Manual Media-Buying
In the early days of online advertising, the traditional process of manual media buying involved the following steps:
Campaign and creatives were set up and placed in the advertiser’s ad server.
Ad codes were delivered to the publisher (e.g. via email).
The Ad Ops team on the publisher’s side placed the codes in the publisher’s ad server.
The campaign started.
Manual media-buying is relatively inefficient, offers limited scalability, and doesn’t allow advertisers or publishers to test and conveniently adjust their campaigns on the fly. This is because all changes to the campaign had to go through publisher’s Ad Ops (online advertising operations) and involved an array of time-consuming, manual changes to be made in the ad server.
These inefficiencies with manual media-buying lead to the emergence of programmatic media-buying.
In the early days of online advertising, the traditional process of manual media buying involved the following steps:
Campaign and creatives were set up and placed in the advertiser’s ad server.
Ad codes were delivered to the publisher (e.g. via email).
The Ad Ops team on the publisher’s side placed the codes in the publisher’s ad server.
The campaign started.
Manual media-buying is relatively inefficient, offers limited scalability, and doesn’t allow advertisers or publishers to test and conveniently adjust their campaigns on the fly. This is because all changes to the campaign had to go through publisher’s Ad Ops (online advertising operations) and involved an array of time-consuming, manual changes to be made in the ad server.
These inefficiencies with manual media-buying lead to the emergence of programmatic media-buying.
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