According to a report, programmatic advertising has become the most prominent digital advertising ad display method in 2022.
Even as per Statista’s research, towards the end of 2021, programmatic advertising expenditure had reached an expediential growth amounting to $150 billion, constituting about 71% of the entire digital ad spending. Programmatic ads will be valued at $297 billion by 2023, claimed another industry study.
These reports state that the adoption of programmatic advertising has reached new heights! Publishers and advertisers both seem to be favoring programmatic advertising over manual methods.
So, what has encouraged the growth in programmatic ads? What is programmatic advertising all about? And how does it mainly help app publishers?
Let’s find out!!!
What is Programmatic Advertising?
Programmatic advertising is an effective way through which advertisers can automatically buy and publishers can automatically sell their respective digital ad space.
Earlier, advertisers manually reached out to ad publishers – through which they ordered, designed, and reported on ads. However, because of programmatic advertising, this process has been streamlined. At the same time, ads have become more relevant, effective, and efficient.
Programmatic ad inventory and database allow access to any digital ad format or digital advertising platforms strategically.
How do Programmatic Ads work?
In simple words, programmatic ads do not waste advertisers’ money by showing ads to the general public. It identifies the target and offers the ad to the relevant audience, the algorithms help achieve this.
Publishers also use programmatic mediums to display ads as it allows them to earn better. Publishers offer their ad units through multiple platforms that enable programmatic ads. This lets them generate better ROI and earn more through every click or impression.
What has promoted the growth of Programmatic Advertising?
The adoption and growth of programmatic advertising have been credited to two main factors – those are:
Efficiency In Ad Buying & Selling – Through programmatic ads, app publishers can sell out their ad unit more efficiently as it helps in reaching out to the right advertiser. Likewise, the users are offered ads that they can relate to and afford, ensuring a fruitful transaction.
Relevancy In Ad Targeting – Programmatic ads also make sure that the ads displayed on the app improve traction. The algorithms and database offered by programmatic advertising identify users and showcase them relevant ads that are sure to gain impressions and clicks.
How do Programmatic Ads help app publishers?
Programmatic ads can benefit publishers by retaining the interest of the app user. Through programmatic ads, app publishers can give extra attention to the app users and can host ads that are relevant to them.
With programmatic ads, app publishers can also access deals that bring them potential growth, higher revenues, maximize revenue through different types of biddings, access to multiple DSPs, etc.
This is not just a revenue model, but also results in in-app user growth and eventually boosts the entire app business.
Which are the Programmatic Advertising Platforms used by App Publishers?
There are many programmatic advertising platforms available to the publishers, but two of the most widely used platforms are:
Google AdX, also referred to as DoubleClick Ad Exchange in the past, is an extensively used programmatic advertising platform by app publishers. It is a marketplace ad space is bought and sold.
As a programmatic advertising exchange platform, Google AdX uses real-time bidding (RTB) to define the cost of advertising space.
Publishers prefer Google AdX as it allows them to sell advertising space to a wide range of advertisers in a real-time setting and match their target audience more efficiently.
Moreover, publishers can also retain control by knowing which ads are shown, who purchased their inventory, and for what price the ad units are selling.
AdX provides access to more premium advertisers which leads to better rates for ad inventory programmatically for publishers.
Google defines AdMob as a mobile ad network that helps publishers monetize their apps more effectively. From earning more money from ads, gaining actionable insights, and expanding the app business – Google AdMob programmatically enables growth.
AdMob offers multiple ad formats and uses AI technology – which means app publishers only have to add a line of code and ads will automatically be generated. Moreover, AdMob also offers ad mediation and open bidding, which is yet another major programmatic way of displaying ads by enabling app publishers to add other mobile ad networks.
AdMob programmatic advertising features are designed to help maximize profits for app publishers.
How To Enable Programmatic Ads?
Would you as an app publisher want to explore and enable programmatic ads on your mobile apps?
Get in touch with AppBroda, as our team of experts help you deliver more effective and engaging ad experiences to your app users. We introduce you to the best programmatic advertising platform and cater to a wide variety of innovative ad formats – that ultimately deliver results!!!
For more details, reach out to us now!