The key difference between Owned and Operated (O&O) (SoCast Engage) and Programmatic Ads (SoCast Reach) lies in:
O&O ads are placed directly on a media company’s own platforms, such as its website or app, offering complete control over the ad environment, targeting, and brand safety. This approach ensures higher-quality placements and allows businesses to keep all advertising margins.
Note: O&O inventory is limited, typically providing access to only thousands of impressions.
Programmatic ads, on the other hand, leverage automated systems and ad exchanges to deliver ads across a vast network of websites and apps, granting advertisers access to trillions of impressions. This enables brands to reach a wider, more diverse audience using sophisticated targeting and real-time bidding, though it often comes with lower margins due to third-party costs.
Our strategy is to always prioritize O&O inventory first to maximize its high margins and control. Once O&O is fully utilized, we transition to programmatic to scale campaigns and extend reach, ensuring a balanced and effective advertising approach.