culture

Not representative of wider APAC. Singapore is English-language and Western-business-norm-adjacent; this does not extend to Japan, Korea or Greater China buying culture.

Localization

English viable — for Singapore only. Do not treat English-only creative as a proxy for the rest of APAC if the account list extends beyond Singapore/Hong Kong hubs.

Decision-culture notes are directional, not universal — treat as a planning prior, not a rule for every account.

Is the target account list evaluated by one centralised, cross-border buying committee, or by in-market/regional committees?

Does the plan rely on message-based formats (Conversation Ads) in any EU/EEA/Switzerland market?

Does language localisation materially change conversion quality in at least one target market (e.g. DACH below enterprise, or APAC beyond Singapore/Hong Kong)?

Is your target-account list in every market comfortably above LinkedIn's practical minimum audience size (commonly cited around 300)?

Recommendation

Answer the questions above

Select one answer for each question to see the recommendation.

Recommendation

A unified structure fits your answers

Your account list is centrally decided, doesn't depend on a restricted message format, and localisation isn't a material factor — the exception case for a single, unified campaign structure.

  • None of the market-splitting triggers apply — re-check this if your account list or market mix changes.

Recommendation

Split by market: separate campaign groups, budgets and thresholds

At least one structural factor makes a shared template unreliable across your markets.

  • Regional buying committees mean each market is a separate decision unit — a shared campaign group would blend distinct audiences.
  • A message-format plan cannot run as one structure if it includes an EU/EEA/Switzerland market — Conversation Ads aren't available there, so at minimum that market needs a different format mix.
  • Where localisation changes conversion quality, a shared budget and qualification threshold will misread the localised market's real performance.
  • At least one market may sit below the practical minimum audience size — consider folding that market into a regional structure rather than giving it a standalone campaign group.
  • Check each market's target-account list against LinkedIn's minimum audience guidance before finalising how many standalone campaign groups to build.
Built from the claim ledger behind LinkedIn Ads for Enterprise Technology: A Multi-Market Demand Generation Playbook . Two items (EU/EEA/Switzerland message-format restriction, ~300-account audience floor) are corroborated across independent sources but not verified against LinkedIn's own current help pages — confirm both in Campaign Manager before final budget commitment. Last reviewed 14 August 2026.

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