Programmatic advertising terminology you must know in 2022

This article was originally published on IABHK.

For the marketing and advertising industry, programmatic advertising has developed rapidly in the past few years, and now it has become an inevitable choice for brand promotion. Through artificial intelligence technology, it not only simplifies the process of advertising buying, but also greatly improves the effectiveness of advertising and finds target groups more accurately. Coming to 2022, let me share with you the following eight advertising terms you must know.

1. Identity

In the past, the online identities of netizens were all recorded in cookies. Since Google announced that it will phase out the third-party cookies of the Chrome browser next year, it has caused huge repercussions in the advertising industry. At the same time, after last year's Apple iOS upgrade, the data of the mobile app will no longer be tracked without the permission of the mobile phone user. As digital marketers, what we must deal with is how to effectively identify the "Identity" of netizens, which is not limited to cookies on computers, but also IDFA-Identifier For Advertisers on mobile phones. . In the new generation of Identityless in the future, advertisers need to build their own customer database (called First-party Data). Only the advertising platform can use the email address as an identifier to distribute suitable advertisements and track transactions. For example, a large number of netizens go to Yahoo every day to browse all kinds of information. These data allow AI artificial intelligence to more accurately record the preferences of netizens, so as to distribute appropriate advertisements. Therefore, advertisers should choose advertising platforms that are more recognizable in the market and have data legally, such as Yahoo DSP and Google DV360, which have relatively rich data volumes and types.

2. Next-Gen Audience

Digital footprints will decrease with the absence of cookies and IDFAs, but Ad Tech still allows advertisers to find the right audience. Artificial intelligence and Machine Learning machine learning can rely on years of data analysis, such as Internet time, content or location, to infer the age, preferences, and various characteristics of Internet users. Machine learning is more accurate at figuring out when audiences will make purchases than traditional buying patterns. To give another example: when people will book restaurants and buy cosmetics, as long as they undergo a series of computer analysis, they can push your advertisements at a lower price and at a more suitable time.

3. Programmatic Outdoor Advertising (pDOOH)

pDOOH has been appearing frequently in recent years, P stands for Programmatic and DOOH stands for Digital Outdoor Advertising. In recent years, the outdoor advertising network with programmatic transactions has caused great repercussions in the market. Through LED TV screens, animations or audio-visual advertisements are played to reach mobile consumers. In Europe and the United States, pDOOH has a wide variety of advertising boards, including outdoor and indoor stations, airports, shopping malls, highways, building exterior walls, and even physical store shelves.

4. Connected TV

Connected TV is abbreviated as CTV. With the development of network platforms and digital audio-visual technology, program playback used to receive programs from TV sets to streaming devices such as set-top boxes, Xbox, Playstation, and AppleTV. The development of CTV in foreign countries is very mature, and programmatic advertising can reach CTV users, so the advertising content is more personalized.

5. Omnichannel

If you are engaged in marketing and have ever launched a large-scale advertising plan, you must have experienced the nightmare of endless file processing from planning to quotation to launch. Every time an advertising plan is launched, there are many units involved, the contracts and documents are also very complicated, and the steps are also very complicated. The good news is that since last year, through DSP, you can enjoy the advantages of all-channel Omnichannel, you can "have the keyboard in hand, I have the world", and you can buy pDOOH located in airports, bus stations, subway stations, and outdoor large LED screens. With Omnichannel you can also buy different ad formats like image, native, video, audio, CTV and OTT with great flexibility. As for the most important activity report of advertising planning, the appearance of Omnichannel simplifies the original complicated procedure, and the report can be sorted out in just one minute in the DSP system.

6. Footfall Measurement

Traditional advertising is a one-way promotion, and advertisers cannot know how many customers who enter the store to shop because they have watched TV commercials. Similarly, if there is no online shopping platform for online advertising, it is difficult for us to grasp the ROAS return on advertising spend. In recent years, the emergence of Footfall Measurement passenger flow calculation has brought us another reference for evaluating the effectiveness of advertising, allowing us to more clearly prove the power of OtoO (Online to Offline). The principle of passenger flow calculation is to use the location data collected from the APP (including the weather tool APP, etc.) with the permission of the user . These location data will be processed anonymously. DSP can cooperate with these positioning data to distribute suitable advertisements to target groups, thus connecting online and offline brand messages.

7. Metaverse

Whenever you mention the Metaverse, you probably think of the newly renamed Facebook. In fact, the metaverse means a three-dimensional virtual world. Humans will be able to enter man-made virtual worlds through VR/AR glasses, cell phones, PCs and video game consoles. So even if you don't want to take advantage of social media, you can still stay on top of trends and try out an immersive experience. As simple as placing a 3D object on the Banner, you can directly let the audience feel the three-dimensional effect of your product. The most commonly used example is home design. Imagine that when you see the newly combed 3D object on Banner, as long as you turn on the camera of your mobile phone and place it in the position you want, you can perfectly present your new home. Now there are many production companies in the market that provide this type of service, which is simple, convenient and affordable.

8. Attention

People in the industry often say: "It takes more than an impression to make an impression", that is, if you want people to impress you, you need to do more than one exposure. For a long time, market practitioners have relied too much on advertising impressions to estimate the potential audience that an advertisement can reach. However, the presence of an ad is not the same as having actually seen the ad. Later, the industry launched Viewabliity to measure the viewing rate, but this can only mean that the advertisement is loaded on the page and is within the audience's field of vision. Today, Attention is the latest metric used to unlock viewer response to ad placement and design, and eyeball tracking is one of the methods that can be used to monitor it. I believe that there will be more ways to prove that the advertisement really attracts the attention of the audience.

The world of digital technology is ever-changing, full of challenges and opportunities. I hope everyone will prepare themselves well for the future.

By: Jenny Tsang - Head of Programmatic Advertising at Yahoo Hong Kong, with over 15 years of digital media sales experience. Ms. Tsang is a member of the IABHK Advertising Technology and Programmatic Advertising Committee in 2019-2022, and a part-time lecturer at Hong Kong Baptist University.