<div class="sub-cat-page-holder"><div class="sub-cat-page-img"><img src="https://persona.ly/glossary/wp-content/uploads/2020/02/group-5.svg"/></div><div class="sub-cat-page-h-holder"><h2 class="sub-cat-page-title">Real-time bidding</h2><h4 class="sub-cat-page-subtitle"><span class="sub-cat-page-subtitle">Intro to Programmatic Mobile User Acquisition</span><span class="csr-page-counter"> -> Page <span class="max-for-title">1 of <span class="sub-cat-max-page"></span></span></span></h4></div></div><div class="search-sidebar-holder"><a href="/glossary/"><h3 class="search-sidebar-holder-title">UA Glossary</h3></a>[vc_widget_sidebar sidebar_id="single-page-sidebar" el_class="front-page-sidebar-holder"]<div class="search-sidebar-footer-holder"></div></div>{"id":1048,"date":"2020-10-27T09:41:15","date_gmt":"2020-10-27T09:41:15","guid":{"rendered":"https:\/\/persona.ly\/glossary\/?page_id=1048"},"modified":"2020-10-27T13:34:51","modified_gmt":"2020-10-27T13:34:51","slug":"intro-to-programmatic-mobile-user-acquisition","status":"publish","type":"page","link":"https:\/\/persona.ly\/glossary\/real-time-bidding\/intro-to-programmatic-mobile-user-acquisition\/","title":{"rendered":"Intro to Programmatic Mobile User Acquisition"},"content":{"rendered":"<p>[vc_row el_class=&#8221;front-hero-section&#8221;][vc_column width=&#8221;1\/2&#8243; css=&#8221;.vc_custom_1582730807176{background-image: url(https:\/\/persona.ly\/glossary\/\/wp-content\/uploads\/2020\/02\/group-19.svg?id=58) !important;background-position: center !important;background-repeat: no-repeat !important;background-size: contain !important;}&#8221; el_class=&#8221;hero-first-section&#8221;][vc_column_text el_class=&#8221;page-heading&#8221; css=&#8221;.vc_custom_1593096796228{margin-top: 30px !important;}&#8221;]<\/p>\n<h1><a href=\"\/glossary\/\">UA <span class=\"color-ancient\">Glossary<\/span><\/a><\/h1>\n<p>[\/vc_column_text][vc_column_text]<p>Your source for everything mobile UA, from the basics to contentious standards, the glossary can help and inform both aspiring growth managers and experienced mobile app developers<\/p>\n[\/vc_column_text]<div class=\"ult-spacer spacer-69d7a305e13aa\" data-id=\"69d7a305e13aa\" data-height=\"105\" data-height-mobile=\"0\" data-height-tab=\"\" data-height-tab-portrait=\"\" data-height-mobile-landscape=\"0\" style=\"clear:both;display:block;\"><\/div>[\/vc_column][vc_column width=&#8221;1\/2&#8243;][vc_single_image image=&#8221;60&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; el_class=&#8221;hero-section-image&#8221;][\/vc_column][\/vc_row][vc_section css=&#8221;.vc_custom_1583429011820{background-image: url(https:\/\/persona.ly\/glossary\/\/wp-content\/uploads\/2020\/03\/bg_repeater_with_bg_svg.svg?id=320) !important;}&#8221; el_class=&#8221;post-content-section archive-page-custom single-subcat&#8221;][vc_row el_class=&#8221;covered-grace-font&#8221;][vc_column width=&#8221;2\/3&#8243; el_class=&#8221;gap-in-end-single&#8221;][vc_column_text][\/vc_column_text][vc_column_text]<style>.wp-show-posts-columns#wpsp-1050 {margin-left: -2em; }.wp-show-posts-columns#wpsp-1050 .wp-show-posts-inner {margin: 0 0 2em 2em; }<\/style><section id=\"wpsp-1050\" class=\" wp-show-posts\" style=\"\"><article class=\" wp-show-posts-single wpsp-clearfix post-1052 post type-post status-publish format-standard hentry category-intro-to-programmatic-mobile-user-acquisition tag-ml-based-ua tag-mobile-advertising tag-mobile-marketing tag-mobile-user-acquisition tag-programmatic-user-acquisition tag-real-time-bidding tag-user-level-targeting\" itemtype=\"http:\/\/schema.org\/CreativeWork\" itemscope><div class=\"wp-show-posts-inner\" style=\"\">\t\t\t\t\t\t<header class=\"wp-show-posts-entry-header\">\n\t\t\t\t\t\t\t<h1 class=\"wp-show-posts-entry-title\" itemprop=\"headline\"><a href=\"https:\/\/persona.ly\/glossary\/intro-to-programmatic-mobile-user-acquisition\/\" rel=\"bookmark\">Intro to Programmatic Mobile User Acquisition<\/a><\/h1><div class=\"wp-show-posts-entry-meta wp-show-posts-entry-meta-below-title post-meta-inline\"><span class=\"wp-show-posts-posted-on wp-show-posts-meta\">\n\t\t\t\t\t<a href=\"https:\/\/persona.ly\/glossary\/intro-to-programmatic-mobile-user-acquisition\/\" title=\"9:57 am\" rel=\"bookmark\"><time class=\"wp-show-posts-entry-date published\" datetime=\"2022-10-27T09:57:27+00:00\" itemprop=\"datePublished\">October 27, 2022<\/time><time class=\"wp-show-posts-updated\" datetime=\"2023-01-22T09:18:11+00:00\" itemprop=\"dateModified\">January 22, 2023<\/time><\/a>\n\t\t\t\t<\/span><\/div>\t\t\t\t\t\t<\/header><!