We've shared what programmatic advertising is and interviewed Adobe's senior product marketing manager for Advertising Solutions, Pete Kluge. And we've explained real-time bidding, the process used by programmatic systems to acquire ad space via advertising networks.
Advertising inventory isn't just available across advertising networks, though. There are also a number of platforms where advertisers can purchase ads directly on our site. The key difference between our advertising platform and an ad network is that we don't have a real-time bidding feature where the systems can negotiate a cost per click. Instead, we would have a predetermined rate that the client would agree too.
What does that mean? Well, the data from this infographic from AdReady shows that real-time bidding results in a 76% lower cost. However, that doesn't necessarily mean that it's a better opportunity. Direct display advertising may very well lead to higher conversion rates due to premium placement – ultimately providing a more successful campaign.
The following infographic walks you through how you can leverage your programmatic advertising system with real-time bidding to optimize your programmatic direct display advertising.