Enhanced Success with Programmatic Social Advertising

Patrick Dawson () and Michael Lamb ()
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Patrick Dawson: MediaMath
Michael Lamb: MediaMath

A chapter in Programmatic Advertising, 2016, pp 103-110 from Springer

Abstract: Abstract Efficient markets operate on the principle of investors having access to the best information when making a purchase decision. Programmatic advertising embraces this principle in its allocation of inventory to advertisers. It provides a single view of the consumer and single point of media planning and buying across all digital media channels, and allows marketers to leverage their own data, media, and technology. The social media ecosystem offers enormous value to advertisers as a piece of Programmatic Advertising; it provides an even more contextually targeted advertising solution where the influence of a friend or other trusted source, guides the user along a path to consuming new forms of content. With the introduction of more targeted social ad formats (e.g. custom audiences, multi-product ads, dynamic product ads, etc.), social media platforms are embracing the approach to real-time bidding. Traditionally, real-time bidding exists as a facet of programmatic advertising allowing buyers to access real-time inventory at scale. With the growing need to deliver more content as part of a holistic user experience, we’ve begun to see a shift in using Programmatic Advertising across all types of media.

Keywords: Social Network; Social Media Platform; Online Advertising; Custom Audience; Programmatic Advertising (search for similar items in EconPapers)
Date: 2016
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DOI: 10.1007/978-3-319-25023-6_8

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