-- .entry-header -->\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"wp-show-posts-entry-content\" itemprop=\"text\">\n\t\t\t\t\t\t\t<p>[vc_row][vc_column el_class=&#8221;normal-text&#8221;][vc_single_image image=&#8221;1086&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; el_class=&#8221;single-post-image-back&#8221;][vc_custom_heading text=&#8221;What is Programmatic User Acquisition?&#8221; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-heading blue-back&#8221; link=&#8221;url:%23|||&#8221;][vc_column_text]<span style=\"font-weight: 400;\">Programmatic UA (also referred to as programmatic media buying or programmatic advertising) is a technology-based method used to run user acquisition campaigns. The use of the word \u2018programmatic\u2019 refers to the <\/span><b>automation of the process<\/b><span style=\"font-weight: 400;\">, i.e, running campaigns automatically according to a set of predefined rules, or algorithms.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">The word \u2018programmatic\u2019 is a general term used to describe the automated process, unlike more specific terms such as ML-based UA. We will stand on <a class=\"custom-link-content\" href=\"#ML\">the difference between the two<\/a> as we\u2019ll dive deeper into programmatic UA.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">Depending on the type of automation and the scope of the data, in programmatic UA, advertisers can define different audience metrics (from basic demographics to user behavior patterns) and use their technological capabilities to reach this audience and improve their UA campaigns, reaching their app growth KPIs.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">The automation of the process, that programmatic media buying allows, enables advertisers to run and manage campaigns on a scale that humans simply can not, at least not effectively. From the extent of the audience to the user-level targeting, through the speed in which impressions are bought, programmatic opened up possibilities that never existed before.\u00a0<\/span>[\/vc_column_text][vc_custom_heading text=&#8221;From Ad Networks to Programmatic DSPs &#8221; font_container=&#8221;tag:h3|text_align:left|color:%23191536&#8243; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-subheading&#8221;][vc_column_text]<span style=\"font-weight: 400;\">Ad networks were a central component for advertisers before programmatic advertising became prominent. These companies aggregated ad space supply from publishers, classified it into categories, and resold it to advertisers. This process provided advertisers with somewhat of a targeted audience, and publishers with monetization opportunities.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">In order to prevent advertisers and publishers from cutting the middleman (i.e, the network) the process was anonymized &#8211; advertisers didn\u2019t know where exactly their ads were shown.<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">With the growth and advancement of programmatic UA, ad networks have become obsolete and are gradually being replaced by companies with a strong programmatic infrastructure.\u00a0<\/span>[\/vc_column_text][vc_column_text]<!-- Widget Shortcode --><div id=\"custom_html-7\" class=\"widget_text widget widget_custom_html widget-shortcode area-sidebar-form-mobile \"><div class=\"textwidget custom-html-widget\"><div class=\"subscribe-footer-from-holder sidebar-form-intouch\">\r\n<h3>Looking for app growth opportunities?