Websites using New-programmatic

Okay, let s break down new programmatic with an overview, revenue, alternatives, pricing, and customer care details.

Understanding New Programmatic

First, it s important to define what we mean by new programmatic. The programmatic advertising landscape is constantly evolving. Here s what often falls under the umbrella of new programmatic :

• Advanced Targeting: Moving beyond basic demographic targeting to incorporate more granular data points like behavioral patterns, contextual relevance, location-based data, and intent signals.
• Enhanced Automation: Utilizing AI and machine learning to optimize bidding strategies, automate creative asset variations, and dynamically adjust campaigns based on real-time performance.
• Omnichannel Approach: Extending programmatic capabilities beyond desktop display to include connected TV (CTV), digital out-of-home (DOOH), audio, and other emerging channels.
• Transparency & Supply Path Optimization (SPO): Emphasizing greater transparency in the ad supply chain, aiming to reduce inefficiencies, and choosing the most direct and cost-effective routes to reach target audiences.
• First-Party Data Integration: Prioritizing the use of a brand s own data in programmatic campaigns for improved targeting accuracy and personalization, especially with the phasing out of third-party cookies.
• Privacy-Preserving Technologies: Adopting privacy-focused solutions that respect user data rights while still allowing for effective advertising.
• Dynamic Creative Optimization (DCO): Serving ads with real-time creative variations to better resonate with individual users based on their behavior and context.

1. Overview

• Core Concept: New programmatic represents the latest iteration of automated advertising, focusing on efficiency, precision, and effectiveness in the rapidly changing digital advertising landscape.
• Key Benefits:
  • Improved Targeting: Reach more qualified audiences with greater accuracy.
  • Increased Efficiency: Automate processes and reduce manual overhead.
  • Enhanced ROI: Optimize campaigns for better performance and higher returns.
  • Omnichannel Reach: Connect with consumers across various touchpoints.
  • Data-Driven Insights: Gain deeper understanding of audience behavior and campaign performance.
• Challenges:
  • Complexity: Requires expertise in advanced technologies and data analysis.
  • Cost: Can be more expensive than traditional programmatic options.
  • Privacy Concerns: Requires careful handling of user data and compliance with regulations.
  • Fragmented Ecosystem: Navigating the complex landscape of platforms and technologies can be challenging.

2. Revenue

• Revenue Model: Typically based on a cost-per-mille (CPM) or cost-per-click (CPC) model. Some platforms may also offer cost-per-acquisition (CPA) or other performance-based models.
• Sources of Revenue:
  • Media Buying: Revenue generated from advertisers purchasing ad impressions.
  • Technology Fees: Revenue from providing programmatic advertising platforms, tools, and services.
  • Data Services: Revenue from selling data or providing data analysis services.
  • Managed Services: Revenue from managing programmatic campaigns on behalf of advertisers.
• Growth Potential: The new programmatic segment is experiencing significant growth as advertisers seek more effective and data-driven solutions. The shift towards omnichannel and privacy-centric approaches creates substantial revenue potential.
• Profitability: Profit margins vary based on the services offered, the level of technology investment, and the complexity of campaigns.

3. Alternatives

• Traditional Programmatic: Basic real-time bidding (RTB) using less sophisticated targeting and automation.
• Direct Buys: Negotiating directly with publishers for ad placements.
• Social Media Advertising: Utilizing advertising platforms like Facebook Ads, Instagram Ads, or LinkedIn Ads.
• Search Engine Marketing (SEM): Paid advertising on search engines like Google.
• Affiliate Marketing: Partnering with websites and influencers to promote products or services.
• Traditional Media: Advertising through print, radio, and television.
• Content Marketing: Creating valuable content to attract and engage audiences.

4. Pricing

• Pricing Models:
  • CPM (Cost per Mille): Advertisers pay a set price for every 1,000 impressions.
  • CPC (Cost per Click): Advertisers pay a set price for each click on their ad.
  • CPA (Cost per Acquisition): Advertisers pay only when a desired action (e.g., purchase) occurs.
  • Performance-Based: Pricing is directly tied to the achievement of specific campaign goals.
  • Platform Fees: Some platforms charge fees for using their technology or providing managed services.
• Factors Affecting Pricing:
  • Targeting Sophistication: Advanced targeting often costs more.
  • Reach & Volume: Larger campaigns and wider reach typically command higher prices.
  • Channel Choice: CTV, DOOH, and audio tend to have different pricing structures than display.
  • Data Costs: Access to premium data sources increases campaign costs.
  • Competition: Higher demand for specific audience segments drives up prices.
  • Managed Services: Agencies often charge fees for campaign management.

5. Customer Care

• Support Channels:
  • Email: Standard method for inquiries and technical issues.
  • Phone: For urgent matters and personalized support.
  • Chat: Real-time support through chat interfaces.
  • Knowledge Base/Help Center: Resources for self-service troubleshooting.
  • Account Management: Dedicated representatives for enterprise clients.
  • Community Forums: Platform for peer support and knowledge sharing.
• Types of Support:
  • Technical Support: Assistance with platform usage, troubleshooting, and integration.
  • Onboarding Support: Help for new users to learn the platform and set up campaigns.
  • Campaign Optimization: Recommendations for improving campaign performance.
  • Billing Support: Assistance with payment inquiries and issues.
  • Strategic Guidance: Advice on best practices and future campaign planning.
• Customer Care Focus:
  • Responsiveness: Quick and efficient resolution of user issues.
  • Personalization: Tailored support based on user needs and experience.
  • Proactive Assistance: Anticipating potential problems and providing solutions.
  • Education & Empowerment: Equipping users with the knowledge to manage their campaigns effectively.
• SLA (Service Level Agreements): Many platforms provide service level agreements outlining response times and performance standards.

Key Takeaways

• New programmatic encompasses the latest advancements in automated advertising, offering significant benefits but requiring expertise and careful planning.
• Revenue models are primarily CPM, CPC, and CPA-based, with potential for diverse revenue streams through technology and data services.
• Alternatives range from traditional media to other forms of digital advertising, each with unique strengths and weaknesses.
• Pricing is complex and depends on factors like targeting, reach, channel choice, and the level of managed service.
• Customer care is critical for success and should include responsive, personalized, and proactive support.

If you have more specific questions about a particular platform or service within new programmatic, feel free to ask!