FAQ


What is programmatic advertising?

Programmatic advertising is a term used in digital marketing that describes computer-based automated buying, selling, and optimization of digital advertising across mobile, video, display and TV.
In contrast with traditional advertising, programmatic ad buying involves the use of software machines to purchase digital ads by leveraging audience specific information. Programmatic advertising technology ensures efficiency and reduced advertising cost.

When should I use programmatic advertising for monetization?

· Unmonetized inventory/unsold inventory.
· Lack of / No sales team.
· Can’t afford to bring in-house or hire an agency.
· Don’t have the bandwidth, expertise or resources.
· Want to efficiently scale.
· Brand awareness.
· Improved ROI.


What are the benefits of programmatic advertising?

· Efficiency at scale.
· Real-time optimization and analytics.
· More control over where your ads are being shown as well as who is buying your inventory.
· Advanced targeting options.

What is header bidding?

Publishers offer inventory to multiple ad exchanges simultaneously before making calls to their ad servers. The idea is that by letting multiple demand sources bid on the same inventory at the same time, publishers increase their yield and make more money.


What vendors do you work with?

We are vendor agnostic; meaning we work with many different technology partners in order to pair our clients with the best partner to achieve their goals.

What targeting is possible?

Targeting options are typically dependent on goals and strategy of the seller and buyer. Some options are data/audience targeting, contextual targeting, recency targeting, geo or location targeting, etc.


What is RTB?

Real Time Bidding – is the means by which advertising is bought and sold on a per-impression basis via programmatic instantaneous auction.

What are ad exchanges?

An ad exchange is a technology platform that facilitates the buying and selling of online media advertising inventory between an advertiser and thousands of publishers. Examples: Appnexus, Rubicon.


What is a DSP?

Demand Side Platform – a technology platform through which buyers (advertisers, Trading Desks or agencies) can plan, target, execute, optimize, and analyze digital media. Examples: MediaMath, Turn.

What is an SSP?

Supply Side Platform – a technology platform with a single mission of enabling publishers to manage and monetize their digital advertising inventory. Examples: PubMatic, OpenX.


What is programmatic direct and PMPs?

Programmatic Direct – non-auction based approach to buying digital display media which can be either guarantee or non-guaranteed.

· Guaranteed – means that some part of the deal is fixed (price, placement, or volume), similar to a direct buy.

· Non-guaranteed – means that the buyer is buying the inventory with no fixed parameters.

PMP – Private Marketplace/Exchange is an invitation only RTB auction where one publisher or a select number of publishers invite a buyer to bid on inventory based on pre-negotiated deal terms.

How much does consulting cost?

We customize each contract depending on your needs and we will work within your budget. To receive more information about cost, goals, etc. Please reach out:
Stefanie@SMBMediaConsulting.com


What makes SMB different than other programmatic media-consulting firms?

SMB is comprised of industry experts who have been working in the programmatic field since the capability first entered the marketplace. The only firm with both buy side and sell side industry experience.

We ensure your project will be staffed with the best talent - those who understand and prioritize your business and goals, and essentially work as an extension of your team - fully vested in its success.

How do you measure success?

Success is based on our client’s achieving their goals such as increasing monetization, increasing revenue or achieving a target ROI.