<\/h3>\r\n<p>Leave your email and we'll get \r\nback to you!<\/p>\r\n<form class=\"subscribe-footer-from\">\r\n\t<div class=\"subscribe-footer-from-email-holder\"><input type=\"email\" class=\"subscribe-footer-email\" placeholder=\"Enter your email\"><\/div>\r\n<button class=\"subscribe-footer-submit\">\r\n\tGet in Touch\r\n<\/button>\r\n<\/form>\r\n<\/div>\r\n<div class='subscribe-footer-from-thankyou gsifthy'>\r\n\t<img alt=\"\" src=\"\/glossary\/wp-content\/uploads\/2020\/08\/02.svg\">\r\n<h3>Thank you for your interest!<\/h3>\r\n<p>Our team will contact you with more details.<\/p>\r\n<\/div>\r\n<div class=\"search-sidebar-footer-holder gisf\"><\/div><\/div><\/div><!-- \/Widget Shortcode -->[\/vc_column_text][vc_custom_heading text=&#8221;Programmatic vs. RTB (Real-Time Bidding)&#8221; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-heading purple-back&#8221; link=&#8221;url:%23|||&#8221;][vc_custom_heading text=&#8221;Programmatic Media-Buying in the RTB Ecosystem&#8221; font_container=&#8221;tag:h3|text_align:left|color:%23191536&#8243; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-subheading&#8221;][vc_column_text]<span style=\"font-weight: 400;\">RTB is a media-buying ecosystem that can only be used for programmatic campaigns (i.e, RTB cannot be used in non-programmatic campaigns, but it can be used with all types of programmatic campaigns).\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\"><a class=\"custom-link-content\" href=\"https:\/\/persona.ly\/glossary\/real-time-bidding\/the-basics-of-rtb\/?utm_source=Glossary&amp;utm_medium=Post&amp;utm_campaign=Intro_to_prog\">Real-time bidding<\/a> is an online auction marketplace for buying and selling ad impressions in real-time. Such auction occurs in mere milliseconds and is completed before an ad is displayed in an app.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">RTB programmatic buying is beneficial for both publishers and advertisers. Marketers achieve major efficiencies by showing their ads to the right audiences, and decrease wasted impressions, while publishers enhance the value of their ad space and improve direct sales strategy and pricing.<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\"><a class=\"custom-link-content\" href=\"https:\/\/www.emarketer.com\/Article\/US-Programmatic-Ad-Spend-Tops-10-Billion-This-Year-Double-by-2016\/1011312?utm_source=Personaly&amp;utm_medium=Referral&amp;utm_campaign=UA_Glossary\">RTB accounts for 90% of all programmatic buying<\/a> (which is why it\u2019s so vastly covered and frequently discussed). The other 10% is populated by alternative methods, most famously of them is the <a class=\"custom-link-content\" href=\"https:\/\/persona.ly\/glossary\/real-time-bidding\/the-basics-of-rtb?utm_source=Glossary&amp;utm_medium=Post&amp;utm_campaign=Intro_to_prog#PMP\">Private Market Place<\/a>.\u00a0<\/span>[\/vc_column_text][vc_custom_heading text=&#8221;The RTB Ecosystem: &#8221; font_container=&#8221;tag:h3|text_align:left|color:%23191536&#8243; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-subheading&#8221;][vc_column_text]<span style=\"font-weight: 400;\">In the RTB ecosystem, there are a few key players: publishers, advertisers, SSPs, and DSPs.\u00a0<\/span>[\/vc_column_text][vc_column_text]<\/p>\n<ul class=\"default-list\">\n<li style=\"font-weight: 400;\"><span style=\"text-decoration: underline;\"><span style=\"font-weight: 400;\">Publishers:<\/span><\/span><span style=\"font-weight: 400;\"> Publishers are the ones who are offering ad space in order to monetize their app.\u00a0\u00a0\u00a0\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><span style=\"text-decoration: underline;\">SSP (supply-side platform)<\/span>:<\/span><span style=\"font-weight: 400;\"> An SSP is the one providing the platform in which publishers can sell their ad space.