{"id":1577,"date":"2020-04-26T07:37:23","date_gmt":"2020-04-26T07:37:23","guid":{"rendered":"http:\/\/redberries.ae\/?p=1577"},"modified":"2024-02-02T18:08:36","modified_gmt":"2024-02-02T14:08:36","slug":"how-can-programmatic-advertising-be-dangerous","status":"publish","type":"post","link":"https:\/\/redberries.ae\/how-can-programmatic-advertising-be-dangerous\/","title":{"rendered":"How Can Programmatic Advertising be Dangerous?"},"content":{"rendered":"

Programmatic ads are using software to buy digital advertising. While the normal method includes requests for proposals, tenders, quotes, and human negotiation, programmatic purchasing makes use of computers and algorithms to get display space.<\/p>\n

Nevertheless, the ad buying process is not entirely automated. Traditionally you would have prepared insertion orders or added tags manually, which can be menial but labor-intensive.<\/p>\n

Programmatic media purchasing helps the “owner\/company” to tailor a relevant and innovative message to the right person, in the right context at the right time \u2013 leveraging viewer knowledge from the client (the consumers you want to target) around the type of audience they want.<\/p>\n

This approach will offer far more specificity and versatility of content and media, resulting in more effectively tailored ads, and less of digital advertising’s “spray and pray” technique \u2013 which is less targeted and dependent on sheer volume (mostly impressions).<\/p>\n

What about Programmatic Advertising and RTB (Real-time buying)?<\/b><\/h2>\n

Programmatic RTB is different from PPC-just as it is done for advertising display only. It\u2019s an automated way to buy media that is purchased and distributed in real-time across technology channels.<\/p>\n

What is an Ad Exchange?<\/b><\/h3>\n

An Ad Exchange is where marketers negotiate with advertisers and agree to a price for showing their advertising. This functions much like a stock market’s trading floor but for ads on digital displays.<\/p>\n

Many ad exchanges nowadays function via real-time auctions, where ad transactions are made while a visitor loads a website.<\/p>\n

How are ad networks different from ad exchanges?<\/b><\/h3>\n

An ad network is a portal that is linked to a number of websites and sells inventory on those pages to advertisers, whereas an ad exchange is a trading floor where advertisers may purchase ad space from several ad networks.<\/p>\n

Mobile Ad Exchanges<\/b><\/h3>\n

Traditionally, ad exchanges have been used as a means for advertisers to auction off unsold inventories to the highest bidder, after manually selling their premium inventory.<\/p>\n

What is a Supply-Side Platform (SSP)?<\/b><\/h3>\n

In the same way, marketers handle their programmatic ad buying using Demand-Side Platforms, publishers use a Supply-Side Platform to manage their display space.<\/p>\n

\"Supply-Side
Supply-Side Platform<\/figcaption><\/figure>\n

How can these types of ads be dangerous?<\/b><\/h3>\n

Big advertisers pulled YouTube advertising<\/strong><\/a><\/span> over fears that the video platform was unable to promise that advertisements would not be seen on extremist content.<\/p>\n

Ad Fraud:<\/h4>\n

Ad fraud happens when the advertisements are not seen or when non-human traffic is seen in the advertisement.<\/p>\n

If advertisements are seen by non-human traffic (i.e. bots), the impressions and clicks are created by fake traffic. These are scripts that claim to be human by browsing websites, watching advertisements, imitating mouse movements and clicks, and even producing (therefore triggering conversions) fake form submissions.<\/p>\n

When advertisements are not seen, this means ads are not available to the user but impressions (and sometimes clicks) are still produced. We use the phrase “visibility” to define whether the ad may have been viewable.<\/p>\n

Here are some cases that give the impression of fraud:<\/h4>\n