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Programmatic

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Whether you are a beginner, advanced or an RTB expert, Tradelab offers some simple answers to the most frequently asked questions. The programmatic universe will have no more secrets for you!

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What is RTB?

What is RTB?

Real Time Bidding is a programmatic way of purchasing advertising space in real time on web and mobile inventory in Display and Video formats. Whatever the medium, media buying is done automatically by offering a dynamic price per single ad impression via an auction system processed through a technology platform called Demand Side Platform (DSP). This variable price depends on many factors specific to the ad placement and more broadly to the user’s profile.


With which format can Flash be replaced?

With which format can Flash be replaced?

Direct consequence of this sectoral developments, your Flash creatives are automatically deprived of about 80% of web spaces, which is why it is necessary to urgently adopt HTML5. In fact, the ad impression is served, but without opt-in on the part of the user, the creative stays static and gray.


Are HTML5 creatives multi-devices?

Are HTML5 creatives multi-devices?

Indeed, your HTML5 creatives have the advantage of being multi-devices without additional development. Financial gain to be considered here.


Are publishers ready to host HTML5 creatives?

Are publishers ready to host HTML5 creatives?

On our side, we are seeing in recent months a real awareness among publishers, who are mostly adapted to HTML5 technical specifications.


Without Flash, is there an alternative to HTML5?

Without Flash, is there an alternative to HTML5?

If HTML5 creatives are too expensive to you, note that a Gif may to a lesser extent ensure good distribution of your formats.


Can I continue to use Flash creatives?

Can I continue to use Flash creatives?

Maligned in recent years, Flash has finally succumbed to his faults. Now disabled by default on Chrome, FireFox and Safari, the Flash will be obsolete within the next month on all web and mobile browsers.


What is a VAST?

What is a VAST?

This is an IAB format dedicated to instream video (Video Ad Serving Template). Via a single template, it allows the different players to use a standard tag for all publishers (and players).


Advantages of direct programmatic

Advantages of direct programmatic

Keys: access to a specific and identified audience, achievement of objectives related to the visibility and targeting plus access to “inventory pockets” with a high conversion rate.


Private auction

Private auction

Private auction, reserved to a group of buyers identified with a “floor price” identical


How is created an audience segment?

How is created an audience segment?

Via collection and aggregation of cookies (1st, 2nd and / or 3rd party), the various pools of profiles organized within the advertiser’s DMP correspond to the audience segments, used to adapt the related Marketing.


First Look

First Look

Being called first for a particular ad impression with a “floor price” negotiated between buyer and seller.


Programmatic guaranteed

Programmatic guaranteed

It is like a classical Deal on an identified inventory for a given volume and a fixed CPM. Enables automation of the contracting process.


What is dayparting?

What is dayparting?

Dayparting is a feature of DSP and SSP allowing an investment to overweight at certain times or days of the week.