Guide Programmatic

The Complete Guide to Understanding Programmatic Digital Advertising​

The Complete Guide to Understanding Programmatic Digital Advertising

The world of online advertising is changing rapidly. There are new technologies that are emerging every day to give marketers more ways to target their potential customers through the buying of ad space.

One of the most well-known techniques is programmatic advertising, which uses technology to deliver ads automatically based on a number of different factors, including location, time, and browsing history.

If you’re not familiar with programmatic advertising yet, this guide will help you understand what it is and how it can benefit your business.

Digital marketing experts need to understand so many audience touch points. Buying advertising space is not as simple as it once was. The automated buying process of programmatic advertising is a response to this complexity.

Programmatic Advertising Explained

The first step in understanding programmatic marketing is learning about its definition – what exactly does “programmatic” mean?

To put it simply, programmatic means using automated software or algorithms to make decisions quickly and efficiently.

In digital advertising, programmatic means using technology to deliver ads automatically based on a number of different factors, including but not limited to location, time, and browsing history.

With programmatic marketing, you can reach out to individuals who are already interested in your product or service without having to pay for broad advertisements that may not necessarily be relevant to your target audience, aka in-market audiences. 

Programmatic advertising is a complex sub-section of digital advertising, which is why most programmatic ad spend is transacted by programmatic agencies.


What is a programmatic agency?

Since most programmatic is traded by agencies, let’s define what a programmatic agency is. They are normally responsible for the entire programmatic process on behalf of the advertiser. From planning programmatic advertising campaigns to strategy to trafficking and buying ad space, a good programmatic agency will take care of everything for you.

They should have a deep understanding of the different programmatic advertising technology platforms in the programmatic ecosystem so that they can offer you the best advice when it comes to your campaign goals.

Benefits of Programmatic Advertising for Businesses

Targeting potential customers using programmatic advertising is extremely efficient because it uses data to target the right individuals.

When executed correctly, programmatic advertising can lead to higher click-through rates (CTRs) and conversion rates, as well as increased brand awareness.

Programmatic ad buying benefits also include improved efficiency and automation, better creative optimization for performance based on data collection and analysis as well as more transparent reporting.

Who Should Use Programmatic Marketing? 

Programmatic media buying is ideal for advertisers who want to run targeted campaigns and reach their target audience quickly and efficiently.

However, it’s important to note that programmatic marketing is not a one-size-fits-all solution – it requires significant technical know-how in order to be executed properly.

If you’re not familiar with programmatic advertising or don’t have the resources to execute a programmatic campaign yourself, it’s best to leave it to the ad-buying experts. A good programmatic agency will be able to help you take advantage of all the benefits that programmatic advertising has to offer.

What are the main components of programmatic?

The next step in understanding how programmatic advertising works is learning about the main parts that make up this type of digital marketing:

  • A supply-side platform, or (SSP), is a technology platform that allows publishers to sell ad inventory directly to advertisers and agencies.
  • A demand-side platform (DSP) is a form of internet advertising technology that provides bid management systems for marketers to buy advertising inventory programmatically.
  • Ad exchanges are a platform for advertisers and publishers to interact with each other using real-time bidding. An ad exchange is responsible for the mediation of matching bids and requests as well as reporting on delivery statistics.
  • Real-time bidding (RTB) is a real-time auction system. In RTB, the highest bid wins and inventory is sold on an impression-by-impression basis as opposed to being sold in advance or through some other prearranged means of purchase.
  • Data management platforms (DMPs) are used by marketers to collect, organize and activate customer audience data. They allow for the activation of first party data (data that is collected directly from customers), as well as the buying and selling of third-party data.
  • Private exchanges are ad marketplaces made up of advertisers and publishers that operate independently from the open ad market. Using private exchanges, brands can select audiences they wish to reach using their own data.
  • Ad Servers are technology solutions that help to serve ads to web pages, mobile apps, and other digital media. They provide a way for ad agencies and advertisers to manage their advertising campaigns, as well as measure their effectiveness.
  • Programmatic direct enables marketers to buy media from publishers directly using technology.
  • Ad Tags are snippets of code that are placed on web pages that allow marketers to track the number of times an ad is viewed or clicked, as well as other interactions, they are served through an ad server.
  • Header bidding is a process that allows publishers to offer inventory to multiple ad exchanges simultaneously before making a call to their ad server. This improves the chances of getting the highest bid for the inventory.

What is an example of programmatic marketing?

Check out some of our work for many case studies and examples of programmatic ads.

Is Google Ads programmatic?

Programmatic is not just one system. It’s an umbrella term that describes many different types of systems, including but not limited to RTB (real time bidding). Google Ads is not an example of RTB, but it is a programmatic system. The Google Ad exchange is an example of an ad exchange its main competitor is Xandr.

Should I buy from an ad network?

Ad networks are still a big component of programmatic advertising, they group publisher inventory and instead of selling to media agencies directly, they offer their inventory into supply side platforms, which then sell that inventory into the programmatic advertising ecosystem.

What is the difference between programmatic and traditional advertising?

The main difference between programmatic and traditional digital marketing is the use of technology in programmatic to automate human tasks.

How are machine learning and artificial intelligence used in programmatic advertising?

Machine learning and artificial intelligence are used in programmatic advertising to optimize campaigns, target audiences, and personalize ads. They help to automate the decision-making process by making predictions about future events.

For example, they can predict whether or not a user is likely to click on an ad. Machine learning gathers data and “learns” from it, while artificial intelligence applies human-like cognitive functions to that data.

What are the popular programmatic advertising platforms?

Key programmatic technology platforms include:

Google DV360 – A DSP that is a part of the Google Marketing Platform.

Adobe Media Optimizer – A programmatic DSP that is a part of Adobe Advertising Cloud

Xandr – An ad tech company and marketplace that sells and buys ads programmatically on behalf of advertisers and publishers. It

Viant- A digital marketing platform that provides tools to create audiences, build targeted campaigns, use data management platforms (DMPs) to activate first party data.

Each programmatic technology has its advantages and disadvantages. When choosing a programmatic platform, make sure to review all of your options and consider your specific needs. A programmatic agency can help you choose the right technology partner.

What are the Main Formats of Programmatic Advertising

Digital Display Advertising – targeted ads that are delivered across many devices in the form of a banner or rich media ad. It is the prevalent form of programmatic advertising.

The benefits of display advertising are that it has a huge scale, and you can communicate a lot of information in s small space through multiple frames of your ad. Generally, you have up to 15s but make sure your ad is catchy so people notice it.

Video Advertising – ads that are delivered as pre-roll, mid-roll, or post-roll videos. The benefits of video advertising are that this creative format allows you to tell stories and create immersive experiences; it’s great for branding or awareness campaigns.

Native Advertising – a format of digital advertising that matches the form and function of the environment in which it is delivered. Also huge scale, it feels more natural to the user and makes it less likely to get into issues with ad blockers and banner blindness.

Connected TV Advertising – TV ads that are delivered across over-the-top (OTT) platforms, including Roku players and smart TVs. Connected TV has grown in popularity because it has a high reach because people spend so much time watching TV.

Digital Audio Advertising – a type of programmatic advertising that delivers audio ads to users through their phones, computers, or other devices. The ads can be delivered as pre-roll, mid-roll, or post-roll audio ads, or as banner ads that play audio. They are served in apps such as Spotify.

Programmatic Digital Out of Home Advertising – a type of programmatic advertising that delivers digital ads to users through physical displays, such as billboards and transit shelters. It is a growing sector because it offers location-based targeting capabilities.

How do you Succeed with Programmatic Advertising?

Programmatic advertising is not a “set it and forget it” solution. In order to succeed with programmatic, you need to continuously optimize your campaigns.

This means regularly testing different targeting options, creatives, and bid strategies to find what works best for your business. You also need to ensure that your data is up-to-date and accurate.

Regularly cleaned and aligned customer data will help you achieve better results with programmatic advertising.

Expert knowledge in the digital advertising space will give you a head start, but even the savviest of digital advertising professionals will need to regularly test new strategies and tactics in order to keep up with changing algorithms, regulation changes, and market trends.

To make programmatic advertising work, you should keep a close on campaign analytics to measure their effectiveness and make changes when needed. Set up real-time dashboards, which will help you take action immediately when needed.

Keep an eye on programmatic ad fraud, which is bad for your business and the industry as a whole. You can protect your business from digital ad fraud by working with an ad fraud vendor who will be able to report fraudulent impressions and prevent you from bidding on potentially high-risk impressions.

Lastly, to keep up with the pace of programmatic advertising, you should have a dedicated team in place who can constantly review campaign performance and make changes quickly according to results or use an agency.


What is programmatic advertising in simple words?

Programmatic advertising is the use of technology to automatically deliver advertisements based on a number of different factors, including location, time, and browsing history.

What is direct programmatic advertising?

This is a type of programmatic advertising that allows buyers to purchase ads directly from publishers. It offers more transparency and control over the buying process, but it can also be more expensive than other types of programmatic advertising.

What is an ad exchange?

An ad exchange is a place where buyers and sellers can come together to find each other. It’s a marketplace for advertisers, publishers, and technology companies that work in the programmatic advertising space.

How much does programmatic advertising cost?

Programmatic buying costs will vary depending on the advertiser’s budget. So you can invest as little or as much as you want in a programmatic advertising platform.

What’s next for programmatic advertising?

Programmatic advertising is constantly evolving. The next steps for programmatic include more transparency and better controls for buyers, as well as the development of new technologies that will make the buying process even more efficient.

New formats will emerge, such as out-stream video developed just a few years ago, which will provide new opportunities for advertisers and publishers.

The industry will continue to face challenges from ad fraudsters who are always looking for new ways to exploit the system.

Consumer data and privacy is probably the biggest challenge that the industry will face in the years ahead.

Advertisers and publishers will need to find ways to use data responsibly while also protecting their customers’ privacy. All of these challenges make it an exciting time to be involved in programmatic advertising!

What is programmatic creative?

Programmatic creative is a term that refers to the use of technology to automatically create and serve ads. It can be used for everything from creating simple text-based ads to generating animated videos.

Programmatic creative makes it possible for advertisers to quickly and easily create and test multiple versions of an ad, which helps them find the most effective version faster.

So what exactly is the difference between RTB and programmatic?

Real-time bidding is a type of programmatic advertising that allows buyers to purchase ads through an auction system.

Programmatic is the term used for all types of automated buying, not just RTB.

So programmatic includes both RTB and non-RTB methods like programmatic direct, PMPs or programmatic guaranteed.

Want to learn more about programmatic media buying?

Check out our blog. We have tons of content to help you learn more about programmatic ads.

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Guide Native Programmatic

Getting Started With Programmatic Native Ads on DV360

Getting Started With Programmatic Native Ads on DV360

Programmatic strategies are constantly changing due to emerging formats, product features, and advancements in measurement and KPIs.

Lately, clients have been asking what strategies to consider for the short and long term. 

Today, we are sharing with you the top five strategies our very own programmatic managed service buyers are implementing right now.

What is Google DV360?

Google DV360 is a demand-side platform (DSP) and is part of the Google marketing platform (GMP). It’s an enterprise-level software different from Google ads.

“Google Display & Video 360,” also known as DV360, previously known as Doubleclick or Double Click, is a powerful technology from Google’s marketing platform (GMP). Through a single dashboard, it enables campaign management & media buying across several multimedia channels, such as native, audio, video, display, and CTV.

Google’s machine learning technology powers DV360. It lets marketers work together more easily across teams while maintaining control of their marketing investments, creating faster and smarter marketing.

This article will use DV360 as a reference when learning about an effective way of buying programmatic native ads on the internet across web publishers and apps. However, the principles also apply to other demand-side platforms such as MediaMath, Xandr and The Tradedesk. 

How do you run Google’s Native Ads on DV360?

There are several steps marketers need to follow before they can start running native ads via Google’s platform:

1. First, marketers need to create ads that meet the advertising specifications.

2. Second, marketers should create their first campaign via the DV360 dashboard.

3. Next, select the “Native” placement type for your ads.

4. Once that is done, set up your bids by adding daily or lifetime budgets or using automated, rule-based bidding to optimize ads delivery across different placements.

5. Select the duration of the campaign

6. Ensure you select all the right targeting options so your native ads are displayed to a relevant audience that is likely to purchase your product or service.

7. Select an appropriate bidding optimization. There are several types of bidding optimizations available in DV360. Refer to the following table for more details.

Bidding optimization options available in DV360.

  • CPM Bid Strategy: A bidding optimization that uses a cost-per-thousand impressions (CPM) bid.
  • Flat Bid Strategy: A flat bid strategy sets the maximum price per ad impression based on the total budget for all ads in an ad group or campaign.
  • Target CPA Bidding Strategy: bidding optimization uses a target cost-per-acquisition (CPA) bid.
  • Custom bid strategy is an automated bidding method in DV360 that optimizes the bids by considering various factors like campaign priority, time of day, device type etc. This custom bid strategy can enhance the overall performance of the campaigns. It can provide an edge over other competitors participating in the same auction. This is a data-led approach for advanced advertisers only.

8. The last step marketers need to take is to sit back and watch as Google’s platform takes over, serving your ads across the internet. The best part of running native ads on DV360.

DV360 Main Modules

There are five main modules on DV360. They include campaigns, audiences, creatives, inventory, and insights. Each of these modules plays a unique role and has its own management tools.

#1. Campaign

The campaign module is where advertisers create and also execute cross-channel media campaigns. You can create, monitor, optimize, and plan campaigns.

#2. Audiences

The audience module is where marketers can create and manage their audiences and maintain optimizations based on the reporting module across their campaigns. An experienced programmatic agency, advertiser or individual expert can set up audiences with Google’s tools in the audience module.

#3. Creative

Start creating native ads by uploading an image for your ad. Click on the “Create Native” button and upload an appropriate file or enter text manually using the editor provided below. You can create native ads by customizing both the title and description of your ad.

The format gallery also allows advertisers to browse and find innovative formats and templates to test custom solutions. You can use the campaign manager to host native creative.

#4. Inventory

An inventory module is where experts can discover and manage inventory from top publishers and broadcasters. This section offers the possibility to negotiate deals and explore opportunities in the marketplace.

Google’s DV360 native ads are exceptionally scalable. They are a mixture of remnant inventory and premium, which can be bought through PMPs, programmatic direct and programmatic guaranteed. 

#5. Insights

The insights module allows users to access all the information and metrics needed for their campaigns. Customizable features inside the insight panel allow experts to analyze performance and act on those results.

These are available in easy-to-visualize reports and interactive dashboards. With the new 360s query workspace, you’re able to instantly access all of the data and insights that you need to create superior ad campaigns and first-class user experiences.

We recommend using Google Data Studio, which has a direct connection with Google DV360, allowing you to visualize data quickly and faster, encouraging stakeholders to refer to the data and making informed decisions about campaign optimizations.

Can I run native ads via DV360 on programmatic direct?


Can I run native ads via DV360 on programmatic guaranteed?


Can I run native ads via DV360 via Real-Time-Bidding (RTB)?


List of the programmatic native ad exchanges?

1. Google Exchange

2. Open Exchange (Adhese)

3. Pubmatic 

4. MdotM (Mobfox)

5. Sovrn (Sovrn Holdings Inc.)

6. Smaato

7. Mopub

9. PubMatic

10. Nexage

11. Adyoulike

12. Teads

13. Sharethough

14. Triplelift

15. Taboola

16. MGID

17. OutBrain

What are the advertising specifications for Native ads on Google DV360?

Agencies and media buyers should refer to the following link.

What types of native campaigns can I run on the DSP DV360?

App install

App install ads are a great way to increase your app’s installs.

Traffic campaigns

Traffic ad campaigns are a great way to drive traffic to your website and increase conversions.

Native video

Ads are a great way to tell stories through the power of video.

Can Advant Technology help to run native ads for me?