\u00a0\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><span style=\"text-decoration: underline;\">DSP (demand-side platform)<\/span>:<\/span><span style=\"font-weight: 400;\"> A DSP is the one managing the side of media-buying, connecting available ad space (on the publisher side) to the campaign (on the advertiser side).\u00a0 <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"text-decoration: underline;\">Advertiser:<\/span><span style=\"font-weight: 400;\"> Advertisers are the ones looking for available ad space that would serve their campaign.\u00a0<\/span><\/li>\n<\/ul>\n<p>[\/vc_column_text][vc_single_image image=&#8221;1087&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; el_class=&#8221;single-post-image-back&#8221;][vc_column_text]<span style=\"font-weight: 400;\">The process starts with the publishers, the ones offering up ad placements in their mobile app. This ad space is sent as a bid request in the RTB ecosystem, through the SSP which facilitates the auction. The different DSPs bid on that placement in the auction process (which we explain in detail in the <a class=\"custom-link-content\" href=\"https:\/\/persona.ly\/glossary\/real-time-bidding\/the-basics-of-rtb?utm_source=Glossary&amp;utm_medium=Post&amp;utm_campaign=Intro_to_prog#auctions\">Basics of RTB<\/a>), and the winning bid gets to display their ad (i.e, the advertiser\u2019s ad).\u00a0<\/span>[\/vc_column_text][vc_custom_heading text=&#8221;Using Machine-Learning (ML) Algorithms for User-Level Targeting &#8221; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-heading blue-back&#8221; link=&#8221;url:%23|||&#8221;][vc_custom_heading text=&#8221;How ML-Based Campaigns Differ From Programmatic Campaigns &#8221; font_container=&#8221;tag:h3|text_align:left|color:%23191536&#8243; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-subheading&#8221;][vc_column_text]<span style=\"font-weight: 400;\"><a name=\"ML\"><\/a>Programmatic media buying enables advertisers to use AI (artificial intelligence) technologies, such as machine-learning algorithms, that<span style=\"text-decoration: underline;\"> add the ability <\/span><\/span><span style=\"text-decoration: underline;\"><span style=\"font-weight: 400;\">not only to predict but also to adapt<\/span><\/span><span style=\"font-weight: 400;\"> to changes in the data (by recognizing trends), and change their campaign\u2019s settings and targeting accordingly.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">While programmatic media buying can be as simple as a set of predefined rules, ML algorithms differ by offering more dynamic and complex targeting capabilities.\u00a0<\/span>[\/vc_column_text][vc_custom_heading text=&#8221;User-Level Targeting Using Machine-Learning Algorithms &#8221; font_container=&#8221;tag:h3|text_align:left|color:%23191536&#8243; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-subheading&#8221;][vc_column_text]<span style=\"font-weight: 400;\">The algorithm\u2019s ability to adapt to changes in the data is best explained by example. We\u2019ll use two possible campaigns for an RPG mobile game to demonstrate.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">The first campaign is a <\/span><span style=\"text-decoration: underline;\"><span style=\"font-weight: 400;\">programmatic<\/span><\/span><span style=\"font-weight: 400;\"> UA campaign for the RPG game. The campaign is set to target who you know to be your audience: Males, 20+, who have shown interest in other RPG mobile games. <\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">This campaign will probably do well for a while, since it is the target audience, but will plateau over time since it only considers the very generic parameters of the bidding decision-making process &#8211; like the placement, device, OS Version, ISP, time of day, and a few others. <\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">One repeating scenario is when a dominant placement showing good performance loses its popularity and its user count starts dwindling &#8211;\u00a0 the performance of the campaign takes a huge dip, as experienced by many running campaigns through self-service platforms.