Materi 29 - Digital Marketing Lanjutan

Programmatic Advertising dan DSP

Era baru iklan digital: AI buy ads otomatis di milisecond. DSP (Demand Side Platform) jadi standar enterprise.

Durasi 28 Menit Level advanced Kurikulum 30 Materi

1. Apa Itu Programmatic

Buying ads otomatis lewat algoritma. Real-time bidding (RTB) di milisecond. Target audience presisi tinggi. Replace manual buying yang lambat dan inefisien. Sekarang 90 persen display ads dibeli programmatic.

2. Ekosistem Programmatic

DSP (Demand Side Platform): tempat advertiser buy. SSP (Supply Side Platform): tempat publisher sell. Ad Exchange: marketplace meet keduanya. DMP (Data Management Platform): audience data. Real-time bidding pakai semua ini.

3. Major DSP

Google DV360 (paling besar). The Trade Desk (independent). Amazon DSP (Amazon ecosystem). Adobe Advertising Cloud. Yahoo Ad Tech. Pilih sesuai goal dan inventory yang dibutuhkan. Setiap DSP punya kekuatan berbeda.

4. Targeting Capabilities

Demographic (age, gender, income). Geo (sampai zip code). Behavioral (cart abandoner, recently viewed). Contextual (page topic). Look-alike (similar to existing customer). Retargeting. Cross-device. Targeting precision yang tidak ada di traditional media.

5. Privacy dan Cookieless Future

Google deprecate third-party cookie. iOS App Tracking Transparency. Privacy regulation (GDPR, CCPA). Adapt: first-party data, contextual targeting, identity solutions (Unified ID 2.0), data clean room.

Tugas Praktik

  1. Pelajari ekosistem programmatic
  2. Coba Google DV360 atau alternatif
  3. Riset target audience yang bisa dibuat
  4. Pelajari privacy regulation
  5. Eksplor data clean room concepts

Rangkuman