Yes, this is our bread and butter. We have run hundreds of native ad campaigns and can run native ads on Google DV360 and potentially other native ad tech platforms depending on the objectives of your campaign and the KPI metrics you have set. 

If you don’t know the objectives and KPIs to look at, reach out to our team, and we can develop them in collaboration with you based on your business goals. If you want to run with a different DSP for whatever reason, we can facilitate this for you.

I’m interested in native ads. Does Advant Technology work with advertisers and agencies?

Yes, we work with advertisers directly or via many types of agencies, including

  1. SEO
  2. Creative
  3. Traditional Media Buying agencies / Offline Media Agencies
  4. PPC agencies
  5. Social media agencies
  6. PR agencies
  7. Full-service agencies
  8. Branding
  9. Influencer
  10. We even partner with other programmatic agencies


The possibilities for digital marketing are endless. What is your business goal? Do you want to generate more leads, convert more visitors into customers, or increase the average lifetime value of customers?

Getting started with programmatic native ads on DV360 isn’t so tasking once you know what it’s all about. However, delivering profitable advertising and returning a positive ROI with programmatic isn’t easy to do well. 

We hope this article was useful but if at the end of reading this you need help, consider hiring a marketing agency that allows you to obtain all of the value offered by DV360. You will be one step closer to delivering faster and smarter marketing campaigns.

Let our team of international media buying and planning experts help you deliver.

Free Paid Media Review

We are a world-class programmatic marketing agency that can generate more sales and leads for you. Leave your email address, we will contact you for your free paid media review.

B2B Blog Guide

Ultimate Guide To B2B Programmatic Advertising

Ultimate Guide To B2B Programmatic Advertising

Are you a B2B Marketer wanting to learn more about how programmatic advertising can reach your highly niche target audience?

Perhaps your not quite seeing the returns you need with Google Ads and LinkedIn?

You’ve come to the right place to learn about how you can place highly relevant ads for your audience through the world of programmatic advertising.

B2B programmatic advertising is a digital marketing process that uses various technologies to deliver ads to business customers faster, more efficiently and with higher potential for return on investment.

The Challenge

To reach their target audience, B2C marketers have been using programmatic advertising techniques for many years, allowing them to develop highly relevant online advertisements and deliver them at scale and cost-efficiently.
Unfortunately, the same cannot be said in B2B advertising, where we still see low or poor adoption of programmatic.

Advant Technology is a B2B programmatic agency that has shown many B2B marketers/agencies how effectively use the medium. We work with both agencies and clients direct.

The challenge we see is that many agencies typically push what they know instead of exploring the boundaries of what’s possible. The truth is programmatic advertising requires a more niche set of skills, and it’s more complex to grasp than LinkedIn, Google Ads and Facebook.

We, as consumers, see search ads all the time and LinkedIn ads all the time, so we naturally build a better understanding of these platforms. So naturally, as a B2B marketer, you lean into using what you feel most comfortable with, what you see and what you know; paid search, LinkedIn etc., CPL demand gen or a contextual takeover on a publisher home page. Sound familiar?

The Opportunity

LinkedIn, Google Ads etc., can be great, but you are probably missing a trick by not incorporating true programmatic advertising.

B2B brand marketers willing to learn about programmatic could see more leads, sales, and increased brand awareness.

How? by leveraging data properly giving you a competitive advantage.
This B2B programmatic guide aims to take you to teach you some of the basics and advanced B2B strategies.

The Background

In a post-pandemic era now more than ever, your audience is turning to a range of digital channels to make purchasing decisions about complex products and services, face to face selling is not as powerful as it once was, and this trend is only becoming exasperated. By digital channels, we mean websites, social media, email, white papers, and third-party resources from Gartner, etc.

As a B2B marketer, increasing your awareness and building trust through these channels is imperative. Programmatic advertising is one of the sharpest, most precise tools for influencing and nurturing leads.

How to run a B2B programmatic Campaign

There are many stages to running an effective campaign that will drive cost-efficient leads that your sales team will love.

Let’s go through the steps and deep dive into each of them.


Goals and objectives

Be clear about what you want to get out from programmatic. Try using SMART Goals, specific, measurable, achievable, relevant and time-bound.

SMART Objectives
SMART Objectives

Map the B2B buyer journey

The B2B buyer journey will be unique to your organisation. By understanding your buyer journey, you’ll be able to identify how programmatic can be used along the journey to influence purchase behaviour. The buyer journey starts typically with problem identification. The user then begins to explore solutions, builds its requirements, and finally makes its selection.

Business customers make decisions by an increasingly larger cohort, meaning you must influence the buyer cohort across a larger group of decision-makers. It would be best to influence the whole audience across the buyer journey, including ensuring you are running lead generation and brand campaigns.

B2B Buyer Journey Example

Define your B2B target audience

Create an audience persona, this will help you think of your customer more humanly, and this information will prove valuable when targeting them. Remember, you need to look at all the decision-makers influencing a purchase, not just the final decisions maker.

  • What are their points?
  • What language do they speak?
  • What companies do they work at?
  • What content do they read on which sites do they spend time?
  • Who are their influencers?
  • What publications do they follow?
  • What language do they speak?
  • Where are they located?
  • What are their job functions?
  • What is their job seniority?
  • What industry do they work in?
  • What are they searching online? Stick to business searches
  • What are their job titles? Ensure you get all variations and look at local market nuance, a director in one country might be a VP in another.

Choose a Technology – Programmatic DSP & Partnerships with DMPs

Once you have defined your target audience, it’s time to start looking at a DSP that will place ads against your ideal target audience. Our media agency tends to use Google DV360, which has access to many B2B data segments.

New partnerships with DMPs need to be formed; the DMP will be the data overlay across your line items in the DSP.

You need to ensure the data partners can integrate with the DSP, and you need to ensure the DSP operates with high volume in the markets you are looking to reach decision-makers.

Check what kind of scale/reach you can run your campaigns. If you’re an advertiser spending millions across your marketing, it probably won’t make sense if you can only spend a few thousand a month in programmatic due to audience restrictions.

If the scale is too small, consider broadening your target audience.
Note most DSPs require around $100k a month in media spend but working with a programmatic agency can give you access to DSP technology at much lower marketing spend investment levels.

Build your creatives

Your creative strategy needs to be based on your audience and buyer journey.

Build your creative strategy and messaging that will resonate with who and what you are trying to influence. Think about the medium needed to convey the message video, display or native. The ad specs will depend on the DSP but here is a good guide.

Display Ads For B2B

When it comes to B2B programmatic advertising, display ads are the most popular format.

Display ads allow advertisers to combine text and graphic elements; suitable for communicating about complex solutions.

The size with the most reach is 300×250. If you are doing a brand awareness campaign, you should consider a 970×250 and a 300×600 which take more screen space and make a more significant brand impact.
If using display, build your ads in html5 or use a tool like as the transition between frames will be much smoother and look more professional than a GIF banner, your prospects will respond better to a well-designed ad.

Video Ads in B2B Advertising

Video ads are an excellent tool for B2B marketing. The formats you need to know are pre-roll and native video/outstream. Keep your video short and to the point.

Native Ads in B2B

The benefit of native adverts (content ads) is that they blend naturally with their surrounding environment on publisher sites. Native advertising has become widely acknowledged as an effective format for B2B because they provide a more authentic form of storytelling than display formats.

Native works well for white papers; CPMs are pretty low, but you can not convey vast amounts of information due to the title and character lengths, so keep the message and call to action simple.

Check out the playbook from IAB to learn more.

Interstitial Ads

You may want to think carefully before using interstitial ads, as they can be pretty invasive.

Setting up campaigns in the DSP

A clear set-up structure will give you greater clarity in your reports, allowing you to make informed optimisation decisions.

Typically the flow will look like this:

  1. Create the advertiser
  2. Export tracking pixels and send them to the web dev team for implementation on your website, who may decide to implement them directly to the page or via a tag management system like Google Tag Manager (GTM) or even Tealium if you subscribe to it. GTM is free, though.
  3. Integrate data from your CRM such as salesforce
  4. Ensure the pixels are firing correctly and collect audiences based on events.
  5. Create a campaign / Insertion order.
  6. Create multiple line items. Each line item should have a unique set of attributes such as targeting, these are your tactics for success. For example, one line item may use contextual targeting based on keywords. Another may use first-party data retargeting, and another may use third-party targeting using Bombora data. Clearly label your line item with a sensible taxonomy/naming convention so you can come back to it later on and see quickly and easily what the attributes were. When you set up 50 line items, you’ll soon see why a logical naming convention is so important.
  7. Define the bidding strategy/algorithms on your line item, you usually have a few options such as maximising; clicks, conversions, viewable impressions, time in view, completion rate, video views at 3 seconds, 10 seconds or completed views.
  8. Assign an ad fraud tool.
  9. Import your creatives assets such as a display ad / native ad.
  10. Submit your ads for approval by the ad exchanges.
  11. Assign your creatives to the line items. You may wish to use multiple ad formats and sizes per line item or have these granularly split out.
  12. Launch / Go live, the moment you have been waiting for!
  13. Reporting, export your report using dimensions and metrics important in achieving your KPIs. Use a reporting API tool that allows you to see the progress and results that have been generated visually.
  14. You must collect enough data before beginning optimisation. Optimise the campaign by adapting creativity, targeting strategies, bidding strategies and infrastructure, creating white lists and black lists, frequency capping or introducing new algorithms from third parties to automate the whole process.
    Having accurate data on board allows you to make more informed decisions with your marketing within this whole process.

Those are the basics of programmatic advertising in B2B. Now let’s look at some of the most effective targeting options that can be utilised;


Launching Campaign DSP
Step-by-Step DSP Launch Process

Those are the basics of programmatic advertising in B2B. Now let’s look at some of the most effective targeting options that can be utilised;

Firmographic Data Targeting

B2B organisations use Firmographic data to understand their target audience better and define the kind of people who should see their online advertising. This includes relevant data such as:

  • Industry sector
  • Status & Structure 
  • Location
  • Size – Revenue, employees etc

B2B Intent Data Targeting

As a marketer, you know that it’s essential to understand your target audience and intent. Successful marketers who use programmatic ads are aware of intent-based factors that can help them align their strategy. Intent data is overlaid on campaigns to reach audiences who are actively showing buying signals against a given topic area related to what you sell. Bombora is one such provider of effective intent data.

Target Account Lists (TAL) Targeting

Directly targeting a group of strategic accounts + usually some job title or function.
Technographic Data Targeting
The Technology Stack of a Business: Technographic Data is a tool for analysing a firm’s technology stack. What hardware and software do they utilise? Which tools and applications are they using? How are they integrating and utilising their various systems and platforms?

Third-party Data Providers?

Let’s check out some of the leading providers:


Can offer more granular targeting than LinkedIn.

Ziff Davis

Offers technology-based audiences in publishing, research and conferences.


The world’s leading source of commercial data on companies, empowering businesses to access trusted insights about their suppliers, competitors and customers.

HG Data

A firm that specialises in developing targeted marketing strategies for the technology buyer market

The death of the third party cookies and changes in Apples privacy policies will affect the scale and quality of B2B data, so it’s recommended to take a first-party first approach.

Combining these data providers and the power and cost-efficiency of programmatic helps us to deliver more qualified leads.

First-Party Data Targeting

The most valuable and impactful data you can use for programmatic advertising is the first-party data you already have in your CRM system. You can target contacts and accounts with this CRM data by first collecting it and labelling it through proper pixel implementation or data match upload.

Types of first-party data activation

  • Submitted a lead on your form
  • Downloaded white-papers and case studies
  • Website visitors
  • People who watched video content on your site
  • Email subscribers
  • People who have attended previous webinars
First Party Data Targeting the wake of the death of the cookie in 2023, advertisers can look to contextual programmatic marketing based on a white list of handpicked sites or based on keywords.

Contextual Targeting

In combination with some of the other methods discussed, contextual targeting allows us to deliver ads in the right environment, so not only are you reaching your audience in terms of job function, job title, company size etc. but also when they are consuming relevant content.

The example below on the left is a contextual ad. It was delivered to all of our technology buyers, targeting only publications that would be relevant to them and even more detailed down to the specific publication’s section they were most likely to read. Here you can see it has been receiving over a 1.3% CTR.

The third example is a technology buyer ad targeted to publications within the technology industry. As already discussed, you can drill down much further here to reach this particular audience. The CTR for these ads was over 1.13% CTR.

B2B Programmatic Advertising FAQs:


What Is Programmatic Advertising?

Programmatic advertising is the automated buying and selling of digital advertising, in contrast to the traditional method that involves human negotiations, it is structured to replace human negotiations with AI-optimization and machine learning.

The aim is to increase transparency and even efficiency for both the advertiser and the publisher. Programmatic advertising has helped to increase media buying efficiency.

What is a Demand Side Platform?

A DSP is a software platform that allows marketers to serve digital advertisements across display, mobile, social, video and native networks. It includes a mixture of automated and manual settings making buying extremely efficient. A DSP connects to publisher inventory through an ad exchange.

Why use a DSP?

A DSP is used to buy ad inventory in real-time from multiple sources, which gives you the ability to control your advertising spend while reaching your target audience using robust data across potentially thousands and thousands of sites.

A DSP can be used to create specific audiences based on actions they’ve taken on your site, such as downloading a white paper; these audiences can then be retargeted. DSPs access ad space inventory from all parts of the world.

What is Account-Based Marketing?

ABM is a strategic approach in which you focus your time and resources on a select group of accounts that are most likely to buy your products or services. In contrast, mass marketing targets all customers within a certain market segment.

With account-based marketing, you want to identify different accounts with potential and then develop a strategy for each.

How do B2B marketers use ABM to help their sales team?

ABM is helpful to “nurture” accounts since it allows you to create personalised campaigns that are relevant for each account’s stage in your sales cycle.

For instance, if an account has already raised its hand, they may be a viable candidate for your services. Using ABM, you would execute a campaign to nurture their interest and show them how you can help them meet their goals.

What is Programmatic Direct?

It is a purchase that’s made directly from a publisher website with negotiation, contracts and tenders going back and forth.

What is Real-time Bidding?

It is the process of buying and selling ads through an open bidding system in an auction-based format where no negotiation is required with the publisher who is selling the ad space via their SSP. Most inventory is bought this way.

What is Programmatic Guaranteed?

Is where there’s a fixed rate agreed upfront with the publisher, this isn’t done via an auction.

What are Private Market Place Deals?

It is a way for advertisers to buy ad inventory that’s not on the open exchange (real-time bidding) it tends to be sold by a publisher or media owner directly with closed access to a select group of buyers and still uses an auction system.

What is a Data Management Platform?

You’ll hear the term DMP thrown around a lot and it means data management platform. A DMP is a technology solution that manages and exchanges data.

It can create audience segments, which can then be used with other ad technology platforms for retargeting or targeting audiences.

Data in B2B advertising has come a long way and it’s without question the main reason why today programmatic B2B can be so powerful.

Should I use LinkedIn and Programmatic at the same time?

The ad ops team at Advant Technology has recently looked into the marriage between programmatic and LinkedIn.

LinkedIn is a powerful channel in a B2B marketers weapons arsenal. LinkedIn advertising is great because it offers you the option to target particular users by country, industry, company size and position title.

LinkedIn advertising has great formats, including the carousel, video, single image and dynamic ads.

The challenge with LinkedIn is that it can be costly. CPMs can creep above $200USD+; at this kind of CPM, you need to get very high engagement rates to achieve a cost-efficient cost per lead.
What an effective cost-efficient cost per lead means to you will vary, so do the math and set your KPIs.

By contrast, programmatic advertising CPMs will be lower, and although CTRs will also be a bit lower in programmatic generally speaking, your effective CPCs should be better, how this translates to leads and revenue is something that probably needs testing. Make sure to use Google UTMs so you can analyse how LinkedIn compares to programmatic campaigns. Google UTMs will allow you to track the performance of a marketing channel by Source/medium within Google Analytics.

