Real-Time Audience Targeting

Programmatic media employs machine learning with artificial intelligence (AI) to buy and optimize digital advertising campaigns across all digital channels – display, video, mobile and social.

RCG can design and deploy programmatic advertising campaigns to help you deliver relevant information to consumers and adapt and refine your message in near real time.

Over the next decade, programmatic advertising will continue to grow in all channels with TV advertising and out-of-home advertising seeing the largest advances.

These more-traditional media channels are expected to follow the lead of digital publishers who began by liquidating unsold inventory to whoever would pay the most for it. This evolved into the use of sophisticated platforms for real-time bidding based on a wealth of audience data down to the individual user level.

Today, real-time bidding allows RCG to set parameters for the audience you want and only serve ads to those individuals who are online and meet those parameters at any given moment.

RCG can offer a variety of targeting options including: Contextual, Keyword, Data (or Audience-Targeting), Geo-Targeting and Retargeting:

  • Contextual focuses on the context of the website
  • Keyword focuses on specific keywords
  • Data or audience targeting focuses on the user’s cookie data
  • Geo-Targeting is the user’s locality
  • Retargeting re-engages consumers who have previously visited your brand

To further understand how RCG utilizes programmatic media to enhance your results, it’s important to understand the “language” of automated media buying. Here are five key terms:

DSP: A demand-side platform is a system that allows buyers of digital advertising inventory to manage multiple ad exchange and data exchange accounts through one interface.

DMP: A data management platform is a technology platform used for collecting and managing data.  It allows us to generate audience segments, which are used to target specific users in online advertising campaigns.

SSP: A supply-side platform allows publishers to offer their available inventory to ad exchanges and demand-side platforms.

Ad Network: An Ad Network is an affiliation of a number of websites and offers inventory on these sites.

Ad Exchange: An Ad Exchange consolidates inventory from multiple Ad Networks and is the marketplace where RCG will place bids on inventory on behalf of our clients.

In addition to the basic digital ecosystem as described above, RCG can further refine an overall programmatic media approach through the use of Programmatic Direct and Private Market Place (PMP) methodologies. Programmatic Direct demands higher rates for display in exchange for guaranteeing impressions on specific sites. PMP is an “invitation-only” exchange where buyers bypass the exchange to negotiate directly with publishers for premium inventory.

Call RCG today to find out if incorporating programmatic media buying makes sense for your brand.