DM Training Blog
No matter what you're selling, you can always get better. Learn the sales insights, tips, and trends you need to know to improve your sales behavior and grow your pipeline.
Let's get to know Domenic: As general manager for The Weather Company's Consumer Division, Domenic Venuto is responsible for leading the company's consumer weather products across all digital platforms as well as building Weather's location-based products, capabilities, activation, and analytics.
An exclusive interview with Keith Gooberman, CEO and founder of Programmatic Mechanics, to help you understand and gain more insight into programmatic advertising.
Programmatic advertising is the process of using software to buy and sell digital ads, including display ads, video ads, Facebook Exchange ads, and mobile ads. It can also be used to monitor data in real-time, and make adjustments on the fly—a process that’s very different than traditional ad campaigns, in which it takes longer to see the effects and make appropriate adjustments in response to that data. The process One type of programmatic ad buying is called real-time bidding; it involves ad auctions taking place in real time. However, there are other types of programmatic ad buying as well. For example, “programmatic direct” is another type of programmatic ad buying in which buyers can purchase a specific number of ad impressions in advance, and choose which sites the ads will appear on. “Premium programmatic” involves buying ads on particularly desirable sites, while paying a higher cost-per-thousand rate. These brands are interested in having ads appear on very specific websites or sections of publication. The programmatic advertising process is entirely automated, so it’s more efficient to sell and buy ads than it is for sellers to interact with buyers directly. However, programmatic advertising is used almost entirely for digital ads. Television ads and other traditional media can be sold programmatically, but this is still new to the traditional media side. Programmatic ad campaigns also don’t necessarily help buyers who switch from one type of device to another. Despite these limitations, programmatic ads simplify and speed up the process of selling digital ads online, and cut down the cost as well. This is part of a larger trend where machines provide assistance with some of the grunt work.