Programmatic Buying basics

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Programmatic Buying basics

What is programmatic Buying?

What is programmatic Buying?

Programmatic buying is a way of buying media coverage directly through platforms. The buyer can either be the actual client or a media agency. The buyer uses a DSP (demand-side platform) to buy coverage and the seller, or the media, uses an SSP (supply-side platform) to sell media coverage. These two platforms interact with each other and thereby make buying possible.

One of the benefits of programmatic buying is that it is a real-time system, enabling campaign optimization and changes without having to contact the seller media. It also saves time, as the buyer can buy multiple media at the same time via a single platform. One of the indisputable assets of programmatic buying is also the possibility to utilize the client’s own data.

How to Buy Sanoma's Network Programmatically?

In programmatic advertising, the buyer manages the campaigns, so you either need your own demand-side platform or an agency to manage your campaign.

To be able to start, we need to know the DSP that will be used and the Xandr / FreeWheel Seat ID - after that we are able to whitelist the account and create the deals.

The SSPs that we use are Xandr (Display) and FreeWheel (Instream).

We accept each buyer separately into our network – contact us and we will work together to find the best solution for your company:

Terms and Abbreviations

Terms and Abbreviations

Browse the most common terms and abbreviations in programmatic buying.

Demand-side platform, a purchasing platform such as Adform, DoubleClick Bid Manager or MediaMath. The publisher's advertising inventory is bought directly through DSPs, and the buyer is typically a media agency or the advertiser itself.

You may use all of the most common DSPs to buy advertising from Sanoma.

Supply-side platform, a selling platform. Publishers use their own selling platforms to offer their advertising inventory for sale. Supply-side platforms are integrated into the DSPs of buyers.

Sanoma’s SSP is AppNexus for Display and FreeWheel for Video.

Data Management Platform, a databank for organizing and storing data that can be used to target advertising, among other purposes. DMPs also allow you to buy and sell visitor segments regardless of the media environment.

Read more about Sanoma's data segments

Real-time bidding. RTB allows ad impressions to be auctioned in real time within milliseconds.

All of Sanoma’s programmatic solutions are based on real-time bidding.

Effective cost per mille, or one thousand impressions. Ad impressions are sold according to CPM rates. The formula for calculating eCPM is advertising costs / ad impressions * 1000.

Ad viewability; the iAB definition for viewability is that 50% of the ad must be in view for one second on the user’s screen. In terms of larger ad forms, the standard is 30% and 1 second.

Sanoma aims to make advertising as viewable as possible for the consumer while keeping a good user experience in mind.

Cost per thousand viewable ad impressions served. The formula for calculating vCPM is advertising costs / viewable impressions * 1000.

First-party data
Own data that can be utilized to target advertising. The data can be e.g. the customer’s data collected from a website or a CRM system.

Second-party data
The partner’s data, such as the data of the media. When creating campaigns, the buyer can utilize the data of the media by e.g. cross-targeting with its own data or utilizing the data in prospecting.

Third-party data
Buyers may also utilize the targeting options of third-party data providers in campaign targeting even when they are not directly linked to the customer or the media. The media can also serve as a third-party data provider through a DMP, in which case the media sells only data regardless of the media environment. 

Private Marketplace. Several media offer their ad inventory in a closed marketplace where they have better control over e.g. the buyers and advertisers using the inventory. In a private marketplace, inventory is sold using deals.

The majority of Sanoma's solutions can be sold in a PMP.

Deals are packages used in a closed marketplace which the publisher has created from its own inventory. A deal allows the buyer to buy the publisher's network. A deal includes a definition of the bought inventory and the buyer for whom the deal is created. In addition, a deal may include e.g. data and other targeting. Each deal has its own unique ID.

A price may also be set in a deal, but Sanoma’s deal structure is typically somewhat different. Read more about our pricing.

The majority of Sanoma's inventory is bought using deals.

Deal ID
A numerical code that matches the seller of the media coverage to the buyer. Each deal has its own unique Deal ID, and it is linked to the Seat ID in the DSP. The Deal ID may be e.g. customer-, solution- or agency-specific.

Open marketplace. A marketplace open to all advertisers for buying inventory without a Deal ID.

Sanoma’s ad inventory may also be bought via OpenRTB. However, the network is only open to our approved partners.

Ecosystem of Programmatic Buying
Programmatic advertising primarily involves two parties: a supply side and a demand side. When a consumer navigates to the publisher's website, the supply side sends an invite to the demand side to bid in an auction. The DSP responds with a bid if the buyer's campaign configurations match the offered impression. If there are other bids for the impression, an auction will be held in the SSP where the highest bidder will win the impression and pay the second-highest price.


 Frequently Asked Questions

Did you not find an answer to your question yet? Please read our frequently asked questions.

1. How does programmatic advertising differ from traditional media buying?
Programmatic is ultimately just a different way of buying and selling advertising inventory. For instance, the campaign may be managed by a media agency instead of the media itself. The benefits of programmatic advertising include the use of targeting and the effective campaign optimization possibilities.

You can programmatically buy the same Sanoma network that is also available via direct selling.

2. Can a specific number of ad impressions be booked programmatically?
The ad impressions bought programmatically in Sanoma’s solutions are not guaranteed. If the campaign period is e.g. very short and the target group is highly specific, the campaign may not necessarily reach the desired number of impressions. In such cases, we recommend that you book your campaign traditionally by contacting us directly.

3. How are programmatic advertising solutions priced?
All of Sanoma's programmatic advertising solutions have initial prices, and the final price depends on the level of auction competition. Our prices are for reference only and we reserve the right to change the initial prices. See our pricing.

4. How does the auction format work?
All of Sanoma's programmatic solutions use a second-price auction mechanism. The ad impression goes to the highest bidder who pays the price bid by the second-highest bidder for the impression.

5. What do ATF and BTF mean?
ATF comes from the words Above the Fold and refers to spots at the top of the page, before the fold. BTF comes from the words Below the Fold and means ad spots located lower down on the page. We have marked each of our ad spots as either ATF or BTF so that you know exactly where the ad spots that you buy are located.

In addition, the lazy load of our websites guarantees that the ad will not load until the user approaches it. As a result, the viewability rates of even our lowest ad spots are good.

5. Can I buy Sanoma's network without Deal ID
We also sell our network via OpenRTB, but only to selected partners. If you buy Sanoma without deals, please make sure that you are buying the network from the right place. We do not sell our network at all through third parties. Our SSPs are AppNexus (Display) and FreeWheel (Instream).

Please make sure that you have access to all of the possibilities that we provide: