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...