Reach the Right Audiences Effectively
Programmatic advertising is an intelligent, data-driven method for purchasing ad space in digital environments. Ad placements are automatically bought in real-time, with target audiences precisely defined using behavioral and contextual data. Alma Media’s programmatic buying offers a combination of scalability, precision, and quality—all in one package.
Alma Provides a High-Quality Environment for Programmatic Advertising
Alma Media provides a high-quality, secure, and transparent environment for programmatic buying and advertising. By utilizing our responsibly collected data and partner network, we ensure you effectively reach your audience. You can purchase advertising programmatically across various Alma sites.
We continuously develop programmatic advertising channels and opportunities, allowing our clients to leverage technological advancements in the most versatile and efficient ways possible. We work closely with advertisers to make campaign execution and monitoring straightforward and productive from the client’s perspective.
Why Choose Alma as Your Partner for Programmatic Advertising?
DOMESTIC, HIGH-QUALITY MEDIA ENVIRONMENTS
Iltalehti, Kauppalehti, Talouselämä, Etuovi, Nettiauto ja monet muut tavoittavat laajasti ja luotettavasti.
BRAND-SAFE CONTENT
where you can be confident in the advertising context.
HIGH-QUALITY DATA
We use only our own responsibly collected data—without third-party cookies.
COOKIE-FREE TARGETING
It also works in a changing digital environment.
TARGETING AND SCALABILITY
The ability to reach either large audiences or specific target groups—or both.
How does the purchasing process work with Alma?
- Defining the goal: What is the campaign’s objective—awareness, interest, or sales?
- Target group planning: Select data segments, locations, devices, and contexts.
- Ad format and media: Decide on the format and channels.
- Campaign execution and monitoring: The campaign is run programmatically. It can be optimized and results are measured in real-time.
Is programmatic advertising a good fit for your business?
- Does your company have different target groups and existing customers, along with data about them?
- Do you want to test, track, and measure the effectiveness of digital campaigns while optimizing them for better performance?
- Is your goal to execute targeted advertising effectively and successfully?
- Do you engage in ongoing advertising beyond individual campaigns?
If you answered “yes” to one or more of these questions, programmatic advertising can enhance the efficiency and effectiveness of your digital marketing efforts.
Do you want to enhance your brand’s impact through programmatic advertising?
Contact us to collaboratively build a smart and effective campaign that reaches the right audiences—at the right time and place.
Programmatic advertising Helpcenter
Do you need more information about systems or deals used in programmatic advertising? Or perhaps you need assistance with an issue? We’ve gathered tools and information to simplify everyday tasks for programmatic advertising buyers in one convenient location.
THE ABCs OF PROGRAMMATIC BUYING
Programmatic buying may seem complex, but it doesn’t have to be.
Here’s a concise overview of key concepts and methodologies:
Programmatic advertising involves purchasing digital ad space using automation. Unlike traditional direct purchasing, programmatic advertising happens in real-time, with ads bought individually, often through auctions.
From an advertiser’s perspective, programmatic advertising is centered around efficiency. Compared to traditional methods, it emphasizes the crucial role of data utilization, enabling precise targeting and personalization.
1. Enhance Targeting and Personalization
Programmatic advertising allows for precise audience targeting. Using data and algorithms, ads can be directed based on user behavior, interests, and other background information, leading to improved ad effectiveness through better targeting and personalization.
2. Optimize Ads in Real-Time
With programmatic advertising, advertisers can monitor campaign results in real-time and make adjustments as needed during the campaign. Algorithms continuously analyze data, optimizing ads for the best results. This approach also allows for easy and swift initiation or cessation of individual campaigns.
3. Boost Ad Efficiency and Results
Programmatic ads are highly targeted, aiming to display the right ad to the right audience at the right time. Consequently, this precision often leads to enhanced ad effectiveness and improved outcomes, such as increased visibility, conversion rates, and return on investment.
4. Access a Broader Media Range and Scale Effortlessly
Programmatic advertising provides access to a wide range of ad spaces and digital channels, including websites and mobile apps. Campaigns can be easily scaled to reach larger audiences through a single buying system, making it suitable for both individual campaigns and ongoing advertising.
5. Easily Measure and Analyze Results
One of the advantages of programmatic advertising is the ability to set precise goals and track results with specific metrics. Campaigns can be measured and analyzed in-depth, offering advertisers valuable insights into audience targeting, campaign effectiveness, and budget utilization. Advertising goals are typically set with strict metrics, such as CPA, CPC, or CPCV. Algorithms and purchasing systems ensure ads meet these objectives efficiently.
6. Save Time and Resources
Programmatic advertising automates purchasing and optimization processes, reducing the need for manual work and saving time and resources. Precise targeting minimizes wasted contacts, allowing for effective budget allocation to the right audiences. Digital agencies or media agencies specializing in programmatic buying usually handle the practical aspects, using the necessary purchasing systems and expertise. Outsourcing these processes further frees up time for advertisers.
Alma provides a wide range of programmatic solutions available for direct or programmatic purchase. Regardless of the ad format you choose, you gain access to a high-quality, domestic media environment.
Programmatic Buying Systems
In practice, programmatic buying occurs through systems used by both buyers and publishers. The buyer-side system is called DSP (Demand Side Platform), while the publisher-side system is known as SSP (Supply Side Platform).
By utilizing these two systems, the publisher (seller) and the buyer meet in an ad exchange and initiate an auction for ad impressions.
Methods of Purchasing
In programmatic buying, ad placements are automatically purchased through buying systems (DSP) with real-time bidding in an auction format. Advertising can be bought in various ways:
- Open Auction: An open auction where multiple buyers compete for ad placements.
- Private Marketplace (PMP): A restricted auction accessible only by invitation, allowing visibility in premium environments.
- Programmatic Guaranteed: A pre-arranged ad placement and impression count, providing a secure and transparent purchasing method.
Pricing
Programmatic ad buying occurs in both open and private auctions utilizing Real Time Bidding (RTB). In programmatic advertising, publishers list their ad inventory at a set Floor Price in an ad exchange, where various buyers compete in an auction for ad impressions. The buyer who bids the highest price for an ad impression wins.
All programmatic ad impressions with Alma are sold using a First Price auction model, where the winning bidder pays the price they offered for the ad impression.
In programmatic buying, the final price is dynamic and determined through a real-time auction. The bidding is based on the price per thousand impressions, known as CPM (Cost Per Mille). In these auctions, buying and selling systems automatically negotiate each ad impression separately.
Ad Formats
All of Alma’s key advertising solutions can be purchased programmatically:
- Display: Traditional banners, larger formats, and rich media
- Video: In-stream and out-stream videos for various devices
- Native: Advertising integrated within editorial content
- Special Solutions: Interactive and animation-based formats
All ad formats are scalable across devices and can be bought both openly and through controlled methods.
Data and Targeting
Alma’s programmatic advertising utilizes rich and precise audience data. Targeting options include:
- Demographics: Age, gender, education, income level
- Interest: Consumed content and behavior (e.g., automotive, investing, family life)
- Contextual: Advertising within theme-related article content, functioning without cookies
- Location: Targeting by region, city, or postal code
- Purchase Intent: Audiences at specific stages of the buying process
- Life Situation: Families, students, moving, renovations, etc.
Additionally, you can leverage your own customer data through the Advertiser’s Own Audiences service: Explore the service ›
Measurement
All programmatic advertising within Alma Media’s network is measurable, secure, and transparent.
We provide viewability measurement for all programmatically purchased impressions. Additionally, programmatic campaigns can utilize tools such as brand lift and attribution measurements.
Transparency & Consent Framework 2.0
Technology partners used in programmatic buying (RTB and Programmatic Guaranteed) must be registered on the IAB TCF 2.0 vendor list and approved on Alma Media’s TCF 2.0 vendor list. Common technology partners include data and ad verification tools.
Brand Safety & Brand Suitability
Brand Safety encompasses all the practices and tools used to ensure a safe media environment for a brand. Brand Suitability involves targeting defined according to the specific needs of an advertiser or buyer. Both aim to prevent advertising from appearing alongside unfavorable content.
Alma utilizes its own Brand Safety technology, which automatically blocks ads from appearing next to shocking news based on certain keywords for all advertising clients. The content of articles is analyzed using machine learning techniques, and Finnish-language video content can be analyzed as well.
However, it is important to note that Brand Safety is never completely foolproof—homepages, for example, cannot be categorized. Additionally, defining a safe and suitable advertising environment is always subjective. This is where Brand Suitability targeting based on individual advertiser or buyer needs comes into play. The best results are achieved through continuous evaluation, with Alma’s experts ready to assist you!
How to Start with Programmatic Advertising
Contact an Alma Media expert – we’ll help you determine the best purchasing method and ad format for your campaign.
Do I Need My Own DSP?
Reach out to an Alma Media specialist – we’ll guide you on the optimal purchasing method and ad format for your campaign.
Can I Target Without Cookies?
Yes – Alma’s data model supports cookie-free targeting based on context and behavior.
How Can I Integrate My Own Data?
Utilize the Advertiser’s Own Audiences service – target your existing customers or similar audiences.