Читать книгу Media Selling - Warner Charles Dudley - Страница 31

Over 80 percent of all digital ad inventory is sold on an automated basis, or programmatically. Programmatic refers to the real‐time bidding (RTB) for an available online ad impression by a demand‐side (advertiser) algorithm, the acceptance of a bid by a supply‐side (media) algorithm, and the serving of a digital ad. This bid‐ask–purchase–ad‐serving process takes place while an ad impression is loading on a laptop or smartphone screen in 200 milliseconds, or in the blink of an eye. Chapter 17 explains in detail how programmatic buying and selling of ad inventory works.

It is estimated that by 2020 the vast majority of all media advertising will be automated – bought and sold programmatically – which means that the negotiating and transaction phase of the media buying and selling process will be done by algorithms in an artificial intelligence (AI) application, not by humans. Therefore, the nature of media selling will change as automation does many of the routine tasks involved in the prospecting, qualifying, researching, proposing, negotiating, and transacting phases of selling as well as the planning and executing of media buys done by marketers and ad agencies. Media selling will become more about educating marketers and media planners about the advantages and benefits of a medium or platform during the planning stage of advertising campaigns. It will be about coming up with innovative ideas regarding targeting, optimization, creative executions, promotions, endorsements, and events that appeal to a medium’s specific audience and about connecting emotionally with everyone a salesperson calls on.