Optimizing Auction Based Programmatic Media Buying for Retail Media Networks
Rajas Paresh Kshirsagar, Santhosh Vijayabaskar, Bipin Gajbhiye, Om Goel, Arpit Kumar Jain, Prof. Punit Goel · Universal Research Reports · 2022
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),