<\/span>[\/vc_column_text]<div class=\"aio-icon-component   info-noty style_1\"><div id=\"Info-box-wrap-1118\" class=\"aio-icon-box left-icon\" style=\"\"  ><div class=\"aio-icon-left\"><div class=\"ult-just-icon-wrapper  \"><div class=\"align-icon\" style=\"text-align:center;\">\n<div class=\"aio-icon-img \" style=\"font-size:71px;background:rgba(255,255,255,0.01);display:inline-block;\" >\n\t<img class=\"img-icon\" alt=\"null\" src=\"https:\/\/persona.ly\/glossary\/wp-content\/uploads\/2020\/03\/combined-shape-1.svg\"\/>\n<\/div><\/div><\/div><\/div><div class=\"aio-ibd-block\"><div class=\"aio-icon-header\" ><h3 class=\"aio-icon-title ult-responsive\"  data-ultimate-target='#Info-box-wrap-1118 .aio-icon-title'  data-responsive-json-new='{\"font-size\":\"\",\"line-height\":\"\"}'  style=\"color:#191536;\">The Limitations of a Self-Service DSP<\/h3><\/div> <!-- header --><div class=\"aio-icon-description ult-responsive\"  data-ultimate-target='#Info-box-wrap-1118 .aio-icon-description'  data-responsive-json-new='{\"font-size\":\"\",\"line-height\":\"\"}'  style=\"color:#191536;\"><span style=\"font-weight: 400;\"><a class=\"custom-link-content\" href=\"https:\/\/persona.ly\/glossary\/real-time-bidding\/choosing-a-dsp\/?utm_source=Glossary&amp;utm_medium=Post&amp;utm_campaign=Intro_to_prog#selfservice\">A self-service DSP<\/a> is a preferred choice by many marketers, offering complete control over their campaigns, and a sense of familiarity (by being reminiscent of social media platforms, though significantly lacking in data and targeting capabilities comparatively). These campaigns will usually reach a point in which they\u2019d stop working &#8211; mostly because of the campaign\u2019s inability to expend (caused by targeting limitations or data limitations). We expand more on the different types of DSPs and how to make the choice in our <a class=\"custom-link-content\" href=\"https:\/\/persona.ly\/glossary\/real-time-bidding\/choosing-a-dsp\/?utm_source=Glossary&amp;utm_medium=Post&amp;utm_campaign=Intro_to_prog\">Choosing a DSP entry.\u00a0<\/a><\/span><\/div> <!-- description --><\/div> <!-- aio-ibd-block --><\/div> <!-- aio-icon-box --><\/div> <!-- aio-icon-component -->[vc_column_text]<span style=\"font-weight: 400;\">The second campaign is an <\/span><span style=\"text-decoration: underline;\"><span style=\"font-weight: 400;\">ML-based campaign<\/span><\/span><span style=\"font-weight: 400;\">. Initially, this campaign will be set up to target the same demographic as the programmatic campaign. The campaign will run for an exploration period where the algorithm will <\/span><i><span style=\"font-weight: 400;\">learn<\/span><\/i><span style=\"font-weight: 400;\"> the data and recognize trends.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">After an exploration period, the algorithm will start targeting according to what it had learned. For example, targeting two groups: users who\u2019d spent at least 3 hours in any RPG game, and users who play more on the weekends in general. The algorithm will then test out different options (testing who is more inclined to install &#8211; the 3-hours gamers or the weekend gamers) and change its targeting based on the results. As the campaign continues to run and the data changes, the algorithm will adapt according to users\u2019 behaviors.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">The success of the campaign does not rely solely on the algorithms, but on the features that were set up for the campaign (someone needs to \u201ctell\u201d the algorithms that looking at an RPG session duration, or testing out the day-of-week usage is crucial) as we\u2019ve previously covered in our<\/span><a class=\"custom-link-content\" href=\"https:\/\/persona.ly\/glossary\/real-time-bidding\/data-activation-in-mobile-ua\/?utm_source=Glossary&amp;utm_medium=Post&amp;utm_campaign=Intro_to_prog\"><span style=\"font-weight: 400;\"> