Get with the program(matic): the meaning behind the jargon

  • In association with AdRoll
  • May 6, 2015
  • Ben Sharp
Get with the program(matic): the meaning behind the jargon

Digital advertising is full of buzzwords, jargon and acronyms: DSP, SSP, DMP, pixel, impression, ad network, ad exchange, API, SDK. And many marketers feel digital is a foreign land with its own special language that even J. R. R. Tolkien would be proud of. But is this necessary or just confusing?

Simplicity and access are two of the principles AdRoll was founded on. We build products that are simple to use and work for as many people as possible so, in that spirit, I’m going to use this column over the next six weeks to demystify programmatic advertising and show it can help drive more revenue for your business. 

As this is the first column I want to define what programmatic advertising is and talk about one of its core uses, re-targeting. I’ll explore what retargeting is and explain how it can work for any type of business. 

What is programmatic advertising?

Traditionally, when marketers wanted to buy digital advertising they would create a request for proposal (RFP) and send that RFP to a publisher. A negotiation would follow, the number of impressions, the cost and the exact ad space would be agreed. A contract or insertion order (IO) would be drawn up, signed and three weeks later, the ad would appear on the website. 

Programmatic advertising typically refers to the use of software to purchase online advertising. It takes the whole process outlined above and cuts it down to a few milli-seconds. Advertisers use a platform to set the rules  - like how much they want to spend and what type of placements they want to buy - upload their adverts and away they go. 

What’s the benefit of programmatic advertising?

Essentially, programmatic advertising makes the whole process more efficient. Before we start looking at any of the other developments as a result of programmatic advertising, it compressed a three week (sometimes longer!) process into milli-seconds making buying online advertising cheaper and simpler. 

Advances in programmatic advertising have also allowed brands to think in terms of audience rather than publisher. This opened the door for much more targeted, personalised ads than had previously been possible - like retargeting.  

So what is retargeting? 

Before we talk about retargeting, it’s helpful to understand how users are using search to discover brands online. People go to search engines and type into the box exactly what they’re looking for. This is a very powerful tool known as intent data and is part of the reason why search advertising is so effective. You know a person is looking for “vintage Rabbitohs jersey”, they’ve told you in the search box and you serve them exactly that advert. 

If you apply that to data taken from a brand’s website, there is a treasure trove of intent data. This includes what products a potential customer looked at, how many products they looked at, if they bounced at the homepage or put things in their basket and then left? 

This valuable information can be tracked simply and easily using a re-targeting provider like AdRoll. A small piece of code is placed into a website’s universal footer so it can track behaviour on a brand’s website using a cookie. That cookie can then be found online later and served with a highly relevant advert based on what they looked at on your website. 

Hopefully, that’s helped make two key terms—programmatic and retargeting—clear. Next fortnight, I’ll explore how different brands are using re-targeting and how you can segment your audience to create personalised ads.  

If you want to jump ahead, feel free to listen to our recent Retargeting 101 Webinar

  • Ben Sharp is the managing director of AdRoll in Australia and New Zealand.  

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Vodafone welcomes 5G with a surprising emotional rollercoaster

  • Advertising
  • September 16, 2019
  • StopPress Team
Vodafone welcomes 5G with a surprising emotional rollercoaster

Get out the tissues. Vodafone is celebrating the possibilities of 5G in a beautiful campaign by DDB dubbed ‘Huxley’.

Read more
Neuroscience sheds light on media effectiveness
Sponsored content

Neuroscience sheds light on media effectiveness

An intriguing new body of research, which records how media impacts brain activity, has provided new insights into the best ways to structure advertising campaigns across multiple channels.

DB Breweries wins Supreme Award at TVNZ-NZ Marketing Awards

  • Awards
  • September 13, 2019
  • StopPress Team
DB Breweries wins Supreme Award at TVNZ-NZ Marketing Awards

DB Breweries has taken out the Supreme Award at this year’s TVNZ-NZ Marketing Awards for their ‘Reviving a Legend - Tui's Stepchange Into RTDs’ marketing initiative. Meanwhile, Jo Mitchell from McDonald’s New Zealand was celebrating her Marketer of the Year win and Philip Poole was inducted into the Marketing Hall of Fame.