How can a B2B programmatic agency help me?

All of this sounds great but complex. I want to get involved, but I don’t have the time, team experience or knowledge. In comes –> programmatic agency –> in comes Advant Technology.

The goal of a programmatic agency is to help the advertiser navigate through all the steps discussed today.

Advant Technology can help with the end to end process for planning and buying for successful B2B programmatic. Contact us here!

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Blog Guide Programmatic

Programmatic Advertising Introduction For Traditional Marketers

Programmatic Advertising Introduction For Traditional Marketers

Are you a traditional marketer who doesn’t really understand programmatic advertising?

Programmatic Advertising Introduction For Traditional Marketers
Programmatic Advertising Introduction For Traditional Marketers

Are you tired of endless acronyms like SSP, DSP and DMPs? Unfortunately, the programmatic advertising ecosystem is full of three-letter acronyms. Perhaps they are designed to scare away old school media folk.

Fear not; this guide will bring you up to speed on what programmatic ad buying is.

This article covers programmatic advertising strategies, how media buying works, and how to step-by-step apply the knowledge into your advertising strategy.

Programmatic advertising isn’t all that new anymore, but it is becoming one of the most valuable strategies for brands and advertisers.

It’s no secret that the digital advertising sector is expanding and developing rapidly. By 2021 programmatic advertising spend will reach 88% of all US digital display ad spend, which accounts for $81 billion according to Emarketer.
While this sector continues to grow, many people might feel behind how this type of advertising works. It pays to be educated on the basics of programmatic ads to avoid falling behind in your marketing.

To get on board with programmatic media buying, you must understand how it differs from traditional digital marketing methods and why it’s so effective.

Here are some insights that may help:

  • Programmatic ad campaigns use data to target customers.
  • Automating buying across hundreds of sites saves brands time and money by eliminating tedious tasks like manually buying on placements or submitting ads to multiple sites at once. In other words, automation helps brands get their ads in front of the right people at the right time.
  • Programmatic ad campaigns also use automation to serve dynamic/personalized content, track engagement rates and capture valuable audience insights.
  • Programmatic ad campaigns are conducted with preset rules to engage viewers, measure campaign performance and optimize budgets in an automated way. This strategy uses historical data to predict how users will engage with ads so marketers can set bidding strategies for desired outcomes.
  • This process also helps brands better reach their target audiences at the beginning of the path to purchase funnel. With programmatic ads, marketers can make changes to their campaigns in real-time. For example, if a brand wants to change an ad’s creative, they can do it instantaneously instead of manually submitting it for approval by humans on multiple sites. They can also automate bidding strategies based on machine learning, track engagement rates and optimize spending accordingly.
  • Bringing all of this to one platform can save marketers a lot of time and resources, which they can then use to focus on areas that will drive innovation for their business.
  • Programmatic advertising is unique because it lets brands advertise across sites without having to do any manual legwork directly with each website; that’s the traditional way, that’s the old way.
  • Advertising technology helps automate processes like targeting audiences, connecting with them, and measuring engagement rates so you can avoid wasting time and money on ads that won’t lead to a sale.

But before we get into the weeds, let’s start at the beginning: what exactly is programmatic advertising?

Programmatic Advertising Definition - Advant Technology
Programmatic Advertising Definition – Advant Technology

What Is Programmatic Advertising?

Programmatic advertising is a digital ad buying method that uses algorithms instead of humans. This strategy uses data, which means you can target users more precisely and measure results more effectively.

The idea behind programmatic advertising is that machines are better at identifying the right audience than people are. We humans may not always choose what’s best for us – but our devices know what we like to read, watch, play, or where we’re likely to visit next better than we do.

Real-time bidding for programmatic advertising - Advant Technology
Real-time bidding for programmatic advertising – Advant Technology

How does Real-Time Bidding (RTB) work?

RTB is a type of programmatic advertising that lets advertisers bid on ad placements according to factors like relevancy, geographical location, and audience demographics through real-time auctions. Auctions take place in less than 0.2 seconds.

Here’s how it works: an advertiser sets criteria for their campaign, including a budget, audience type, time frame, and other preferences. An algorithm then automatically searches for opportunities to display relevant ads to audiences matching these criteria.

These opportunities are auctioned off to the advertiser with the highest bid, who wins based on their preferred criteria. The advert is then published where your audience can view it. A record of this transaction is stored in a data warehouse for reporting/analytics purposes.

This process eliminates tedious tasks like manually buying ads across sites and creates more opportunities for advertisers.

Types of Programmatic Ad formats

Programmatic Display Ads – Banners, static and animate in many shapes and sizes:

This kind of programmatic advertising serves ads on desktop, mobile, and tablet sites based on behavioural targeting, contextual targeting, or geotargeting. Advertisers place bids for ads to be displayed on certain types of content within certain geographical boundaries.

Programmatic Video Ads – Pre-roll, mid-roll, post-roll, in-stream, out-stream
These ads appear in pre-or mid-rolls of videos, gaming content, and other types of digital media such as between articles, but mostly it’s video ads before video content.

Programmatic Native Ads – Text only or text + image
Native ads are often seen as a better fit for brand messages because they look similar to the surrounding editorial content instead of appearing in banners or pop-ups that can be disruptive.

What is a Data Management Platform?

The data management platform (DMP) is a trusted online service that allows marketers to create profiles of users based on their behaviours and interactions with a specific brand or website. Data from a DMP can be used in combination with other parts of the marketing stack, such as your CRM system, ad servers, location-based systems and email service providers to deliver personalized and relevant messages across screens and devices.

Data management platforms (DMPs) are an integral part of the modern marketing arsenal, serving as hubs for data coming from all sources. Over time, marketers have come to rely more and more on their DMPs for new types of insights into their users, and the DMPs themselves have evolved to accommodate the growing expectations.

What is an Ad Exchange?

Ad exchanges are digital marketplaces. They connect publishers and advertisers, allowing them to buy and sell ad space in real-time. Advertisers use an ad exchange to manage the buying and selling of their online advertising through a vast network of web publishers.

Publishers can participate in multiple ad exchanges depending on which types of advertisers they want to attract, which ad formats they are using, and what types of traffic they’re looking for. Think of an ad exchange as the stock market with inventory instead of securities. The most well-known exchanges in the US are Google’s AdX, Chitika, OpenX, Yahoo’s Right Media Exchange (RMX), Sovrn and Appnexus.

What is a Demand Side Platform?

A demand-side platform (DSP) is a technology platform that enables advertisers to manage, optimize and serve digital media buying across all advertising formats.
Demand-side platforms are different to supply-side platforms which, sell inventory through an ad exchange to the DSP through real-time bidding (RTB).

What’s the difference between an ad network and a DSP?

DSPs typically have access to more demand sources; this allows them to be more effective in buying inventory at the best price for an advertiser.

Ad networks are typically only able to place the inventory they sell within their ad server across their network, where DSPs can place ads across many different types of ad servers and demand sources. This allows them to be more effective for advertisers because you’re buying inventory at the best price across all different types of sources through one platform instead of having to go through various advertising networks.

Ad networks typically sell lower-priced inventory, sometimes known as the remnant, where DSPs can buy premium publishers at the best price across all types of ad servers and demand sources. This allows them to be more effective for advertisers because you’re buying higher quality inventory at the best price through one platform rather than going through many networks.

How much does Programmatic Advertising Cost?

The cost is much as you are willing to invest.

In traditional advertising, it would have been hard to spend $0.01, but technically this is possible in programmatic, that’s because you don’t have to commit large spends to buy online ad space. The programmatic ecosystem lets you spend as little or as much as you want. Algorithms help you decide where your dollars are best spent to deliver an effective ad campaign.

There may also be some minimums with the programmatic technology provider.

Most DSPs minimum fees are around $10,000USD monthly or £7000 GBP. In display advertising at an average CPM of $1.50 would generate 6,666,666 impressions.

Human negotiation in the traditional media buying process was a big part of daily life, digital advertising does away with much of that human negotiation.

Programmatic Agency Fees

Typically media agencies will take an 8-15% media optimisation fee.
Media agencies may also charge set up costs and other costs around media planning and developing a programmatic advertising media strategy.

Programmatic media is a complex space, so an excellent programmatic media agency is worth its salt to maximize your ROI. They will help you to specify the right advertising technology infrastructure and ensure ads are served to the right target audience.

Programmatic Advertising for Traditional Marketers Summed Up

Programmatic advertising provides more precision than traditional media buying and gives marketers better insight into their target audiences.

What’s more, implementing a programmatic advertising strategy can help marketers stay ahead of the competition and reach their audience with targeted messages at optimum times, ultimately leading to higher conversions and ROIs.

Programmatic Advertising vs Traditional Advertising - Programmatic Advertising 101 - Advant Technology
Programmatic Advertising vs Traditional Advertising – Programmatic Advertising 101 – Advant Technology

Programmatic advertising

  • Faster workflow due to real-time bidding & programmatic tools
  • Hyper-targeted audience for a better return on investment
  • Automated buying methodology
  • 100% trackable
  • Reduces human effort
  • Transparent
  • Buy ad space through technology

Traditional advertising

  • Low fraud risk
  • Scalable audiences via TV & Outdoor
  • Limited targeting
  • Heavy labour cost due to inefficient workflow
  • A slow and long planning process
  • Buy ad space through humans and manual signature contracts
  • Publisher by publisher planning and purchasing

If you want to learn how programmatic advertising can benefit you, don’t hesitate to get in touch with our team.

We’ll be happy to answer any questions you have about the process and how it could fix many of the problems plaguing your marketing strategy today. Don’t wait! Reach out now so we can start solving these issues together.

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Blog Guide

C-Suite Guide to Global Programmatic Media Advertising

C-Suite Guide to Global Programmatic Media Advertising

Established in 2014, Advant Technology Ltd has worked with some of the largest brands in the world and spent millions of dollars on advertising for its clients. Whilst we only have offices in London, Advant Technology is an international programmatic agency managing global campaigns in the UK. CEO Ben Myers observes changing consumer behaviour and the media strategies that follow it.

C-Suite Guide to Global Programmatic Media Advertising - Programmatic Advertising - Advant Technology
C-Suite Guide to Global Programmatic Media Advertising – Programmatic Advertising – Advant Technology

If you are part of the management team in an international organization and want to learn the hype around this multi-billion dollar industry, this blog post is for you. Fear not. Next time someone at the lunch table throws around phrases like private marketplaces, programmatic direct, demand-side platform or even data management platform, you’ll know exactly what they mean.

So let’s get into it.

Programmatic advertising is the process that determines when, where, and for how much to bid on online ad space. It involves automation technology that makes it possible to buy online media by using algorithms instead of a manual process by humans to determine the value of ad inventory. It does this in real-time via a global bidding landscape, which is why sometimes you’ll hear programmatic being called real-time bidding (RTB).

Most commonly, it includes formats such as video, digital display banners and native but also connected TV, digital audio and out-of-home advertising. Programmatic spending has seen colossal growth globally, no matter the market, which is no surprise given the rise in e-commerce and the ever-growing competitiveness for brands to be more cost-effective in reaching their target audience.

The Global Programmatic Industry

  • A new generation of technologies has made it possible to automate key aspects of the advertising business, including buying and selling advertisements.
  • The concept behind programmatic ads is that they should bring more efficiency into online media buying by eliminating human error and making it possible to place ads with pinpoint precision whilst taking thousands of buying factors into account.
  • Programmatic is a more streamlined approach to media buying than traditional media buying, helping advertisers increase their return on investment, improve ad targeting and streamline their marketing efforts by using automated software.
  • Advertisers must evolve their strategy and embrace programmatic media if they want to stay current in today’s marketing world.

Today, the path to purchase is non-linear; consumers are increasingly influenced by digital channels everywhere they go. Programmatic has helped standardize media buying on a global level. As a result, we have worked with many firms that have redirected their marketing budgets to programmatic media managed by the global marketing team as opposed to local marketing where traditional investment would have been in print and TV, something that would have been very difficult to do on a multi-market international level but with the advent of the global programmatic RTB ecosystem, it’s now much more straightforward.

Advantages of Programmatic Advertising - Programmatic Advertising 101 - Advant Technology
Advantages of Programmatic Advertising – Programmatic Advertising 101 – Advant Technology

Advantages of Programmatic Advertising

  • Faster workflow due to real-time bidding & programmatic tools
  • Hyper-targeted audience for a better return on investment
  • Automated buying methodology
  • 100% trackable
  • Reduces human effort
  • Transparent
  • Time-to-market
  • Lower cost of media buying
  • More precise targeting

Challenges of Programmatic Advertising

  • More complex data architecture to integrate data sources across different channels, devices and partners
  • New insights from big data may create privacy concerns
  • Integrating data from different sources is a challenge
  • Limited inventory in some markets and getting ad placement on desired sites may be difficult
  • Data-driven automation can be overwhelming
  • Increased competition for media buys
  • A lack of transparency on how money is being spent depending on your infrastructure and media buying approach
  • Brands have a difficult time monitoring engagement metrics due to an overload of ads displayed across multiple web pages and ad networks
  • While it’s easy to set up a campaign for programmatic advertising, brands struggle with optimizing their strategy post-launch
  • Hiring a good talent

Now that we understand a little about what programmatic advertising is, the advantages and disadvantages, let’s look at how consumer behaviour is changing and how we need to think about reaching our target audience.

Non-Linear Path-to-Purchase & Cross-Device Campaigns

We first need to consider consumers’ non-linear journey; this is prevalent in both b2b marketing and b2c marketing. To address the fact that consumers are present across many touchpoints, we need to use programmatic advertising that reaches consumers wherever they are in the most efficient way to influence their purchase behaviour, one way to do this is by implementing cross channel campaigns.

Cross-Channel Campaign Implementation

Cross channel campaign implementation is an excellent opportunity for marketers to capitalize on the customer’s journey. This knowledge can lead to personalized cross-channel campaigns that address user needs across the buyer journey. An agency will need insights into the most popular channels used across different countries to create an effective advertising strategy.

Cross-Device Campaigns

When viewing their web content behaviour or interacting with mobile applications, users may have several devices that are continually connected to the internet, allowing marketers to collect data about user behaviour and habits.

This information is invaluable for creating a personalized experience. Users tend to do research online before purchasing an item, so knowledge of common interests leads to effective marketing strategies for products or services desired by customers.

What Should Global Brands look for in a Programmatic Agency?

Marketers may seek the help of an experienced global digital media agency to plan and conduct cross-screen, cross-device and cross-channel campaigns for maximum exposure and cost-efficiency.

An effective international programmatic media agency has experience & insights into global markets and takes the time to monitor user behaviour across different countries. This knowledge can lead to cross-device, cross-channel marketing campaigns that capitalize on the consumer’s activity at any given buyer journey stage.

For example, users who prefer using their mobile devices when engaging with content online will automatically share information within certain apps without even thinking about it. An experienced global digital media agency is aware of this phenomenon, which allows them to create relevant advertisements based on their location, habits and interests.

Brands and full-service marketing agencies should employ an experienced programmatic media planning agency team who understand the various technologies available for implementing artificial intelligence, machine learning and other disruptive technologies.

Programmatic strategy and agency services:

It is beneficial to choose a company that has worked with globally recognized brands, providing end-to-end services that span strategy and content development to campaign execution.

Whether B2B or B2C, a programmatic media agency should offer complete transparency. They should be able to explain what you can expect from the campaign. How they will specifically target your niche audience and the number of expected impressions per month/week/day, and how this may translate into an ROI.

As technology has advanced exponentially over time, businesses have had to keep up with the “new normal” by enacting new strategies and recruiting more tech-savvy talent.

This is really where a programmatic agency comes in. The ability to manage quickly changing digital content/technology with the help of an agency comes with a cost but has great potential for long-term benefits.

Misconceptions about Programmatic Advertising?

Although the industry is getting more sophisticated, there are still a number of prevalent misconceptions that senior management teams should be aware of.

