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BY CHRIS ANDREWS

Since its inception, marketers and brands have been drawn to the concept of programmatic ads, specifically for it’s promise in optimizing cost and delivering more effective results.

Among the recent trends in the programmatic space is RTB, or Real-Time Bidding. There is a lot of confusion in the paid ad space surrounding these two terms, and how RTB out of home advertising works.

Are they the same thing? Are they interchangeable?

The short answer is — no.

Especially when it relates to the DOOH or Digital Out of Home advertising channels. Digital out-of-home media, or DOOH media, refers to digital media that appears in environments accessible to the public, especially when they don’t have access to their personal devices.

This primarily includes digital billboards and outdoor signage, as well as networks of screens found in businesses like malls and healthcare providers.

Chances are, if you’ve been in public spaces, you’ve been exposed to DOOH marketing.

Let’s clear up some of the confusion surrounding RTB, Programmatic, and Program-manual ads in DOOH and go over a few of the key differences between them.

What is Programmatic DOOH?

Programmatic ads is the automated buying and selling of online advertising, so advertisers are only paying for ads that are delivered to the right people, at the right time.

Digital out of home and programmatic blends perfectly together as it gives advertisers the ability to automatically adjust their campaignin real time, depending on demographics, and company goals.

What is a Program-manual DOOH? 

Older companies with outdated technology and systems might connect to a buyer’s DSP (Demand Side Platform) tool that allows the buyer to programmatically make a decision on what DOOH screen they want to buy an ad unit on.

However, this method, although widely popularized, loses the ability for accurate, real-time connections.

This technology does not have programmatic capabilities or Kubient’s patent-pending oRTB connection down to the individual screen. Which means the company manually sends the IO over to the DOOH operator to manually flight the creative into the next carousel. The buyer does not receive any insights or analytics regarding the playing of their ad unit; they just receive a bill at the end of the month.

What is Real Time Bidding DOOH

Real-time bidding or RTB refers to the buying and selling of online ad impressions through real-time auctions that occur in the time it takes for a webpage or display to load.

In less than 120ms, RTB allows publishers to monetize the advertising space available on their website (or DOOH displays) by selling them to buyers through an auction system.

RTB has been used for years both in the world of traditional online advertising, along with more recently, the DOOH industry.

Although RTB is a type of programmatic ad buying, there are a few key differentiators that are changing the ways advertisers and brands approach their buying strategies.

RTB helps both the advertiser and publisher. For advertisers, it allows them to access the right person at the right time with real-time targeting. For publishers, it optimizes the monetization of their ad units, letting publishers achieve higher CTR’s with less ad spend.

The Differences

Let’s discuss the key differences between RTB and Programmatic.

While Real-Time Bidding is indeed a type of Programmatic buying, the differences mostly reside in the ways ad budgets are optimized and spent, publisher ad units are monetized, as well as the analytics that are able to be collected during and after the fact… READ MORE HERE