Programmatic vs Direct: A Media Buyer's Guide to Mobile Advertising with AlgoriX

Updated: Dec 12, 2019



Without a doubt, the internet’s limitless possibilities have given a wide array of options to consumers. This means advertisers worldwide have been finding different ways on how to reach their target market.


In the “old” times, it would take a huge amount of process to even get an ad placement in a mobile app. However, thanks to programmatic advertising, gone are the days where you have to go through everything. Before, you would have to talk to different media buying agencies, issue many Insertion Orders (IO) to different media owners and buying blindly in ad networks, then process payments one-by-one to keep the ads running.


AVAILABILITY VS ACCESSIBILITY


With direct media buying, advertisers must work directly with publishers to purchase an ad placement in a mobile app, website, game, or even traditional media. Negotiation of price, ad placing, and date of publication happens usually in a span of days before closing a deal. This pattern can lead to miscommunication and human error. Not to mention the amount of time you will put into.


With Programmatic, media buying can take place in an ad-exchange platform like AlgoriX, wherein hundreds of publishers and advertisers buy and sell ad inventories. Programmatic provides greater transparency to advertisers since they know which app/sites they bought and down to ad placement level. Ad placements provided by publishers are being bought and sold five times per second. This process is called Real-Time Buying or RTB, an auction happening online that can go as fast as 200 milliseconds. That’s even faster than a blink of an eye!


CERTAINTY VS EFFICIENCY


Directly buying media placement commonly demands a more manual approach, so you can be more hands-on with your project. For example; you want to place a rewarded video on a publisher’s app. The real advantage of direct is the certainty of it all. You have control over everything you want your ad can be.


However, one mistake can mess up your whole media plan for the campaign. Even if you put the most engaging rewarded video on the app, your audience will still not click your ad if it’s not optimized for the right market. Hence, it guarantees customer conversion.


QUANTIFIABLE VS MEASURABLE


Every advertising professional knows that you can only count your campaign as successful if you’ve gathered all data and analyzed your sales or conversion. It wouldn’t matter if you’ve spent a lot on design and production. If your ad doesn’t sell, it’s ineffective. Thus, an ad must be fully measurable.


With direct media buying, data is gathered manually through multiple sources. It usually takes a lot of time to deconstruct your figures. On the other hand, Programmatic gives you real-time results and most DSPs have their own dashboard where you can access all relevant metrics such as impressions and revenue.


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Now that we’ve clear-cut all the needed details about the advantages of Programmatic in media buying, all you have to do now is find a platform that will best suit your needs. AlgoriX empowers both DSPs and Publishers by providing a platform where transparency and brand safety are prioritized. Plus, we’ve removed the buyer’s free to help you save more when you buy ads.


For more information, visit our website at https://www.algorix.co/.

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