One common misconception is that programmatic media will replace all other forms of media buying and planning, which it won’t. Programmatic can assist advertisers with effective targeting, personalization and reporting throughout their campaigns, rather than seeing it purely as an alternative channel to TV or newspaper ads.

Programmatic is not a “one size fits all.” With this medium, it’s important to remember that every client/brand/ industry is different and therefore requires unique solutions.

Programmatic is more than just placing an ad on a webpage: it’s about having access to one of the largest pools of data in history so advertisers can deliver on their branding and business strategy goals.

While some brands still believe that programmatic advertising is reserved for digital-first businesses, this misconception will likely fade as global companies continue to invest in this medium.

Digital Advertising Reporting Deep Dive

Reporting gives management stakeholders the insights to understand your media investment. Good reporting is the backbone of a robust programmatic campaign.

  • Set up reports for each market [you will see big differences by country, if you are running a US campaign, consider viewing reports by state]
  • Set up real-time dashboards [summary of all campaign activity/key performance indicators (KPIs)]
  • Centralized reporting [to have one view of all activity]
  • Summarise key metrics in a dashboard so you can easily see them, e.g. impressions, clicks etc., [useful for ad tech managers]
  • Use charts and graphs [to visualize data over time, spot trends via visual aids]
  • Use dashboards that are colourful and not too bright [to ease viewing the data]; we like to use colours that are consistent with our clients brand guidelines
  • Use metrics that match your goals for campaigns such as sales, website traffic etc. [do not rely solely on clicks or ad spend if you want sales or conversions]
  • Look at why campaigns are succeeding/failing and determine the root cause so you can resolve issues. [when optimizing campaign activity, it’s essential to review and learn from past performance to improve future results.]
  • Keep in mind that humans are attracted to colour and visual elements. [in our experience, we find yellow & green to be most appealing for ad tech managers, but test your own brand colours and designs against the ones you think work best]

Is International Programmatic Advertising Safe?

The beauty of programmatic advertising is your brand can quickly appear across millions of sites and rack up billions of branded impressions across the globe; however, this does come with risk. Therefore, it is crucial to ensure your team is taking steps to ensure a clean campaign that will not tarnish your brand image, avoiding your ads appearing next to inappropriate or illegal content.

Buying programmatically can mean that you are buying large inventory groups via third-party ad exchanges rather than directly from a trusted publisher. This means that there needs to be a level of trust between buyers and sellers to resolve any problems amicably. There are safety nets in place to help ensure your ads appear on appropriate websites, but they are not infallible. Consider using private, trusted deals if you are a highly sensitive brand.

Look for agencies that provide transparency around inventory sources and where they stand on keeping brands safe from harmful content.

Transparency will help you better understand what inventory your ads will appear against.

Can you buy premium inventory through programmatic technology?


Premium inventory is defined as exclusive, guaranteed ad space sold at a premium (i.e., above the market rate) through direct deals.

What is the best programmatic advertising platform?

What is the best programmatic advertising platform? - Programmatic Advertising 101 - Advant Technology
What is the best programmatic advertising platform? – Programmatic Advertising 101 – Advant Technology

Your media agency should help choose a platform to deliver you the best digital marketing results.

Let’s take a look at some of the leaders:
AdForm offers a suite of products, including display, video, social and native advertising. Some of the formats you can find in Adform are: banner ads (text/image), interstitials, rich media ads (native ad networks, video).

Teads offers an array of formats for advertisers, including video (mostly out-stream), native and CTV (Connected TV). You can access their inventory through a private marketplace or run programmatic campaigns directly.

AppNexus describes itself as an ” open platform for programmatic buying “. It provides access to inventory across more than 600 ad exchanges and boasts access reaching 700M unique visitors a month.

Google DV360 is a DSP in the Google Marketing Platform that is built upon DoubleClick Bid Manager. It offers a range of formats, including in-app native, mobile web rich media, display ads using DoubleClick Studio templates, and YouTube masthead ads.

MediaMath is a DSP that allows you to buy programmatic ads and an extensive range of inventory and formats, including in-stream video, interstitials, display advertising, banners and so on.

Demandbase aims at B2B companies and offers to target by company name, industry and job title for marketing professionals.

TradeDesk offers access to inventory across a wide range of ad exchanges and supply-side platforms. It provides a range of formats, including standard banners, mobile ads, video ads, social media and Instagram. It uses data points and machine learning across the programmatic ecosystem to target audiences cost-effectively. The Tradedesk only works with media agencies.

Matomy is a global performance-based marketing company that operates as an ad exchange for publishers and a DSP for advertisers. It offers a wide range of formats across display, video and mobile. Matomy is close to an ad network.

Criteo is an advanced retargeting platform that claims to access over 700 million consumers worldwide. It offers a range of ad formats, including native ads, social media, banners, and product listing ads (PLAs).


As part of the management team, ask hard questions. The investments made by your team and their agencies will impact your bottom line.

If you found this information helpful, please let us know. We can provide a customized strategy for your brand that is tailored to the way your customers think and behave. Our team of experts are ready and waiting to work with you. We develop effective international programmatic media strategies to generate sales by using the power of human behaviour at each stage in the buyer journey funnel from the first impression through to conversion.

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Blog Guide Video Advertising

CPCV Video Ads! Kick Charge Your Brand Awareness

CPCV Video Ads! Kick Charge Your Brand Awareness

CPCV stands for “Cost Per Completed View”. It is a relatively new type of advertising that has gained popularity over the past few years.

As marketers, we’re all pretty familiar with cost per click (or CPC) and cost per thousand impressions (CPM) pricing. But what about CPCV?

What is it? And why should you care? This article will answer these questions and more to help you understand what CPCVs are all about.

When considering whether to buy online ads, be it display, native or mobile, you need to familiarise yourself with the various pricing models that are available in the paid media ecosystem. Most likely, you’ll need to use a mix in your marketing strategy to maximise the ROI of your digital marketing.

Shameless Agency Plug
If you’re an advertiser looking to get more completed views, more brand awareness and maximum impact with your marketing budget, reach out to our team. We run many CPCV programmatic campaigns for advertisers across the globe, helping our clients to purchase cost-effective video campaigns at the most competitive low CPVs in the industry globally!

Benefits of online video campaigns - Advertising - CPCV - Advant Technology
Benefits of online video campaigns – Advertising – CPCV – Advant Technology

How does CPCV work?

In short, advertisers only get charged when the video creative is served to the target audience and watched by that target audience to 100% completion or 30 seconds, whichever comes first.

The advertiser must brief the agency with the following:

  • Video Length
  • Market
  • Target Audience
  • Other metrics, such as viewability required
  • Budget
  • Timeline

The programmatic agency will then respond with a price per completed view.

CPCV ads work differently via Google Ads. YouTube has many formats, but the only format where you pay for completed views is their TrueView Format.

What is a YouTube TrueView format?

Youtube Trueview Format - Programmatic Advertising 101 - Advant Technology
Youtube Trueview Format – Programmatic Advertising 101 – Advant Technology

This is a skippable video format that allows viewers to choose whether or not they want to watch the whole video. This means advertisers only pay when someone watches the video creative in its entirety (or 30 seconds). The TrueView format is a type of in-stream format.

Why is CPCV pricing important?

Video spending continues to grow at an unmatched rate accounting for over projected to be $148,018 million, according to Statista. With numbers like this, it’s no wonder why marketers are keen on finding new ways to earn exposure whilst minimising the risk of paying on an impression basis, whereby you pay no matter the completion rate of your video.

Benefits of online video campaigns?

  • Viewers are more likely to purchase a product after watching an online video campaign.
  • Video has the highest engagement rate out of any other type of ad format.
  • Video campaigns are more likely to result in higher brand awareness.
  • Advert recall is improved, especially when advertisements are paired with an image or text related to the product being advertised on screen.
  • Videos can be used to create a brand image or identify with an audience.
  • Video campaigns are an effective way to communicate complex messages, ideas or concepts.
  • You can track a video campaign’s performance with more accuracy than other forms of online advertising such as audio advertising.

As you can see, there are many reasons why you should be using CPCV video advertising in your marketing strategy. They provide a more engaging experience for the viewer.

What websites can I feature on?

Programmatic advertising allows you to buy across thousands of websites globally, anything from to The Guardian to Vice News and everything in between. If you want to advertise on a specific domain/site, let us know, and we can cost this up for you.

Can I run on mobile apps?

Yes, especially in mobile gaming!

Can I buy CPCV ads in rewarded video advertising?


CPCV ads are particularly prominent among rewarded video advertising, where you will also get an excellent share of voice of the mobile screen and excellent viewability.

Most rewarded ad campaigns offer the user some kind of reward for completing an action; sometimes, that action is watching a video to 100% completion.

How can I lower my CPCV?

To lower your CPV consider broadening the targeting or extending the time period. Consider adding more inventory to your mix, such as delivering across mobile desktop and also in-app and using a mix of in-stream and out-stream formats.

How do you calculate CPCV cost?

Total budget divided by the total number of completed views.

More Video Metrics to track:

Other Metrics: Should I care about viewability as well as completion rate?

Both are important metrics to look at.

Viewability measures how many impressions were served and displayed above the fold.

The definition of viewability can be found here: This becomes an issue if you’re paying based on views and your campaign is completely invisible because viewers didn’t scroll far enough down the page for it to load properly.

Completion rate takes into account whether or not your video creative was watched in its entirety, where viewability is whether the ad was seen or not. These metrics are important for brand awareness.

Viewable completion rate matters because both metrics are critical to tracking the quality.

Other Metrics: CTR Click Through Rate

Most clients usually have sales as their goal. They want a solid, but that doesn’t mean that success should only be clicks and traffic.

Video advertising can serve the purpose of increasing awareness which over time will help to increase the salience and therefore sales by nurturing audiences over the long term.

What is the average CPCV in rewarded video advertising?

$0.01 to $0.07 for mobile in-app inventory. This can be a very competitive rate for 100% in view and fully completed video ads, so you should consider using them as part of your video strategy.

Average Cost of CPCV Campaigns

Across open exchange inventory, expect to pay around $0.01 to $0.10. Note Advant Technology accepts payment in GBP, EURO and USD.

How does CPCV advertising compare to other models?

The CPCV model is not alone in the online advertising bubble, and they all have their own pros and cons. Let’s take a look at some other pricing models:

Where can I run CPCV campaigns?

We offer CPCV pricing to advertisers and agencies globally.

Cost-Per-Mille (CPM)

It is still used by most for video advertising, but paying for impressions on video advertising doesn’t guarantee the ad was viewed, only that it appeared, this is where optimisation towards completion rate is key.

Cost-Per-View (CPV)

It is another model which looks at ‘views’, but again, what counts as a ‘view’ is not set in stone. Generally, a CPV campaign will be priced on a video quartile such as:

  • 25% completion
  • 50% completion
  • 75% completion
  • or the number of seconds

Of course, the advertiser can expect to pay less for a CPV campaign compared to a CPCV.

Cost-Per-Action (CPA)

Models are performance-based, meaning an advertiser would get charged only if action was taken after watching the video.

This action can vary from a specific download or purchase but mostly benefits performance marketers and isn’t great for building brand awareness.

Cost-Per-Second (cost per second)

CPS is a time-based model and variation of CPCV, with the cost rising per second viewed.

This still doesn’t guarantee a whole video has been watched but can be more bang for your buck than the impression-focused models.

CPCV Video Ads! Kick Charge Your Brand Awareness - Advant Technology
CPCV Video Ads! Kick Charge Your Brand Awareness – Advant Technology

Wrapping it up!

The way we consume content has changed significantly, from mobile devices to social media, so many options make it hard to grab anyone’s attention anymore.

This is where CPCV comes in; CPCV advertising enables a guaranteed complete view.

There is no such thing as the perfect ad, so you need to test different pricing models until you find what works for your product/marketing goals.

A successful marketing campaign needs an arsenal of strategies: native, Facebook posts, tweets, prospecting, retargeting, performance, brand, search etc, the list goes on.

As mentioned earlier, CPCVs offer a more effective way of advertising compared to CPV because you pay only when the ad is viewed completely and successfully. Meaning you will get better value for your money by paying less on average per view or while still reaching your target audience effectively with relevant content.

So if you have a video and want to increase your brand awareness among your target audience, buying on a CPCV is the way forward. Reach out, and we can discuss setting up a campaign for you. Our CPCV campaigns start from around £1500 / 1800 Euros.

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Blog Guide

CBD Digital Advertising Guide

CBD Digital Advertising Guide

This digital CBD advertising guide will help you with your CBD marketing strategy if you are a CBD business online. We take you through advertising restrictions from prominent digital advertising and social media platforms.

The CBD market in Europe is growing because more people accept products that have CBD.

CBD is experiencing exceptional interest across the world. According to the Brightfield Company, worldwide CBD sales are predicted to rise by 400% during the next four years in Europe alone.

According to Roy Bingham, the cannabis industry is expected to be worth $24 billion dollars by 2021, the co-founder and chairman of BDSA.

Cannabis advertising is changing and those changes are here to stay. You see, CBD is found in many different industries, including pharmaceuticals, personal care, cosmetics, and nutraceuticals. It comes in the form of edibles, CBD oils and sprays.

There is a boom in CBD brands and naturally, this is going to attract marketing talent. The US, as is often the case is ahead of the curve when it comes to CBD advertising, but that does not need to be the case.

Many brands use organic marketing techniques (i.e. no paid advertising), such as social media and SEO, these are both great in attracting your audience, and while organic is an important component of any marketing mix, paid media messaging plays an equal role, and we have seen excellent ROIs with online paid media advertising.

This article mostly focuses on paid advertising since this is what Advant Technology specialises in.

We think the best route for paid marketing of CBD products is through programmatic, it’s ahead of the curve, and the CBD industry needs to get on board as it enables CBD and Cannabis ads in a more open way with fewer advertising restrictions.

What is programmatic advertising?

Programmatic is a form of online digital advertising. It can include display ads that appear on mainstream websites or even audio advertising for brand awareness campaigns.

Today you can even buy connected TV ads via programmatic.

Let’s look at the more technical explanation of what programmatic advertising is.

Programmatic is the automation of digital ad buying. With programmatic, an algorithm sifts through vast amounts of data to determine which ads are shown where.

The goal is to deliver ads that are more relevant and effective than those placed on sites using traditional methods of buying online ad space.

This article applies to both programmatic advertising in Europe and the US.

The Basics

What is CBD?

CBD is one of the most common compounds found in cannabis and hemp leaves. It accounts for up to 40% of the plant’s extract and by itself, it apparently does not cause a “high” like THC but has its own benefits, as we will see shortly.

The list of conditions that can be treated with CBD is growing rapidly. So far, CBD has shown potential in the treatment of anxiety disorders, insomnia, arthritis, pain relief and many others.

This non-psychoactive compound may also decrease the symptoms of certain conditions such as Parkinson’s disease and multiple sclerosis. The list is not conclusive at this point, but more research is being done.

Why Has CBD Become Popular?

CBD has become popular because people are looking for natural remedies. CBD is one of the most versatile compounds found in cannabis. The list of conditions it treats, as mentioned above, is growing rapidly. That’s why CBD products are becoming more popular.

However, the main reason behind the growth of CBD popularity is the fact that it’s legal in many countries. Marijuana or cannabis with high levels of THC are still illegal in many parts of the world.

CBD is widely available on the market because it can be made from hemp, which contains only trace amounts of THC. This has allowed CBD to become one of the biggest selling products in the US.

What is Cannabis?

Cannabis (Cannabis sativa), popularly known as marijuana, is a plant that produces three different products: the leaves and flowers that can be smoked; the stems and seeds that can be used to make hemp fibre; and the oil from seeds which is used in cooking. Of all these products, it is usually smoked dried leaves and flowers that are called marijuana.

