The Programmatic Primer: Social media buying platforms in the online advertising ecosystem

This article is part of The Programmatic Primer, Warc's essential guide for advertisers to the latest online advertising techniques. The report includes detailed advice on how to work with companies in the online advertising ecosystem, plus use cases of programmatic in action. View a PDF version.

Need to Know: Social media buying platforms

  • Inventory on most social platforms is available via programmatic means.
  • The rules regarding data and targeting are different for each one, reducing market liquidity.
  • Facebook, the dominant player, has designated partners who have superior API support, but anyone can use the API, programmatically or manually.
  • The potential for the data coming back from social APIs is high, but unrealized. Today, social publishers such as Facebook garner a large chunk of both media consumption and advertising market share. While Facebook does not allow many of the key aspects of ecosystem buying (running your tag on their page), they do allow computer programs to buy media, using data, at their own interface. They link with the ecosystem in several different ways.