PROGRAMMATIC MEDIA BUYING: THE AUTOMATION OF TRADITIONAL AND DIGITAL MEDIA BUYING

Programmatic is a popular buzz word, but our clients don’t really care what tools we use as long as we are delivering positive ROI. However, from our perspective programmatic, or automated media buying, is revolutionizing the way our industry operates and it’s not just in the digital space, it’s in TV and traditional as well. Media Two jumped into this tech stack in 2011 when programmatic was in its infancy, and it has given us the advantage of experience over others in the industry. Our experience has led to powerful knowledge about navigating the trading platforms in order to deliver brand-safe, viewable ads and test strategies in an RTB environment for efficacy before making significant commitments.

Programmatic media buying at Media Two is managed with in-house trading desks through a variety of technology partners, including Google, MediaMath, Tube Mogul and more. Most agencies now offer programmatic buying, but where we stand out is with the ability and expertise to execute the buys. We do not outsource the management of our campaigns to other vendors, providing a deeper layer of transparency and data ownership which leads to better data-driven marketing decisions. Our dedicated team’s experience in the space allows for us to bid on the right inventory at the right time and at the right price, all resulting in an optimal ROI.

Gunny On Media Buying

DSP VS TRADING DESK

Not sure what the difference is? We put together a handy cheat sheet here on all of the programmatic terms. Otherwise, our belief is that DSPs are great tools, but having the RTB know-how and applying marketing know-how will always add value to an automated DSP algorithm. Contact us to learn more about our RTB strategies.

MEDIA BUYING POWER

Media Two has assembled trading desks that give direct response campaigns a seat at more than 13 advertising exchanges and serves more than 420 billion impressions a month. This mix of buying technology allows us to create robust programmatic campaigns with cross-device functionality, giving us extremely effective resources and targeting capabilities.

Click here to contact us about your media buying needs.