Read more
topics
Story IQ
Story IQ
Story IQ is a brand story consultancy. We help brands uncover the hidden, untold stories ...
Up-and-Comers
Up-and-Comers
We give the mic to the industry's future leaders to hear their thoughts on media, ...
Insight Creative
Insight Creative
Insight Creative specialises in shaping business stories out the core insights that often lie under ...
The Stoppies 2018
The Stoppies 2018
In February (Valentine's Day to be exact), StopPress gathered the industry for an evening of ...
Follow The Money
Follow The Money
Follow the money. It’s an axiom that journalists have believed in for years and a ...
Regional Rundown
Regional Rundown
StopPress takes a trip down the country to see who the audiences and agencies are ...
Beyond the Page 2018
Beyond the Page 2018
In conjunction with the MPA, the Beyond the Page series shows how some of the ...
Beneath the Surface
Beneath the Surface
In this series, brought to you by Microsoft, we talk to a conceptual photographer, illustrator ...
20/20 (tele)vision
20/20 (tele)vision
Media consumption is changing. But by how much?
The Hot List
The Hot List
Our rundown of the hottest shows, brands and creators in New Zealand media. 1. magazine ...
Cannes Lions 2017
Cannes Lions 2017
All the winners, the shortlists and the drama from this year's edition of advertising biggest ...
Merger Mania
Merger Mania
All our stories on the nation's two failed mergers in one place
Bauer Beyond the Page
Bauer Beyond the Page
When it comes to creating branded content, there are few better in the Kiwi market ...
The Indies
The Indies
Over the course of this series of articles, we look at how always-nimble indy agencies ...
AdRoll on automation
AdRoll on automation
Marketing automation is tipped to eventually become the only way advertising is traded in the ...
Game Changers
Game Changers
It’s all about PEOPLE. Join us as we discuss global insights, ideas and innovations from ...
TVNZ-NZ Marketing Awards 2015
TVNZ-NZ Marketing Awards 2015
Celebrating all the winners of the 2015 TVNZ-NZ Marketing Awards.
Future Tense
Future Tense
In a new series, StopPress talks to a range of newsmakers currently trying to shine ...
Beyond the Page
Beyond the Page
In conjunction with the MPA, the Beyond the Page series shows how some of the ...
Up Country
Up Country
In conjunction with News Works, the Up Country series talks with some of New Zealand's ...
Sounding off
Sounding off
As part of a content partnership with MediaWorks, we've asked a few of the company's ...
StopPress Podcasts
StopPress Podcasts
We sit down for a chat with industry leaders to find out what they're up ...
2019 Winners
news

2019 Winners

These companies showed us how they put their tools to use and have been crowned winners at the 2018 TVNZ-NZ Marketing Awards.

Commercial radio survey: The Edge holds strong at top spot

  • Media
  • September 12, 2019
  • StopPress Team
Commercial radio survey: The Edge holds strong at top spot

The results of the third GfK Radio Survey for 2019 are out and The Edge is holding strong in top position for commercial stations, with a weekly cumulative reach of 590,800 listeners. These listeners contribute to the 3.3 million New Zealanders who listen to commercial radio in their everyday lives.

Read more
voices

Social scoreboard

Zavy and StopPress have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

Warmer Kiwi Homes and Clemenger BBDO preach more heat for less effort

  • Advertising
  • September 12, 2019
  • StopPress Team
Warmer Kiwi Homes and Clemenger BBDO preach more heat for less effort

Clemenger BBDO and Warmer Kiwi Homes have banded together to promote the second phase of the Warmer Kiwi Homes grant.

Read more

Pak'nSave wins August's Ad Impact Award

  • Ad Impact
  • September 11, 2019
Pak'nSave wins August's Ad Impact Award

August was an amazing month for advertising and choosing a winner of the Colmar Brunton Ad Impact Award was a difficult task. This month, the honour goes to PAK’nSAVE with their latest advertisement ‘Saveyest Country’.

Read more
Industry leaders on the future of media
features

Industry leaders on the future of media

We asked some smart folk across the industry for their thoughts on some of the industry's hot topics.

Creativity first: Lumo’s challenge to the industry
Sponsored content

Creativity first: Lumo’s challenge to the industry

Wanting to inspire and celebrate dynamic and interactive creativity in the digital outdoor space, Lumo has created The Pixel Awards. StopPress sat down with co-founder and chief executive Phil Clemas to talk digital opportunities, breaking down barriers and growth.

Hold onto your hats: Meridian Energy and Garage Project launch a homage to windy Wellington

  • Advertising
  • September 10, 2019
  • StopPress Team
Hold onto your hats: Meridian Energy and Garage Project launch a homage to windy Wellington

Meridian have teamed up with Garage Project brewery to launch Turbine Pale Ale and introduce the energy company’s new renewable energy certification.

Read more

Movings/Shakings: 10 September

  • Movings/Shakings brought to you by Marsden Inch
  • September 10, 2019
  • StopPress Team
Movings/Shakings: 10 September

Industry happenings at Mission Estate Winery, 99 and Stuff.

Read more

Ads of the week: 10 September

  • TVC of the week
  • September 10, 2019
  • StopPress Team
Ads of the week: 10 September

Te mahi pai (good work) to Pepsi NZ, Meridian and Garage Project, Augusto and the Māori Language Commission, and Dettol.

Read more

Sweetshop & Green production company launches in New Zealand

  • Agency
  • September 10, 2019
  • StopPress Team
Sweetshop & Green production company launches in New Zealand

Two international companies, Sweetshop and Green Productions have joined forces to launch Sweetshop & Green into Australia and New Zealand. The new company has a focus to bring small and large scale tv and film productions to the country.

Read more

Not Tu Meke of a challenge: Māori Language Week kicks off with a pesky Australian

  • Advertising
  • September 10, 2019
  • Courtney Devereux
Not Tu Meke of a challenge: Māori Language Week kicks off with a pesky Australian

Aiming to get New Zealanders to speak more te reo Māori than a native Australian bird, Augusto and the Māori Language Commission have issued a fairly easy seeming challenge to Kiwis.

Read more

John Miles steps into CEO role for the Marketing Association

  • Marketing
  • September 10, 2019
  • StopPress Team
John Miles steps into CEO role for the Marketing Association

The Marketing Association is readying itself this week for a change of hands in the role of CEO. John Miles will step into the position at the end of September, as its current CEO Tony Mitchell prepares for his own departure.

Read more
Next page
Results for
Topics
Jobs
About

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2019 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise

Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit