Programmatic Marketing FAQs

Anteriad programmatic is a managed, programmatic ad targeting and delivery solution. The solution is unique in that it’s powered and optimized by our rich audience data, buyer intent data and defined buying groups to drive increasingly better digital engagement.  

Anteriad maintains its own programmatic trading desk within the programmatic team to assist customers in achieving their marketing goals and objectives through selecting tactics, recommending custom target audiences, the precise acquisition of digital media and optimizing those programs to drive increasingly better results. 

Selling programmatic advertising to your Chief Marketing Officer (CMO) involves a strategic approach that emphasizes the alignment of programmatic advertising capabilities with the company's broader marketing objectives. Here's how you can do it: 

Share how programmatic supports your brand’s business objectives. Explain how programmatic allows you targeted reach in the channels where your audience is spending time today, like across the web and on CTV.  

Programmatic enables you to reach your target audience very efficiently and measure that effect with precision. You can layout an effective retargeting plan to your CMO.  Once you’ve driven your audience to your website, you can also use programmatic to retarget them with messaging that can address different stages of the buying journey as they come back to your site and take action.  

Programmatic is budget friendly. Explaining how programmatic is a proven cost-effective tactic for driving website traffic while also building brand can also help you convince your CMO to sign off on programmatic. 

Audiences can be targeted in many ways like based on behavioral data, interests, contextual data, technographic data, firmographic data, demographic data, geographic data, custom segments, retargeting and lookalike audiences. You may use your own first-party data as well as data from second- and third-party sources.

An intent-based audience is a group of buyers who are actively researching products or services and considering buying something like what you offer as they browse pages across the web. Intent data uses online activity to identify in-market audiences so you can reach the right customers at the right time. 

Retargeting is a strategy that targets those who have previously visited your site to remarket or reengage them with relevant ads. An example you’ve probably experienced is shopping for a product on the web and then being exposed to ads for the same online store when you visit other websites.

It can be a powerful tool to increase brand loyalty and allows you to zero in on users who have shown intent. 

• Display Ads 
• Video 
• Social Ads
• Audio Ads
• Native Ads
• CTV- Connected TV
• OTT - Over the Top TV 

Native ads are online ads that match the look and feel of publisher content. They appear as part of the typical browsing experience and engage the viewer with relevant ads that flow into the surrounding content seamlessly. A few types of native ads include search ads, recommendation widgets on website pages and paid blog posts. 

Since native ads are implemented in a way that allows the ad to appear seamless within the content, it reduces the negative impact on the user. This means: 

• Less ad blindness 
• A better storytelling canvas
• More engagement 

An interstitial creative is an ad that either floats on top of a publisher's page on desktop or fills the screen on a mobile device. It is also known as a floating or prestitial ad. Interstitial ads are interactive, full-screen ads that cover the interface of their host app or site. Since these ads appear between content, they're placed at natural transition points or breaks, such as in between activities or game levels. Their full coverage is what differentiates them from other ad types, like pop-up, native, and banner ads. 

• Connected TV specifically refers to televisions that have access to an internet connection and can load or stream digital content. This includes Smart TVs, but it can also include standard TVs that are connected to the internet via smart devices including gaming consoles like Xbox and PlayStation and dongles like Roku or Chromecast. 
• OTT refers to any TV-like content delivered over the internet that can be accessed from any internet-capable app or device. 

General Data Protection Regulation (GDPR) is a regulation in EU law on data protection and privacy in the European Union and the European Economic Area. It also addresses the transfer of personal data outside the EU and EEA areas. GDPR applies to any organization operating within the EU, as well as any organization outside of the EU which offers goods or services to customers or businesses in the EU. That ultimately means that almost every major corporation in the world needs a GDPR compliance strategy. 

Under the terms of GDPR, not only do organizations have to ensure that personal data is gathered legally and under strict conditions, but those who collect and manage it are obliged to protect it from misuse and exploitation, as well as to respect the rights of data owners.

GDPR protects: 

• Basic identity information such as name, address, and ID numbers 
• Web data such as location, IP address, cookie data and RFID tags 
• Health and genetic data 
• Biometric data 
• Racial or ethnic data 
• Political opinions 
• Sexual orientation 

The California Consumer Privacy Act of 2018 (CCPA) gives consumers more control over the personal information that businesses collect on them. CCPA protects the rights of consumers, including: 

• Access to information around the data businesses collect from them and how it will be used
• The right to delete personal data collected from them
• The ability to opt out of sale and sharing of their personal information
• Protection from discrimination for using CCPA rights

Ad fraud (also referred to as Invalid Traffic) is concerned with theory and practice of fraudulently representing online advertisement impressions, clicks, conversion or data events to generate revenue. While ad fraud is more generally associated with banner ads, video ads and in-app ads, click fraud has been associated with search marketing, mobile advertising, and conversion fraud with affiliate marketing. Ideally, you want to look for less than 2% ad fraud. At Anteriad, we're able to keep programs 99% fraud-free. 

Types of invalid traffic: 

• General Invalid Traffic (GIVT): The least harmful form of invalid traffic. This traffic comes from crawlers and bots from benign sources. Examples include data centers, search engine crawlers, or proxy traffic coming through a virtual private network (VPN). This traffic doesn’t attempt to mimic human behavior. Therefore, GIVT isn’t considered fraud. 
• Sophisticated Invalid Traffic (SIVT): SIVT is outright fraudulent traffic that tries to appear legitimate. This traffic avoids the simple patterns of GIVT and can be a serious threat to traffic quality.

Ad viewability is the concept of how visible ads on a website or mobile app are to users. For an ad to be considered “viewed,” at least 50% of the banner or creative must display on screen for more than one second, as defined by the Internet Advertising Bureau's (IAB) standards.