Advertising platforms and their limitations
Programmatic Buying is evolving more and more. Although successful ad campaigns need a holistic view on systems and metrics, most of the standard algorithms used for programmatic buying focus only on predefined metrics. By using machine learning and statistics, SynapticMinds and Omnicom Media Group developed an algorithm which evaluates a variety of metrics and provides those as one holistic KPI.
A detailed description can be found here (written in german): https://www.adzine.de/2021/05/custom-bidding-massgeschneiderte-kampagnenaussteuerung-mit-ki-einsatz/
What is Programmatic Buying?
Programmatic Buying describes the automated trading of advertising spaces in realtime. On platforms which are technically similar to markets in the financial sector (buyer, seller, trades), ad spaces are being sold to the highest bidders.