What is Programmatic Advertising? An Interview with Pete Kluge of Adobe

The best part of having this publication is that I get to learn directly from the experts! Since my focus is often search, content and social marketing with our clients, I don’t get to dive too deep into other technologies. Programmatic advertising is one of those technologies that’s come of age and making incredible strides.

Programmatic advertising used to be a term that associated with real-time bidding (RTB)and the purchasing of advertising on search and display advertising networks. While some scoff at the term as jargon, the advancement of programmatic advertising is both complex and comprehensive.

What is Programmatic Advertising?

A Programmatic Advertising platform helps marketers manage and forecast the best mix of search, display and social ads based on a set budget. It automates the execution of media plans, delivering relevant content to high-value audiences at scale.

Some Programmatic Advertising Terms

  • Advertising Inventory (Ad Inventory) – quantity of available ad placements (or impressions) for selling to advertisers for a given period and price.
  • Real-Time Bidding (RTB) – is a means by which advertising inventory is evaluated, purchased and sold on a per-impression basis without manual user intervention. The buying platform and selling platform negotiate with one another to sell the impression as it becomes available.
  • Data Management Platform (DMP) – also called a unified data management platform (UDMP) is a centralized system for collecting, integrating and managing large sets of data from disparate sources.
  • Demand Side Platform (DSP) – a system that allows buyers of digital advertising inventory to manage multiple ad exchange and data exchange accounts through one interface.

An Interview with Pete Kluge of Adobe

Pete Kluge, AdobePete Kluge is a senior prod­uct mar­ket­ing man­ager for Adver­tis­ing Solu­tions at Adobe. Our interview with Pete was one of the best I believe we’ve had to date – walking through every element of this complex solution. Pete explained Programmatic Advertising from the theory through to Adobe’s implementation, the challenges and even what’s coming next. Be sure to listen to the entire interview!

Modern Programmatic Advertising platforms like Adobe Media Optimizer integrate customer data, audience segmentation, dynamic advertising, optimization, bidding, and omni-channel display advertising in real-time.

If that’s not complex enough, the systems can execute these display advertising campaigns across search networks, social networks, a multitude of display advertising networks, and even incorporate premium ad inventory from private exchanges and marketplaces where they may be a 1:1 relationship with the ad publisher.

By incorporating the DMP, display advertising can be optimized for acquisition, retargeting or even customer-specific ad buys. Adobe even offers Dynamic Creative Optimization (DCO) to even optimize the creatives that are published. That’s quite a few moving parts!

programmatic advertising

For some additional research, watch AMO’s Display Advertising Spotlight Video with Pete Kluge and Adobe’s Webinar with Redbox, the Future of Programmatic Ad Buying.

About Adobe Marketing Optimizer (AMO)

Part of the Adobe Marketing Cloud, Adobe Media Optimizer (AMO) is the industry’s first fully integrated, programmatic digital advertising platform delivering cross-channel ad management, optimization, bid management and forecasting across search, display and social media campaigns to maximize advertising ROI. AMO supports 500+ global customers and manages more than $2 billion in annualized advertising spend.

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