Zurich, June 15, 2017 – Programmatic advertising is continuing to transform the advertising market: according to the Interactive Advertising Bureau (IAB) Switzerland and the Bundesverband Digitale Wirtschaft (BVDW) in Germany, it is set to account for 40% of Switzerland’s inventory volumes in the areas of display and mobile, and 45% of volumes in the field of video by the end of 2017. As a result, advertisers and marketers will need to become familiar with the key concepts of programmatic terminology. Webrepublic has developed a glossary that provides a solid overview of the central concepts, without overwhelming readers with technical details.
Programmatic advertising is making great strides both in Switzerland and Germany. IAB and BVDW estimate that the proportion of display and video advertising occupied by programmatic advertising will grow to over 40% in both markets in 2017. And there’s a reason for this rapid development: by using programmatic advertising, advertisers can reach their target groups across relevant channels and platforms, and optimize the purchase of ad spots in real time.
In spite of this shift, many marketers remain unfamiliar with the central concepts of programmatic advertising. Webrepublic's programmatic advertising glossary is meant for advertisers and marketers who are looking for a first basic overview of programmatic advertising, or who want to expand on their existing knowledge. The glossary explains the most important terms and concepts in the categories of programmatic advertising, programmatic marketplaces, technical infrastructure, bidding and targeting, and brand safety in a way that is simple and easy to understand. For example, an illustration helps demonstrate the programmatic delivery of a display ad.