adMarketplace is excited to introduce the first programmatic marketplace for search advertising. By adding our algorithmic bidding technology, BidSmart, into our advertiser platform, Advertiser 3D, adMarketplace is now the only search advertising marketplace that allows advertisers to achieve their performance goals by bidding programmatically across 15 different dimensions.
What is programmatic search?
Our BidSmart algo analyzes each advertiser’s performance data to optimize their account spend and bid accordingly. For example, if we receive a query for the keyword “hotel” on Local.com from an iPhone, BidSmart will predict the optimal price for a click to a major hotel chain based on their historical performance data on that keyword, traffic source, and device type.
How is this different from what Google or Yahoo! is doing?
Unlike adMarketplace, Google and Yahoo do not share traffic source spend or cost data with advertisers who buy traffic from their search partner network. This black box approach removes control from advertisers. Advertiser 3D is transparent because it shows advertisers exactly how their bids are performing by traffic source and device type. Moreover, due to outsized market power, most advertisers are not comfortable sharing performance data with Google.
Like Google, Yahoo is also a black box for advertisers. Yahoo receives performance data from less than 5% of their advertisers. Without performance data, Yahoo simply can’t make educated bidding decisions on behalf of their advertisers. Uninformed automated bidding decisions rarely deliver performance.
How is programmatic search different than programmatic display?
Programmatic display relies on user-based cookie data to target user audiences or retarget specific users. In programmatic search, the value of a user query is not tied to the identity of a specific user. BidSmart uses keyword, traffic source, and device type performance data to price ad placement based on the strength of the intent and the likelihood of a conversion.
Also, the fact that we don’t use cookie data makes our programmatic solution fully compatible with all mobile devices and browsers.
For more information please check out our press release here.