Cannabis is indigenous to Central Asia but grows in most parts of the world today. A hemp plant can reach a height of six metres, with palm-like leaves up to five or six feet long.

Cannabis is slowly being decriminalised in many parts of the world.

Does Programmatic advertising have restrictions on CBD & cannabis advertising?

Programmatic platforms are important for cannabis and CBD businesses because they help people who want to advertise their products. But there are other ways to advertise that can open up inventory on mainstream news and entertainment sites.

Digital ads that you see online are mostly bought programmatically. Some 85% of display ads will be bought via ad tech platforms. If you are advertising cannabis or CBD, make sure to use a programmatic system for your ad buying!

Programmatic systems are important for CBD & cannabis advertisers because they help people who want to advertise their products.

These types of ads allow businesses to engage with the right audience through the simplest, most efficient digital marketing channels. But there are other ways to advertise that can open up inventory on mainstream news and entertainment sites.

What are CBD ads?

CBD ads are advertisements related to the promotion of CBD products.

OK, so what problem does programmatic solve?

Ads being bought via programmatic platforms are typically more effective at reaching the target market. Programmatic buying also offers advertisers the ability to micro-target audiences based on their personal data, making it easier to reach a certain demographic without spending a fortune on ads.
So we know that programmatic can offer an alternative to social media platforms, but let’s take a deep dive into the policies of major advertising platforms and social media. Despite the fact that this area of business seems to be legal and profitable, most social networks have either restricted or continue to disallow CBD advertising. We did a lot of research on online advertising avenues. Here’s what we found.

Pinterest Policy CBD

Pinterest says:

We will allow ads for topical hemp seed oil products that contain negligible amounts of THC and no CBD and make no therapeutic or medicinal claims.

Taboola CBD Policy

The advertising of cannabinoids (CBD’s) is restricted.
Campaigns advertising the sale of CBD products need to comply with the following policies:

Facebook Policy CBD

Facebook has an increasingly older audience. Normally for eCommerce and performance campaigns, Facebook is an incredible platform for generating a positive ROI. The success of Facebook as a marketing tool is due to two things: its ability to attract a huge audience and its micro-targeting capabilities. In short, their policy can be summarised in this sentence.

We don’t allow people to promote CBD or ingestible hemp on Facebook. The update to non-ingestible hemp was made months ago.

Google CBD Policy

Google has several advertising solutions/channels including:

Here is Google’s policy:

Outbrain CBD Policy

Snapchat CBD Policy

Snapchat is a way to reach young people if you want to sell CBD products. It has the largest market for CBD products that are for people under the age of 30.

Snapchat does specifically refer to CBD or cannabis-related products; however, what we can establish is that Snapchat is not a good place for marketing edible CBD products, including gummies and supplements.

They also don’t allow smoking and vaping. You should not mention any health benefits in the ad creative or the landing page.

In these ads, you can have fun. But make sure that the ad meets the requirements. You should show lifestyle images to connect with people and make them memorable. You can mention CBD or hemp in your ad as long as you specify that it does not have THC in it, so you will be approved by the platform.

OK, so know that we know most of the key social media and native advertising platforms don’t allow CBD ads, let’s get back to programmatic.

How to run CBD compliant ads

First off, you must ensure you comply with the local laws in your country; typically, that means using data overlaid on the campaign, so you only reach 18+ audiences, + make sure you comply with other messaging rules and regulations.
You should look at both national and state laws. Dispensaries, for example, may want to geo-target their ads.
All states have rules about how you can market and advertise cannabis. You should know that there are some broad guidelines that apply to all of these states, which you should follow when making your ad.

  • Ensure nothing appeals to children e.g. the use of cartoons
  • Do not make claims to health benefits
  • Do not make false statements or misleading claims
  • You are not allowed to show product consumption
  • Do not use any testimonials or endorsements from celebrities or individuals or companies/organisations
  • Do not make reference to your competitors
  •  There must be a for adult use only label
  • Do not use pricing promotions

What are the US state laws regarding Cannabis advertising?

In some states, you must include a disclaimer about your cannabis ad. For more information, see this CBD article.

What ad formats can I run through a programmatic DSP for my CBD marketing?

Here is a shortlist of the advertising formats you run through a demand-side platform:

  • Banner CBD Ads – Static and video.
  • Ads usually appear at the top or bottom of a web page, sometimes both.
  • Interstitial CBD Ads – Video only
  • Rich Media Ads- Interactive experiences like games, offers, 3-D experiences etc.
  • Mobile CBD Ad Units – These are housed in mobile apps so the inventory is plenty.
  • Native CBD Ads – Content ads that look like organic content (blogs, news site etc.)
  • Video CBD Ads – Normally up to 30 seconds like but up to 15secs on mobile works best
  • Audio CBD Ads – Great for getting your brand heard in music apps and podcasts.
  • Connected CBD TV Advertising – Up and coming, big screen, very effective at telling your brand story.

CBD Web Landing pages

Like any e-commerce company, you want to ensure your landing pages are well optimised to increase conversion rate. There are many CBD businesses that have done a great job at streamlining the user journey. Do your competitive research, learn from what they are doing but don’t copy.

What targeting tactics can I use when targeting my CBD ads?

Here we explore some targeting techniques related to programmatic advertising:

1. Re-Targeting, retarget users who visited you
2. Geo-Fencing, very important so you do not advertise in a state or county that disallows CBD ads
3. Contextual Targeting
4. Lookalike Targeting
5. In-Market Targeting, only relevant if your item appeals to those demographics or psychographics
6. Behavioral Targeting, as the name implies, this technique focuses on targeting people who behave as you would expect for your market
7. Affinity targeting, related to your fan base. You create a page or group and market towards those specifically interested in your creation
8. Demographic Targeting, for instance, do not attempt to sell a grilled cheese sandwich at a hip-hop concert
9. Interest Targeting, similar to affinity targeting
10. Keyword Targeting, very important for Google Adwords
11. Topic Targeting, use this technique to target psychological groups or similar interests. For instance, you are selling a CBD product targeted toward people with insomnia you can target insomnia related topics from across the web.

Targeting is very important to your online advertising campaign. With all of these targeting options available, it’s easy to start getting very specific about your demographic and tailor your ads directly towards them. The trick is picking the right ones, so you are not wasting time and money instead in selling your CBD product.


CBD advertising is a new frontier for many companies. So much so that even Google Adwords does not allow CBD ads yet.

While the industry matures, there are plenty of options available to CBD businesses looking to advertise their brand.

Programmatic DSPs are an exciting way to target your CBD marketing campaigns across multiple channels at scale. Here are some helpful tips on how you can participate in this evolving market:

  • Only use reputable ad networks or partners
  • Have your ads approved by the network first
  • Commit to building great landing pages with clear calls to action
  • There are too many people out there pushing bad practices, do what you can to avoid them.

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Blog Guide Native

What are native video ads?


In a world where consumers’ attention spans are constantly decreasing and more people are using ad blockers, it’s becoming increasingly difficult for brands to get their message across. One of the ad formats that can help bypass this and that we’ve seen brilliant results with here at Advant Technology is native video advertising. Today we thought we’d share our top tips for advertisers and agencies wanting to learn more about these types of ads.

Native Video Ads - Benefits of Native Ads - Advant Technology - Word Cloud
Native Video Ads – Benefits of Native Ads – Advant Technology – Word Cloud

What are native video ads?

In simple terms, native video advertising is the integration of branded messages into existing content. It’s generally an in-feed video ad that’s uploaded to various platforms targeted to your desired audience.  Many in-feed video ads are click-to-play; meaning they play on their own without sound.

Native Video Advertising - What is Native Ads - Advertising 101 - Advant Technology
Native Video Advertising – What is Native Ads – Advertising 101 – Advant Technology

These types of ads are a form of native advertising that is more immersive than ever before and can be seen on Facebook, Instagram, Twitter, YouTube,  Snapchat, and thousands of other apps and publishers across the globe.  

Native video ads are regarded as “native” because they are formatted mainly for the platform that is hosting them, making them blend in with other content on the platform. They are promotional, can be engaging if done well, and are highly targeted if using the right data which would be applied when setting up your campaign. 

Native advertising has risen to be one of the most influential these days due to its high engagement rate and non-disruptive nature, and many industry experts claim they are the future of advertising.

Benefits of Native Video Advertising - Advertising 101 - Advant Technology
Benefits of Native Video Advertising – Advertising 101 – Advant Technology

Benefits of native video advertising

Video advertising is a way to stand out in the digital world and marketers are taking notice. With billions of video views across the web every day, it’s no wonder that advertisers want to take advantage of this trend. This native form of video ads offers a number of benefits including reaching a highly targeted audience. They also boost ad recall and purchase intent.

Businesses of any size can now focus on creating compelling content to reach their target audiences. Native video advertising allows advertisers to tell a story in a format that users are already familiar with and used to engaging with for years. They are especially beneficial for users, as they allow them to engage with related content without disrupting their current tasks.

Native video advertising provides an opportunity to tell a story in the form of text, images, or both, and brands can choose to use captions or voiceovers to convey messages about their products and services.

They allow for greater flexibility in targeting and the ability to reach audiences regardless of their device or platform of choice. Additionally, brands can now use multiple formats to tell personalised stories within one campaign.

Native Videos vs Preroll Videos - Native Video Advertising - Advant Technology
Native Videos vs Preroll Videos – Native Video Advertising – Advant Technology

Native video vs. pre-roll

Pre-roll videos play before the video the user intends to watch and are often auto-play. Sometimes the sound starts playing on its own and sometimes users may need to activate it. Many people think that pre-rolls and native videos are the same, but in many ways, they are different.

Pre-roll video ads act as a barrier to the content that the user wants to see, meaning they have to view the advert before they can continue. Some people consider these short videos disruptive, and some advertisers, such as Nike, avoid them altogether.

Native video advertising is different in the way that it presents the option to just keep scrolling without any interruption or barrier.  It’s an ad that fits the platform it is being viewed on. For example, Tastemade may have a native video ad about food content that only plays if someone watches one of their food channels. This type of video is becoming more prevalent because they are effective for both publishers and users.

Both types of ads aim to increase brand metrics and sales and there is an argument for both types depending on the objectives. We have found success with both formats over the years for our clients in influencing purchasing decisions.

A word on mobile and native ads

Native video ads allow viewers to continue browsing a site without interruption, which is especially useful if they are watching via mobile where changing screens takes effort. In-feed videos allow for maximum visibility on mobile devices, making it an ideal format to take advantage of.

Since users don’t have to stop to watch native ads and because they are not “forced” to watch it, it’s arguably more valuable if you do get a completed video view as it suggests the user choose to watch your ad, meaning you have a better chance of converting the user into a customer.

Native videos are typically published through programmatic channels, which results in higher completion rates and lower bounce rates for ads compared with direct media buys due to detailed reporting and instant optimisations you can make, this is one of the main value ads of Advant Technology.

Common mistakes with native video advertising

Many people make mistakes when trying to optimize native video. Here are the most common native video ads errors: 

  1. Not having a strong call-to-action
  2. Making the copy too long
  3. Ignoring CTAs during editing
  4. Using clickbait and sensational headlines
  5. Making the video too salesy
  6. Not testing colours, images, copy, and length
  7. Not using the right targeting options

Top tips for native video advertising

Focus on one goal at a time

This helps to know whether the placement of a native ad is having a positive impact on business objectives or not. In order to track performance, it’s always good to have one clear KPI in mind and see the results in real-time. For example, don’t try to focus on CTR, view completion rate and sales all at one time, pick one!

Video creativity is more effective than just “showing off” a product or service

While the purpose of every ad is to shine the light on a product or service, consumers today are exposed to an endless amount of adverts. As a result, creativity plays an important role in grabbing the attention of audiences. For this reason, telling stories through video can create more engagement compared to just “showing off” products or services

Video length should be in line with the sales funnel

If the sales funnel is long, it’s a good idea to have a longer video. For example, when advertising a complex service that requires loads of explaining, then having a short video ad is unlikely to be effective. As the consumer gets closer to the purchase decision, it’s better to have a short video that can quickly illustrate the benefits of your product or service.

Quality content is always a good starting point

Brands should always strive for quality content. No matter what size budget is set aside for native ads, it is important that the script and images are engaging. We have found that a good starting point is to create a video ad made from high-quality images, scripted in no more than three short paragraphs. This ensures the messaging focuses on the brand message and value proposition.

Get the timing right

Because native ads are contextually targeted, timing is critical to ensure it reaches the right audience at the right time. For this reason, native ads should be used more for communicating brand awareness rather than pushing sales messages.

Look towards programmatic native video ads as a way of reaching a broader audience

A new way for video ads to be targeted is through programmatic technology. Native video ads allow brands to reach a wider audience at scale while ensuring they have a more positive impact on the user experience, resulting in increased engagement.

Optimize for multiple video ad formats

Native video ads need to be optimized for every format available. This means that there should be separate videos made for Instagram, Facebook, and Twitter and various publishers bought through programmatic channels.

If done correctly, this approach will give brands the best opportunity to reach the right audience with the right format.

If you’re going to use a different creative for each platform, then make sure they share similar qualities such as colour schemes and copy. This way it’s not too jarring when you switch from one ad to the next. This is an art and science!

Look at native video ads as a way of providing value to users

While video ads work well as a branding and awareness tool, they also need to be targeted toward the end-user and provide them with some form of value. This is why it’s important that native videos are used as a method of adding value to the user, rather than simply using native video as a branding tool.

Why use native video ads - Native advertising - Advertising 101 - Advant Technology
Why use native video ads – Native advertising – Advertising 101 – Advant Technology

Why use native video ads?

Here are our top reasons why you should consider using native video ads:

1) They get a wider reach

When you upload your video ad instead of sharing a link to it, it will prompt social networks to promote the ad more than they would to a YouTube URL link. This is because social platforms have set up the algorithm of their news feed in a way that they give priority to native videos.

2) They attract attention

Nowadays, social media users are becoming more tech-inclined. As a result, they are beginning to value more discreet forms of advertising. This is the reason brands are now investing more in their display budgets and shifting them into native video ads.

3) More engagement

Native video ads are likely to create more engagement. The reason is, users who have already been attracted would want to go further to know what the link is about. Video ads are even more accessible to online users, considering that networks are now offering autoplay functions for the ads.

Native video conclusion

Marketing entails giving your audiences what they want, and today’s audiences want the ability to watch ads conveniently and unobtrusively, which can be made possible with the non-disruptive nature of native ads.

If you are planning a native video campaign, our team of media strategists, campaign managers and programmatic experts would love to help you. Speak to our team today to discuss your goals.


Ben Myers
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 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.
Blog Guide

Digital Dictionary


Digital Dictionary - Online Advertising 101 - Word Cloud - Advant Technology
Digital Dictionary – Online Advertising 101 – Word Cloud – Advant Technology

Welcome to the Advant Technology Advertising Dictionary, a comprehensive list of advertising technology language, aka ad tech lingo. A concise guide to the key terms in the programmatic, PPC and social advertising world. If there is anything on this list you want to learn more about then get in touch now.

Ad blocking Ad blocking is the use of apps, browsers, or networks to filter advertising components from being rendered on a consumer’s device. This could include display advertising, tracking pixels or anything that can be predefined and included on a reference black-list. Ad blocking can impact a publisher’s ability to provide free or subsidised content or services.
Ad exchanges Online, often highly automated auction-based marketplaces that facilitate the buying and selling of inventory across multiple parties ranging from advertisers, direct publishers, ad networks and Demand Side Platforms (DSP). Watch this explanatory video for more on how this works.
Ad Impression A metric expressing each time an ad is served and displayed, whether it is seen or not, whether it is clicked on or not.
Ad Inventory The amount and types of ad space a publisher has available for an advertiser to buy.
Ad Optimisation A means of improving campaign performance through automated and semi-automated means, usually through a systematic approach. Ad optimisation often focuses on cost (especially prices in automated bidding), targeting or creative, gleaning performance improvements through testing.
Ad Rotation The ability to show multiple ads in a single location, varying the treatment displayed on each new page load and/or within a single page load. Ads are generally rotated to either avoid consumer wear-out or as a part of ad optimisation and testing.
Ad Server Technology that serves, tracks and optimises online ads for brands across digital publishers. Ad serving companies can help make online advertising more streamlined for brands by serving as a single point of contact across a number of publishers.
Ad Tracking The method for recording campaign delivery metrics between adservers. Third party adserving tags or 1×1 tracking pixels are commonly used to track this data.
Adblocker A piece of software that can be overlaid within a browser, app environment or operating system by consumers which will filter out requests for advertising to appear within certain digital environments. Some adblockers will also block data calls used for tracking purposes or basic user functionality where a data exchange is necessary such as flight booking systems.
Ads.txt Ads.txt is a project designed by IAB tech lab to increase transparency in the programmatic advertising ecosystem. Ads.txt stands for Authorised Digital Sellers and is a simple, flexible and secure method that publishers and distributors can use to publicly declare the companies they authorise to sell their digital inventory. By creating a public record of Authorised Digital Sellers, ads.txt will create greater transparency in the inventory supply chain, and give publishers control over their inventory in the market, making it harder for bad actors to profit from selling counterfeit inventory across the ecosystem. As publishers adopt ads.txt, buyers will be able to more easily identify the Authorised Digital Sellers for a participating publisher, allowing brands to have confidence they are buying authentic publisher inventory.
Advertising network Also known as “ad networks,” a company that provides a single point of contact for sales representation for multiple websites by aggregating all the sites’ advertising inventory. Ad networks are used by advertisers, agencies to reach audiences and by publishers, typically to sell remnant inventory.
Affiliate marketing When a web site owner or publisher displays an advertisement (such as a promotional link) on its site for a brand or merchant and is paid for the performance of the advertisement, this is known as affiliate marketing. Affiliate marketing activity generates large amounts of online sales in the UK and worldwide.
Aggregator A website or computer application that pulls together information from diverse sources. There are different types of aggregators, in the advertising industry, these notably include content, data, news, social media, and/or video aggregators.
Algorithm A set of rules established for making a calculation. Online, algorithms are commonly used to determine the listings shown via search engines and for automated methods of ad trading and delivery.
Anchor text The words forming a text-based hyperlink in web content. In terms of best practice for user experience and for search engine optimisation (SEO), the anchor text should accurately reflect the content users will find if they click on the hyperlink.
Android One of the world’s most widely used mobile operating systems smartphone platforms developed and run by Google. Android is optimised for mobile touchscreens and tablets.
Application Service Provider (ASP) In the past, software was frequently stored on a physical medium and uploaded directly to specific machines. Instead, computer services and software can be hosted by a given vendor, or ASP, and accessed by clients via the internet.
Apps Software solutions that allow PCs, smartphones and tablets to perform useful functions beyond the running of the computing device itself.
Artificial Intelligence (A.I) A.I in digital advertising is the use of learning algorithms that adapt user feedback into improving the overall ad experience without the need for further human involvement beyond setting the restrictions of the original algorithm.
ASA (Advertising Standards Authority) The Advertising Standards Authority is the UK’s independent regulator of advertising across all media. It applies the Advertising Codes, which are written by the Committees of Advertising Practice. Their work includes acting on complaints and proactively checking the media to take action against misleading, harmful or offensive advertisements.
Attribution Attribution is the technique used to measure the monetary impact a piece of communication has on real business goals. For example: sales (volume and total), profit, revenue and retention. The application of attribution modelling in digital advertising allows marketers to understand what events (e.g. display ad exposure, active search, search ad exposure, price comparison site) truly influence individuals to convert and thus allocate credit to different formats and tatics within the customer path to purchase. Early attribution models include first-touch and last-touch attribution. Models broadly recognised as more accurate include, but not-only, multi-touch linear, multi-touch time decay and multi-touch algorithm-based.
Attrition Rate Also known as “churn rate,” this can be used to reflect the percentage of consumers who abandon each stage of the purchase process, from exposure to an ad to the point of conversion or, for subscriber-based business models, the percentage of customers who stop using the product or service. This percentage is an important part of evaluating the return on marketing investment and/or customer lifetime value modelling.
Audio The audible file that may accompany ads. Advertising audio should never play without user-initiation.
Augmented Reality (AR) Augmented reality (AR) is a live direct or indirect view of a physical, real-world environment whose elements are augmented (or supplemented) by computer-generated sensory input such as sound, video, graphics or GPS data
Authentication Authentication is the process of attempting to verify the digital identity of the sender of a communication such as a request to log in. Authentication may also confirm the origin and integrity of data in an electronic form, such as the issuance of a digital certificate to attest to the authenticity of a website. The overall purpose of authentication is to reduce the potential for fraud.
Banner Ad Also known as “display ads”, banner advertisements are a form of graphical ads embedded into a webpage, typically including a combination of static/animated images, text and/or video designed to convey a marketing message and/or cause the user to take an action. Banner dimensions are typically defined by width and height, represented in pixels.
Behavioural Retargeting When online ads are displayed on another site (or sites) after a customer has interacted with initial ad-related content.
Behavioural Targeting A form of online marketing that uses advertising technology to target web users based on their previous behaviour. Advertising creative and content can be tailored to be of more relevance to a particular user by capturing their previous decision making behaviour e.g.filling out preferences or visiting certain areas of a site frequently.
Between-the-page Also known as “interstitial” ads, between-the-page ad units display as a user navigates from one webpage to the next webpage. The ad appears after the user leaves the initial page, but before the target page displays on the user’s screen. Typically, the ad is self-contained within its own browser window or app environment, but may also appear briefly as an overlay on the target page rather than in its own browser window.
Blacklist A blacklist is a basic access control mechanism that allows through all elements (email addresses, users, passwords, URLs, IP addresses, domain names etc) except those explicitly mentioned. Those items on the list are denied access.
Blockchain Blockchain is a distributed ledger used to record transactions between parties whereby the information contained in each small recorded block are linked together in a historical chain that is saved in multiple locations (public or private) making it almost impossible to tamper with. Records saved within the chain are therefore permanent as long as the storage and processing resources dedicated to seeing the chain continue to exist and information can be encrypted so only certain parties can write or access it. Although a relatively new technology, blockchain has the potential to allow a high degree of transparency in any sequence of transactions such as currency exchanges, contracts, records of ownership or given consent.
Buffering When a streaming media player saves portions of file until there is enough information for the file to begin playing.
Button A square online advert usually found embedded within a website page.
Byte A unit of digital information in computing and telecommunications that most commonly consists of eight bits. Historically, a byte was the number of bits used to encode a single character of text in a computer and for this reason it is the basic addressable element in many computer architectures.
Cache Memory Used to store web pages users have seen already. When users re-visit those pages they load more quickly because they come from the local cache and don’t need to be downloaded over the internet again.
Cached pages Taking a snapshot of each page visited as the web is crawled. These are stored and used as a backup if the original page is unavailable and to reduce server lag for the browser requesting the page.
Call to Action (CTA) The primary action an advert encourages people to take e.g. how to opt-in, get a discount or buy something on the back of a digital advertising campaign.
Campaign The time period in which a series of integrated advertising messages (that share a single idea and theme) are executed.
CAP CAP (The Committees of Advertising Practice) writes and maintains the UK Advertising Codes for non-broadcast advertising, which is administered by the Advertising Standards Authority (an equivalent Committee (BCAP) fulfils the same role for broadcast advertising). The CAP Executive and Copy Advice teams also provide advice and guidance on how to create campaigns that comply with the rules. The IAB sites on CAP, representing digital advertising.
Check-ins Executed via a GPS enabled mobile device that allows a user to declare they are at a specific location.
Classified advertising A form of advertising which is particularly common in newspapers and online which may be sold or distributed free of charge. It is generally grouped under headings classifying the product or service being offered (headings such as Auto, Clothing etc) and is grouped entirely in a distinct section away from display advertising. Display advertising typically contains graphics or other art work and which is more typically distributed throughout a publication adjacent to editorial content.
Click An interaction between a website visitor and the browser in which the website visitor uses a device, such as a mouse, to move the cursor (or pointer) to an active area of the screen and then deliberately interacts with that area by clicking a button on their device, triggering an event. In the case of touch-screen devices, the user “clicks” by touching the active area with their finger.
Click fraud Click fraud is a type of fraud that occurs on the Internet in pay-per-click (PPC) online advertising when a person, automated script or computer program imitates a legitimate user of a web browser clicking on an ad, for the purpose of generating a charge per click without having actual interest in the target of the ad’s link.
Click tracking URL The click tracking URL is generated dynamically by an ad server for the purpose of tracking clicks. A click tracker will record this click data before redirecting to the actual destination/landing URL.
Click-through rate (CTR) Click-through rate, or CTR, is a digital marketing metric that measures the ratio of total impressions (number of times the ad was served) to clicks on the online advert.
Close X A creative control that enables a user to close an ad (remove it from view) or to reduce an expanded panel back to its original size.
Confirmed Opt-in Also referred to as Double Opt-In.  The process that double-checks the desire to be included on an email list after a primary registration occurs. This is typically managed via an email asking the subscriber to click on a confirmation link, which also serves as a method of positively confirming the validity of the email address.
Content Management Systems or CMS Software tools or web services for creating and amending website content. Typically, CMS are browser-based web applications running on a server. All enable users to readily add new pages within an existing page template. One of the most common CMS systems is Drupal.
Content marketing Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract a clearly-defined audience.
Contextual advertising Advertising that is targeted to the content on the webpage and / or locAtion someone is in, at the time of viewing.
Convergence A trend in which different hardware devices such as televisions, computers and telephones merge and have similar functions.
Conversion rate Measure of success of an online ad when compared to the click-through rate. What defines a ‘conversion’ depends on the marketing objective eg: it can be defined as a sale or request to receive more information. For example ten click-throughs might provide one conversion.
Conversions A descriptor encompassing an end user converting to a paying user or a user that performs an action of some sort.
Cookie A cookie is a piece of data that is saved, in a small text file, on a user’s device.
Cookies were invented to allow publishers, or third parties a publisher works with, to remember information about a browser, e.g. items added to a shopping cart. In digital advertising, cookies are mainly used to record a user’s browsing activity, e.g. sites visited or buttons clicked.
Cookies can contain all kinds of information, including non-personal data and personal data.
Cost per Acquisition (CPA) Refers to the overall costs associated with acquiring one user. This can be calculated by dividing total marketing costs by total number of new users.
Cost per Action (CPA) A pricing model that only charges advertising on an action being conducted eg. a sale or a form being filled in.
Cost per Click (CPC) The amount paid by an advertiser for a click on their sponsored search listing. See also PPC.
Cost per Mille (CPM) / Cost per Thousand (CPT) Online advertising can be purchased on the basis of what it costs to show the ad to one thousand viewers (CPM). It is a term that has been used in digital marketing as a benchmark to calculate the relative cost of an advertising campaign or an ad message in a given medium. Rather than an absolute cost, CPM estimates the cost per 1,000 views of the ad.
Cost per Thousand Impressions (CTI) The revenue paid to the publisher by the advertiser for every thousand times the ad is shown.
Creative Dimensions Measured in pixels, the width and height of an ad unit (WxH). The width is always the first dimension listed, followed by the height dimension (i.e. an ad that is 300×250 is 300 pixels wide by 250 pixels high).
CRM Customer Relationship Management (CRM) is a strategy for managing a company’s relationships and interactions with customers and prospects using data analysis of a customers’ interaction. It may involve an email programme to manage and develop relationships over time.
Cross-device tracking Cross-device tracking refers to technology which enables tracking of anonymised users across multiple devices, such as smartphones, tablets and personal computers. Advertisers use this technology to understand the cumulative effect of their marketing activity across multiple different digital touchpoints.
Cross-device tracking Cross-device tracking refers to technology which enables tracking of users across multiple devices, such as smartphones, tablets, and personal computers. Advertisers use this technology to understand the cumulative effect of their marketing activity across multiple different digital touchpoints.
Customer profiling Using data to find out a customer’s specific interests and characteristics which could be used for future targeting.
D.E.A.L D.E.A.L is a recommended approach for publishers to connect with ad blocking consumers through a step-by-step process implimented by the IAB: Detect ad blocking, in order to initiate a conversation, Explain the value exchange that advertising enables, Ask for changed behaviour in order to maintain an equitable exchange, Lift restrictions or Limit access in response to consumer choice.
Data exchanges Online auction marketplace where advertisers acquire 3rd party data that helps them better reach their target audiences with display.
Data Exchanges were created as marketplaces where Online Data Providers could sell their data directly to DSPs and Ad Networks. Who Uses: Ad Networks, DSPs.
Data Management Platform (DMP) Platforms that allow advertisers, agencies, publishers and others to control their own first-party audience and campaign data, compare it to third-party audience data, and give the ability to make smarter media buying and campaign planning decisions via behavioural targeting or extending audiences via lookalike modeling.  Advertisers and agencies generally utilise DMPs in order to buy more effectively while publishers typically utilise DMPs in order to segment their audiences and sell more effectively.
Demand-side platform (DSP) An advertising technology platform which allows marketers to manage their online media campaigns by facilitating the buying of auction-based display media and audience data across multiple inventory and data suppliers in a centralised management platform.
Direct Billing API Can be used to customise a purchase process that does not require the user to leave where they are.
Discrepancy The difference in campaign reporting numbers for key measurements such as impressions and clicks between multiple adservers.
Display advertising Display advertising is a type of online advertising on web sites. It includes many different formats and contains items such as text, images, video, audio and comes in several physical format sizes.
Double Opt-In Requesting the subscriber to opt-in twice, prior to engaging with the subscriber.
DRM Digital Rights Management is a set of technologies used by publishers and media owners to control access to their digital content. Access can be limited to the number of times a piece of content is accessed from a single machine or user account; the number of times access permissions can be passed on; or the lifespan of a piece of content.
DTSG (Digital Trading Standards Group) The industry successor to IASH, the DTSG is an independent audit of trading practices that suppliers offering extended network traffic beyond single-source premium destinations can sign up to. Suppliers agree to follow the DTSG UK Good Practice Principles and be audited regularly to ensure they are offering brand-safe environments for brands to appear against.
Dwell time The amount of a time a user spends on a piece of content on a website. This could include reading an article, watching a video or looking at advertising.
Dynamic ad delivery The process by which a uniquely sourced advertisement is delivered, via a campaign management platform, to a publisher’s mobile or web content.
Dynamic Creative Optimisation Dynamic Creative Optimisation is a type of automated creative generation where the elements that make up a creative such as the fonts, colors, photographic elements and messaging can be changed within the frame of the creative through constant A/B testing to determine what the optimal combination is.
EASA (European Advertising Standards Alliance) The European Advertising Standards Alliance (EASA) is the European body for national self-regulatory organisations (such as the ASA) and industry associations. It promotes responsible advertising in commercial communications by means of effective self-regulation.
Embedded format Advertising formats that are displayed in set spaces on a publisher’s page. See also banners, skyscrapers, button.
European Interactive Digital Advertising Alliance (EDAA) The EDAA administers the EU self-regulatory programme aimed at providing internet users with greater transparency and control over behaviourally targeted advertising. The EDAA Board is made up of advertising trade bodies, including the IAB. The IAB currently chairs the EDAA Board.
Expandable Ads Online advertising formats that appear on users’ screens on top of web content (and sometimes before web page appears) and frustrate the user experience. It is recommended that expansion be user initiated and have clearly marked close buttons and controls.
Expanded Dimenions The secondary dimensions of an expanding ad unit (after the ad is expanded). Initial dimensions are fit to the dimensions of the placement. Then, either by auto-play or by user interaction, the ad unit expands to its secondary dimension.
Financial Conduct Authority (FCA) The FCA regulates the financial services industry in the UK. They specifically regulate the marketing of financial products and have produced guidance on financial promotions in social media. The guidance covers character limitations, the use of images, non-intended recipients and consumers forwarding or sharing communications. The guidance is available on the FCA’s website.
Firewall A firewall is a system designed to prevent unauthorised access to or from a private network. You can implement a firewall in either hardware or software form, or a combination of both.
Flash Adobe Flash is a mixed software platform used for production of animations, rich Internet applications, desktop and mobile app and embedded web browser video players.
Freemium Model A type of business model that works by selling basic services, or a basic downloadable digital product, for free, while charging a premium price for advanced or special features.
Frequency cap Restriction on the amount of times a specific visitor is shown a particular advertisement.
GDPR The EU General Data Protection Regulation (GDPR) is the new legal framework governing the use of personal data across EU markets from 25 May 2018.
Generation Y See term ‘Millenials’
Geo-targeting Geo-targeting is the method of determining the geolocation of a user and delivering different content based on his or her location.
Global Positioning System (GPS) System of satellites, computers and receivers that can determine the latitude and longitude of a person and therefore potentially provide more context and relevance for the content and messaging.
