Optimizing Auction Based Programmatic Media Buying for Retail Media Networks
DOI:
https://doi.org/10.36676/urr.v9.i4.1398Keywords:
Programmatic Media Buying, Auction-Based Systems, Retail Media Networks, Real-Time BiddingAbstract
In the rapidly evolving landscape of digital advertising, retail media networks have emerged as pivotal platforms for brands to engage consumers directly at the point of purchase. Auction-based programmatic media buying within these networks leverages real-time bidding (RTB) to efficiently allocate advertising budgets, ensuring targeted and timely ad placements. This paper explores strategies to optimize auction-based programmatic media buying specifically tailored for retail media networks. It begins by elucidating the fundamental mechanics of programmatic auctions, including key components such as demand-side platforms (DSPs), supply-side platforms (SSPs),
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