{"id":30090,"date":"2021-10-20T09:17:57","date_gmt":"2021-10-20T07:17:57","guid":{"rendered":"https:\/\/yieldbird.com\/?p=30090"},"modified":"2024-07-22T19:27:11","modified_gmt":"2024-07-22T17:27:11","slug":"how-to-understand-media-buyers-needs","status":"publish","type":"post","link":"https:\/\/yieldbird.com\/research-hub\/how-to-understand-media-buyers-needs\/","title":{"rendered":"How To Understand Media Buyers\u2019 Needs in Programmatic?"},"content":{"rendered":"\n

Advertisers create and impose the rules of the market. Therefore, understanding Media Buyers and meeting their requirements<\/strong> is essential for building a successful business. And so, the focal point of optimization needs to intertwine with conversion in order to enrich the overall perspective.<\/span><\/p>\n\n\n\n

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Table of contents<\/b><\/h4>
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\n\nThe right audience is a key to success<\/a>
\nAd must be viewed not only showed<\/a>
\nUnderstand metrics to understand media buyers<\/a>
\nKnowing an inventory can lead to a better deal<\/a>
\nBoth publishers and media buyers need to understand each other <\/a>
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The right audience is a key to success \n<\/h2>\n\n\n\n
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Since Programmatic ad creatives involve dynamic ads that take a real-time approach, it is crucial to deliver ads to the right audience. Not only do demographics define your audience but it is also essential to get to know the user in order to develop a target audience empathy. The majority of Publishers provide buyers with an option to set up targeting on the Publisher side, which gives the buyers access to unique data, which is also inaccessible to others. <\/span><\/p>\n\n\n\n

Consequently, gathering demographic and behavioral data with all leads, such as e-mail addresses, phone numbers, etc., allows buyers to hone in on a targeted audience; meaning that the campaign has a much better chance of being successful. Moreover, due to the high demand for retargeting, there is a need for Publishers\u2019 data, since Publishers have the possibility of redirecting Advertising to users who have already seen or liked the content Publishers once shared.<\/span><\/p>\n\n\n\n

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Ad must be viewed not only showed \n<\/h2>\n\n\n\n
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Even though ad viewability is not a brand-new concept in the Advertising industry, today it is an essential metric since it refers to the likelihood that an ad has been viewed by an actual human user. With it being crucial to standardize the viewability metric for ad campaigns on the market, the Interactive Advertising Bureau<\/b> (IAB) came up with the definition of a viewability metric, a metric that could be acknowledged as the market standard:<\/span><\/p>\n\n\n\n

  • At least 50% of the display ad is in view for 1 second<\/span><\/li>
  • At least 50% of the video ad is in view for 2 consecutive seconds<\/span><\/li><\/ul>\n\n\n\n

    Nevertheless, the IAB\u2019s viewability definition left marketers in disagreement, because more and more brands and agencies began to introduce their standards relating directly to the products advertised by them or the advertising formats being used. Currently, viewability measurements are not restricted to the IAB standard, since they have become more individualized (80%\/10s for video, for instance).<\/span><\/p>\n\n\n\n

    It is quite important to gather data from the clients or the market regarding the viewability level required for several products, such as display, video, and rich media. This allows the Publisher to optimize the inventory so that it meets the market standards.<\/span><\/p>\n\n\n\n

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