Gold standard The IAB’s Gold Standard initiative was launched in October 2017 supported by all our Board members. It aims to drive up standards in the industry by committing signatories to:
1. Reducing ad fraud by implementing ads.txt
2. Improving digital advertising experiences by adhering to the Coalition for Better Ads principles and the ‘Better Ads Standards’
3. Increasing brand safety by working with JICWEBS with a view to becoming certified or maintaining certification
Global Standard for Mobiles. The set of standards covering one particular type of mobile phone system.
Hard Bounces Email non-delivery notifications that are generated as a result of messages being sent to invalid, closed or nonexistent email accounts
Header Bidding Header Bidding is a process that allows marketers a first-look at inventory that publishers would normally hold back for direct bookings. If the publisher can make a better price selling an impression programmatically then their ad server will make the decision automatically rather than fulfilling direct bookings first.
Hit A single request from a web browser for a single item from a web server.
Holding Company A parent company that owns other companies’ stocks. Examples include Omnicom, WPP, Interpublic and Publicis Groupe, that each control a large number of different operating agencies across the globe.
Hot Spot A “hot spot” is an area of an ad unit, which when rolled-over/rolled-on by the user’s cursor, such rollover triggers an event (i.e. expand ad).
HTML HyperText Markup Language, the set of commands used by web browsers to interpret and display page content to users.
HTML5 HTML5 is the new rendition of HTML (hypertext markup language) and includes features like video playback and drag-and-drop functionality.
IAB Europe IAB Europe is the Trade Association representing National IAB’s across Europe to European decision-makers. IAB UK is represented on the Board of IAB Europe.
IAB Tech Lab The IAB Technology Laboratory is an independent, international, research and development consortium charged with producing and helping companies implement global industry technical standards. Comprised of digital publishers and ad technology firms, as well as marketers, agencies, and other companies with interests in the interactive marketing arena, the IAB Tech Lab’s goal is to reduce friction associated with the digital advertising and marketing supply chain, while contributing to the safe and secure growth of the industry. The organisation’s founding member companies include AppNexus, Google, Hearst Magazines Digital Media, PubMatic, Tremor Video, Yahoo, and Yahoo! JAPAN. Established in 2014, the IAB Tech Lab is headquartered in New York City with an office in San Francisco.
IASH Established in 2005 (now defunct), IASH was an independent audit conducted on usually blind networks who aggregated supplier inventory and sold it on at a lower cost. Buyers would request IASH-accredited traffic to ensure that their brands were appearing on verified sites appropriate to their brand’s values. IASH was succeeded by the DTSG
Impressions Metric for counting the number of times users have viewed a particular element (such as an ad) on a desktop website, mobile website or app or an image embedded within a text message such as a mass-market email.
Instream mobile video When you view video content in a dedicated player and, whilst watching, you are served a video ad within that video content, this is known as instream.
Instream mobile video comes in 3 formats, both in-app and on mobile web …
• Pre-roll before content
• Mid-roll during content
• Post-roll after video content
Instream video is generally targeted, and relevant, to the video content it is served against, rather than the page content.
Intelligent Personal Assistant (IPA) An Intelligent Personal Assistant (IPA) is a software agent that can perform tasks or services for an individual. These tasks or services are based on user input, location awareness, and the ability to access information from a variety of online sources (such as setting the clock, weather or traffic conditions, look at the news, stock prices, user schedules, retail prices, etc.) Amazon Alexa is an example of an IPA.
Internet Protocol TV (IPTV) The use of a broadband connection to stream digital television over the internet to subscribed users. IPTV services are classified into groups such as Live Televison, Time shifted media and VOD.
Internet Service Provider (ISP) A company which provides users with the means to connect to the internet.
Interruptive formats Online advertising formats that appear on users’ screens on top of web content (and sometimes before web page appears – Prestitial) and frustrate the user experience.
JICWEBS JICWEBS (The Joint Industry Committee for Web Standards in the UK and Ireland) was created by the UK and Ireland media industry to ensure independent development of standards for measuring performance online and benchmarking best practice for online ad trading.
Keyword marketing The purchase of keywords (or ‘search terms’) by advertisers in search listings.
L.E.A.N The L.E.A.N principles are an industry initiative to improve the overall quality of the consumer’s experience by focusing on Lighter creative, Encrypted ad calls, Ad Choices supported user feedback and Non-intrusive experiences that don’t rely on tactics such as auto-play or sound-enabled creative. The LEAN principles are intended as guidance for all participants in the production of the digital ecosystem to follow to address the core reasons for installing an ad blocker.
Location Based Services (LBS) A range of services that are provided to mobile subscribers based on the geographical location of their handsets, e.g. local deals and sat nav.
Location Information Information that enables a mobile marketer to identify the specific location of a particular wireless device.
Locator An advertisement or service through which an advertiser’s bricks and mortar location can be identified based on proximity of the consumer or their preferred location).
Meta-tags/ descriptions HTML tags that identify the content of a web page for search engines.
Millennials A term used to refer to the generation born from 1980 until mid 2000’s onward, brought up using digital technology and mass media.
MMS Message A message sent via a Multimedia Messaging Service that contains multimedia objects.
Mobile Advertising Any form of advertising that is communicated to the consumer/target via a handset.
Mobile Messaging Programming Multiple mobile messages, usually delivered as part of a coordinated campaign.
MPEG File format used to compress and transmit video clips online.
MRAID MRAID or ‘Mobile Rich Media Ad Interface Definitions’ is the common API (Application Programming Interface) for mobile rich media ads that run in mobile apps. Basically, what it means is that MRAID compliant apps all talk the same creative language where things like ad expansion, ad resizing, and getting access to device functionally such as the accelerometer are concerned. This makes it much easier for developers to create rich media ads that will work across multiple apps. For more info about MRAID see here.
Multiple Purpose Units (MPU) A rectangular online advert. MPU stands for  mid-page unit as it appears mid way down the page.
Native advertising Digital advertising that works as part of the main content flow of a media owner’s site and, typically, provides audiences with a ‘content experience’. Native ad formats include content curation units, discovery and recommendation units. Some people also describe content marketing such as sponsored or advertising features as native advertising.
Natural search results The ‘natural’ search results that appear in a separate section (usually the main body of the page) to the paid listings. The results listed here have not been paid for and are ranked by the search engine (using spiders or algorithms according to relevancy to the term searched on.
Non-personal data (anonymous data) Non-personal data is any information that falls outside the scope of the General Data Protection Regulation (GDPR). This kind of information is also called anonymous data.
Non-Personally Identifiable Information (Non-PII) Information that may correspond to a particular person, account or profile, but is not sufficient to identify, contact or locate the person.
OBA Acronym for Online Behavioral Advertising. The collection of data from a particular computer or device regarding Web viewing behaviors over time and across non- Affiliate Web sites for the purpose of using such data to predict user preferences or interests in order to deliver advertising to that computer or device based on the preferences or interests inferred from such Web viewing behaviors. Online Behavioral Advertising does not include the activities of First Parties, Ad Delivery or Ad Reporting, or contextual advertising (i.e. advertising based on the content of the Web page being visited, a consumer’s current visit to a Web page, or a search query). Definition from page 10 of the Self-Regulatory Principles for Online Behavioral Advertising:
OBA Self- Regulation Developed by leading industry associations to apply consumer-friendly standards to online behavioral advertising across the Internet, the Self-Regulatory Program consists of seven Principles that correspond with the “Self-Regulatory Principles for Online Behavioral Advertising” proposed by the Federal Trade Commission in February 2009 that also address public education and industry accountability issues raised by the Commission. Definition from page 10 of the Self-Regulatory Principles for Online Behavioral Advertising.
Online data providers/data aggregator The definition of an “Online Data Provider” is broad and includes a number of players and data types, such as companies like Experian (Financial data), Nielsen (demographics and psychographic data) and OwnerIQ (purchase history). Who Uses: Advertisers and their agencies, Ad Networks, DSPs, Data Exchanges.
Online Video Advertising Online video advertising is any a/v advert watched via the internet. In its basic form, this can be TV ads run online, but adverts are increasingly adapted or created specifically to suit online. Video advertising can be placed before (pre-roll), during (mid-roll) and after (post-roll) video content – as well as ‘outstream’ in socical environments and on content sites.
Open Rate The number of HTML message recipients who opened your email, usually as a percentage of the total number of emails sent.
Opt-in The process where a subscriber provides explicit consent, after receiving notice form the mobile marketer.
Opt-out The process where a subscriber revokes consent, after receiving notice from the mobile marketer.
Optimisation Process of refining an advertising campaign so that it will perform more effectively i.e. extending reach, increasing response rate or creating more awareness.
OTT (Over the Top) Access to premium content through any device that connects to the Internet, often marketed as TV Anywhere/TV Everywhere; offers subscribers the ability to watch programming on any device they own
Out-stream impressions Out-stream impressions are video ad units unaccompanied by content. While a pre-roll or mid-roll ad requires a publisher’s video to wrap around, an out-stream ad is a video ad unit not tied to any piece of publisher video content.
Page View Unit of measure that tracks the number of times a user loads a particular page.
Paid for listings The search results list in which advertisers pay to be featured according to the PPC model. This list usually appears in a separate section to the organic search results- usually at the top of the page on the right hand side.
Pay for performance program Also called Affiliate Marketing, Performance-based, Partner Marketing, CPA, or Associate Program. Any type of revenue sharing program where a publisher receives a commission for generating online activity (e.g. leads or sales) for an advertiser.
Pay per lead The commission structure where the advertiser pays the publisher a flat fee for each qualified lead (customer) that is referred to the advertiser’s website.
Pay per sale The commission structure where the advertiser pays a percentage or flat fee to the publisher based on the revenue generated by the sale of a product or service to a visitor who came from a publisher site.
Pay per view (PPV) An ecommerce model that allows media owners to grant consumers access to their programming in return for payment. Micro payments may be used for shorter programming whist feature films may attract larger sums.
Personal data Personal data is covered by the General Data Protection Regulation (GDPR) and comprises any information relating to a person who can be directly or indirectly identified in particular by reference to an identifier, including name, identification number, location data or online identifier.
Personally-Identifiable Information (PII) Information that can be used to identify or contact a person, including name, address, telephone number, or email address. Can also include demographics or behavioural data.
Pharming An illegal method of redirecting traffic from another company’s website (such as a bank) to a fake one designed to look similar in order to steal user details when they try to log in.
Phishing An illegal method whereby legitimate looking e-mails (appearing to come from a well-known bank, for example) are used in an attempt to source personal information that can be used to steal a user’s identity.
Pixel The smallest unit of measure for graphical elements in digital imagery, used as the standard unit of measure for ad creative (i.e. 300×250 pixels). Pixels may also represent x/y coordinates relevant to a given space, such as the browser window, an application workspace or the user’s computer screen. (See also “Tracking Pixel”)
Podcasting Podcasting involves making an audio file of content that is available to download and stream.
Polite File Load Withholding a portion of the total ad creative file size (besides any initial file load size) from loading on a page until publisher content has loaded.
Pop-up Any advertising experience where visiting a website in an initial browser window initiates a secondary browser window to deliver an ad impression directly above the initial browser window. These are currently discouraged for desktop web and mobile web experiences due to consumer feedback.
Post-roll The screening of a video ad after viewing video content.
PPC Pay per click. The payment method used on search engines to enable adverts to appear under keyword searches.
Pre-roll The screening of a video ad before viewing video content.
Prestitial Any advertising that appears before requested content has loaded, blocking the consumer from progressing until either a countdown has elapsed or the duration of an ad experience has been achieved. These are currently discouraged for desktop web and mobile web experiences due to consumer feedback.
Programmatic The buying and selling of online ad inventory through automated methods rather than human actions. This includes but is not limited to Real-Time Bidding (RTB).
Progress Bar A video or animation control that shows users the progression of the video or animation in relation to its total duration.
Progressive Load Video A distribution method for serving video files in which the video file downloads over time into the cache of a user’s computer, much the same way images and other content elements are downloaded.
Publisher A web property providing content for consumers.  Business models range from subscription services to advertising monetisation.
Reach The number of unique web users potentially seeing a website one or more times in a given time period expressed as a percentage of the total active web population for that period.
Real time Information, data or content delivered immediately with no delay in the processing of requests, other than the time necessary for the data to travel over the Internet.
Real-time bidding (RTB) RTB is a protocol that enables the valuation and bidding on individual ad impressions in real time. The buying takes place through online media exchanges – basically media marketplaces – which connect sellers (publishers) and buyers (advertisers).
Relevance The likelihood that a given page or content will be of interest or useful to a search engine user for a keyword search.
Rich media The collective name for online advertising formats that use technology to deliver interactive and audio-visual elements to give richer content and a richer experience.
Rollover The willful pause of the user’s cursor on the target portion of the creative (the “hot spot”), such pause lasting at least one second in duration, before an action may be initiated by the ad (i.e. trigger an expand event, etc.). This one-second pause/delay requirement prevents unwanted, user-initiated actions and false reporting of user engagement.
Run of network (RON) An ad buying option in which ad placements may appear on any pages on sites within an ad network.
Run of site (ROS) An ad buying option in which ad placements may appear on any pages of the target site.
Search engine marketing (SEM) Form of marketing that seeks to promote websites by increasing their visibility in search engine results pages.
Session The time spent between a user starting an application, computer or website and logging off or quitting.
Short Message Service (SMS) A messaging system that allows sending messages between devices that consist of short code. Otherwise know as a text message.
Simulcast watching an existing TV service over the internet at the same time as normal transmission.
Site analytics The reporting and analysis of website activity – in particular user behaviour on the site. All websites have a weblog which can be used for this purpose, but other third party software is available for a more sophisticated service.
Site Tagging A tag is a keyword or term assigned to a piece of information. This kind of metadata helps describe an item and allows it to be found again by browsing or searching.
Skyscraper A long, vertical, online advert usually found running down the side of a page in a fixed placement.
Sniffer software Identifies the settings and permissions of a user’s browser to determine compatibility with ad formats and serves an advert they will be able to see/fully interact with.
Social Media Sites, applications and platforms that enable the sharing and generation of user content in real time and enable social networking. Facebook, Instagram & Twitter are examples of social media platforms.
Soft Bounces Email non-delivery notifications that are generated as a result of emails being sent to active (live) addresses but which are turned away before being delivered.
Spider Also known as a bot, robot or crawler. Programs used by a search engine to discover, download and index web content.
Standard Ad Units A set of ad specifications for standard image or animated in-page ad units that establish a framework for advertising inventory and webpage design.
Stickiness Measure used to gauge the effectiveness of a site in retaining its users. Usually measured by the duration of the visit.
Streaming media Compressed audio/video which plays and downloads at the same time. The user does not have to wait for the whole file to download before it starts playing.
Superstitials A form of rich media advertising which allows a TV-like experience on the web. It is fully pre-cached before playing.
Supply-side platform (SSP) An advertising technology platform which represents the suppliers of online ads (Publishers) SSPs give publishers the ability to increase their website advertising revenues by engaging with multiple demand-side channels (Ad Networks, Ad Exchanges and DSP’s) through a single vendor. Who Uses: Publishers.
Targeting Various criteria to make the delivery of an advertisement more precise (age, geographical location or behavioural cues etc.)
Text Ad A static appended text attached to an advertisement.
Third party adserving The technology used to deliver creative assets from one adserver into another, allowing advertisers to track the performance of the campaigns and recording impressions and clicks amongst other campaign metrics.
Tracking The ability to assess the performance of an ad campaign.
Tracking Pixel A 1×1 pixel-sized transparent image that provides information about an ad’s placement. In many cases, a tracking pixel is used to notify an ad tracking system that either an ad has been served (or not served, in some cases) or that a specific webpage has been accessed. Also knownas: beacon, web beacon, action tag, redirect, etc.
Trading desk An agency branch trading entity known as the expert operators in their use of new technology.  These entities can be independent or operate within an agency holding company.  This group of people (known as traders) play the day-to-day campaign management role. Who uses:  Agency holding companies, operating agencies, advertisers.
Traffic Number of visitors who come to a website.
Unique visitors Unique visitors refers to the number of distinct individuals requesting pages from a website during a given period, regardless of how often they visit. Visits refer to the number of times a site is visited, no matter how many visitors make up those visits.
User An anonymous person who uses a web browser to access web content.
User generated content (UGC) Online content created by website users rather than media owners or publishers – either through reviews, blogging, podcasting or posting comments, pictures or video clips.
VAST VAST or ‘Video Ad-Serving Template’ provides a common ad response format for video players that enables video ads to be served on all compliant video players. This means that advertisers don’t need to integrate lots of different ad tags to be able to serve their video across multiple publishers.
Video On Demand (VOD) Allows users to watch what they want, when they want. This can be either ‘pay per view’ or a free service usually funded by advertising. All major broadcasters offer VOD such on platforms such as 40D or BBC iplayer.
Viewability Viewability is an online advertising metric that aims to determine only impressions that had the opportunity to be seen by users. For example, if an ad is loaded at the bottom of a webpage but a user doesn’t scroll down far enough to see it, that impression would not be deemed viewable. Viewability is not a measure of ad effectiveness.
Viewable impressions A digital ad that had the opportunity to be seen, sometimes referred to through the traditional print media term of being “above the fold”. The current industry criteria for a standard ad unit to be considered viewable is that 50% of the canvas was within the consumer’s rendered window for a minimum of 1 second – the time required for a consumer to understand that the unit is a piece of advertising. Viewability is not a measure of ad effectiveness.
Virtual reality (VR) Virtual reality or virtual realities (VR), also known as immersive multimedia or computer-simulated reality, is a computer technology that replicates an environment, real or imagined, and simulates a user’s physical presence and environment.
Voice Search A method to search by speaking, rather than typing which can save time on doing tasks or allow the user to multi task. Intelligent assistants such as Siri and Alexa offer voice activated search results.
VPAID VPAID or ‘Video Player Ad-Serving Interface Definition’ establishes a common interface between video players and ad units, enabling a rich interactive instream ad experience. The two main areas that VPAID covers are providing consumers a rich ad experience and capturing ad playback and user interaction details.
White-list An accepted list of contacts to receive email from (and should not be filtered or sent to the trash or spam folder) or a list of websites that ad advertiser will permit their ads to be placed on.
Wi-Fi (Wireless Fidelity) The ability to connect to the internet wirelessly.
Blog Guide

Looking to Brush Up On Your Advertising Knowledge?


Platforms to Learn Advertising - Advertising 101 - Advant Technology
Platforms to Learn Advertising – Advertising 101 – Advant Technology

Whether you think you know it all, or you’re just getting started, we’ve complied a comprehensive list of resources with some of the best courses, academies, and news outlets related to paid digital advertising.

WTF Digiday

A handy guide with detailed insights into ‘wtf is’ pretty much anything in the world of programmatic, PPC or social media advertising.

Think With Google

Brilliant insights backed by extensive qualitative and quantitative research. The Think With Google series is great as most of the information is backed by case studies. Just don’t forget Google has an agenda – sell more ads and make more money, naturally they’ll only showcase the best results and insights that shines a favourable light on to the products they push.

Facebook IQ

What our team loves about Facebook IQ is how they combine insights across both data and creative. Naturally creative is more important in Facebook & Instagram advertising because by nature the platform is more visual in comparison to Google Ads.


Udemy has thousands of hours of excellent footage led by thought leaders in programmatic advertising. Yes, you will have to pay for the courses but as most of them are less than $20 each it’s not a big ask.

Teads is a global video advertising technology company that reaches 2billion people globally. Our CEO Ben Myers helped drive some of the early phase growth when the company was called Ebuzzing. Famous for the inread format they pretty much coined the term outstream video advertising. They mostly focus on brand advertising but now offer performance advertising solutions too. They have courses on subjects such as responsible advertising, data solutions audience, contextual targeting, traffic acquisition: driving qualified traffic, as well as a host of courses tailored to learning Teads specific tools. Checkout the free Teads academy, an excellent educational programmatic course for media buying traders.

Google Digital Garage
If courses and an academy is your thing and you’re looking to come out with a certificate at the end of it, then look no further than the Google Digital Garage. What we love is that the majority of the courses are free. Certificates look great on your CV, we actually noticed a big uptick of people completing courses like these during the 2019 pandemic lockdowns. You can browse the courses here. Make sure to use the filters and you will find that there is something for everyone, beginner to advanced. You can learn about YouTube Ads, PPC Google Ads and of course the Google Display Network as well as Google DV360. If you need help with any of these platforms reach out to our sales team now.

The IAB offers a range of courses relating to digital advertising. They are a little more pricey than those mentioned on this page and you may need IAB membership but if you want an accurate, relevant, and detailed course these could be just the thing. Check out this programmatic 360 course for instance, it will give you an overview of programmatic technology, programmatic key players, programmatic ecosystem, programmatic supply and demand side and programmatic investment, priced at $299.00

TTD – The Trade Desk
A demand side platform (DSP) WTF is a demand side platform I hear you ask? Learn more about that here. TTD is a global DSP with advanced enterprise level features and impressive reporting suite. Luckily, the team at TTD have been nice enough to provide a suite of courses and accreditation certificates for practical advice and knowledge relating to programmatic media buying and media trading. Check out:

  • Marketing Foundations which covers basic advertising concepts, audience activation including what is a DMP, PMP deals and campaign success.
  • Data Driven Planning which covers data & identity, measurement and goal setting and driving growth.
  • Trading Essentials which covers data and inventory, forecasting, artificial intelligence, campaigns and ad groups and finally insights and optimisations.

Another course from one the most widely used programmatic DSPs, Mediamath. Mediamath has a particular heritage of working with performance advertisers vs brands. They offer a good selection of courses for beginners to advanced in their academy.
Courses include:

  • Programmatic Advertising essentials – A soft and gentle guide to the basics
  • Programmatic evolution – The ins and outs of how programmatic advertising came to be a $155 billon dollar a year industry.
  • Measurement – A holistic guide to reporting, insights and attribution
  • Supply side – everything you need to know about how an online publisher sells their inventory via an SSP.
  • Programmatic and emerging channels such as connected TV and programmatic audio.

Amazon is quickly becoming a leading advertising player up there with the juggernauts of Facebook & Google. If there is anyone who can take them on, it’s Amazon. Amazon saw a 32% revenue increase in Q1 of 2021 alone. Understanding the Amazon advertising platform, how it works, and the different types of ads will stand you in good stead as the platform grows and Jeff Bezos becomes ever wealthier.

Exchangewire is led by a good friend of ours, Ciaran O’Kane. Their YouTube channel is a great resource for learning and if you want to stay-up-to-date on data, programmatic media advertising take a look at Exchange Wire.

The following resources are geared to marketing and advertising in general not just digital, so you’ll get news on offline channels including TV, print, outdoor and some PR.

The Drum
Current up to date news on marketing and advertising. We recommend singing up to their newsletter and then adapting your marketing preferences to receive what’s relevant to you.

Campaign Asia
Geared to the Asian Market

Campaign Live
Geared to the UK market

Geared to the US market

Geared to the Norwegian market (having featured Advant Technology we thought it should make the list)

Learn Advertising with These Great Tools and Websites - Programmatic Advertising - Advant Technology
Learn Advertising with These Great Tools and Websites – Programmatic Advertising – Advant Technology
Blog Guide Programmatic

A guide to contextual targeting


An ad for a stroller displayed on a site for expecting parents or a shampoo ad shown before a hair makeover video. Makes a lot of sense, right?  The method that allows for ads to be displayed alongside highly relevant content is called contextual targeting and can be done through specific keywords or categories relating to the central theme of a website or page.
Contextual Targeting - Advant Technology - Programmatic Advertising 101
Contextual Targeting – Advant Technology – Programmatic Advertising 101


Before launching a campaign, we choose a set of specific keywords, topics and themes relating to your ads on the Display Network. Google then analyses the content of publishers’ websites and matches it against your chosen keywords, topics, language and location.  An example would be if you are a restaurant chain looking to run an awareness campaign for your newly-opened branch. If a person is nearby and reading a food blog, your ad might get displayed. Because the ad isn’t disruptive (the user is already interested in this type of content), the user is more likely to respond positively to your ad. 
Contextual Targeting - Programmatic Advertising 101 - Advant Technology
Contextual Targeting – Programmatic Advertising 101 – Advant Technology


The Google Keyword Planner is a great starting point to start building your keyword list. There are best practices for how to maximise the success from your keyword list. Typically, Google recommends that each ad group should contain anywhere between five to 50 keywords, and they should be shorter and more to the point than the keywords you’d typically use for organic search. 


For a successful contextual ad campaign, it is also important to consider the buying journey of your target group. Do you want to target users in the consideration phase? What type of content will users who are ready to make a purchase consume? By getting a good understanding of this journey, you’ll be able to draft up a more effective list of keywords. 


We recently worked with  Bompas & Parr who, together with the Design Museum, organised the competition Fountain of Hygiene to raise funds for the British Red Cross in light of Covid-19. Read more about the campaign.  The aim of the campaign was to maximise the number of competition entries. To do so, we used contextual targeting to get the ad displayed alongside relevant content and in front of designers and creatives who would be likely to enter the competition.  Below you’ll find two examples of ad placements for this campaign.


contextual targeting example The Design Week placement shows an example of category contextual targeting where a page matches a specific pre-assigned category for which the ad matches. The Design Week has a large readership of designers and creatives and our ad would likely fit well alongside any page on the site.


CONTEXTUAL TARGETING AD EXAMPLE The Evening Standard  shows a result of keyword contextual targeting where the ad is displayed alongside content that matches a specific keyword. Although the site isn’t  necessarily specifically targeted towards our main target group, we were still able to display out content alongside highly relevant content.


Our team are experts at planning contextual ad campaigns, so if you’re keen to try out this method for your next ad campaign, please get in touch and we’d be more than happy to help you plan it. 
Blog Guide Video Advertising

A guide to outstream video advertising


Outstream Video Advertising - Definition - Programmatic Advertising 101 - Advant Technology
Outstream Video Advertising – Definition – Programmatic Advertising 101 – Advant Technology

Ever been reading an article on an editorial site and a video ad starts playing when you scroll over it? This is outstream advertising. As they tend to feel more natural in the environment they are displayed, they are also often referred to as native video ads.

Outstream Advertising - Advant Technology
Outstream Advertising – Advant Technology

What’s so great about outstream video advertising?

  • Capable of achieving 100% viewability
  • Considered less intrusive
  • People view outstream videos for 25% longer than in-stream ads
  • The flexibility makes it compatible with nearly any publisher
  • Increases click-through rates
Benefits of the Outstream Video Advertising - Advertising 101 - Advant Technology
Benefits of the Outstream Video Advertising – Advertising 101 – Advant Technology

What is outstream video advertising?

The word outstream means that this format doesn’t need existing video content to exist. The benefit of this is that publishers don’t need to host videos within their articles to display your ad, and this opens up for a much wider range of publishers to distribute your video ad across.

This ad format offers an engaging ad experience with minimal disruption. The video only plays when the ad is in view. By default, outstream videos are played without sound to cause minimal disruption, but users who wish to engage could opt in to hear the sound.

Outstream Video Advertising - Mockup - Advant Technology
Outstream Video Advertising – Mockup – Advant Technology

Compared to in-stream ad format, outstream offers greater viewability and longer viewing times.

Blog Guide Video Advertising

A guide to rewarded video advertising


Think you crushed your last candy? Think again.
Ever played a game and ran out of lives and got angry birds at your friends for not sending you an extra life? What if we told you there’s an easy, fast and free way to keep on playing? Just watch a video ad and you’ll get rewarded with a new life…or access to premium content…or virtual currency. You can basically crush candy until the cows from Farmville come home.

This is what opt-in, or rewarded video advertising is about, and we’re all over it.

What is so great about rewarded advertising? 

  • The power is with the user. Don’t feel like watching the ad? No problem (but you’ll have to wait a minimum of 30 mins to get a new life. And anyone who has played Candy Crush knows Candy Crush minutes are equal to about 300 real minutes)
  • How great is the brand who just helped you reach that new level? A lot better than your so-called friends who refuse to send you extra lives, that’s for sure.
  • It’s a win-win situation where both user and advertiser gets rewarded. In our case, as advertisers who play, it’s like the best thing ever.
  • The target audience is broader than you may think with the average mobile gamer aged 38 years and female

Still not convinced? These numbers talk for themselves:

  • A Facebook survey showed that nearly three in four gamers would happily watch in-game ads  in order to enjoy free games
  • The average CTR (click-through rate) is 7.5 times higher than display ads
  • They can be 86% less expensive than video ads overall
  •  52% of apps say that this type of video ads are the most lucrative type of in-game advertising
  • 71% of players prefer watching in-game video ads than paying for an app
  • 62% of players regularly choose to engage with rewarded video apps by choice
  • 62% of apps saw user retention increase or maintain after the introduction of rewarded video ads

We’ve had great success with rewarded video advertising for many clients. Check out some of our customer success stories from Shore Projects and Activision Blizzard.

Blog Guide Programmatic

Open Auctions


I know what you’re thinking. A digital advertising phrase that is not an acronym? What is going on? 

Calm down there cowboy. You can always trust the digital advertising community to come up with TLSs (three-letter acronyms). For Open Auctions, they’ve settled on RTB (Real-Time Bidding).

What are open auctions?

An open auction is a real-time bidding process that allows multiple publishers and advertisers to bid on ad inventory. 

What are the pros?

  • Cost-effective: these types of auctions are great if you’re looking for a large reach and have a relatively small budget to play with
  • Straightforward: easier and faster to set up compared to other media-buying methods 
  • Targeting: access to multiple powerful targeting options including third-party data
  • Optimisations: the advertisers can be creative with formats and optimisations to engage with the user
  • Reach: you can reach target audiences irrespective of the sites they are visiting 

What are the cons?

  • Non-premium: inventory us not as premium as other buying-methods
  • Ad fraud: chances of ad fraud can be greater compared to closed auctions
  • Brand safety: a chance to appear on sites you don’t want to associate with
  • Lack of transparency: no set price structures 

When to choose open auctions:

  • When you want access to a large range of inventory at lower rates and want to have the fluidity of easy access 
  • When access to third-party data and other targeting technologies would be beneficial to overlay on top of your open auction

When to avoid open auctions:

  • When you want access to more premium inventory (mastheads, roadblocks etc.) 
  • When the publisher is offering premium inventory along with premium targeting only accessible buy some form of programmatic media 

If you want to learn more about other types of programmatic media-buying, check out our blog post on PMPs (private marketplace deals).


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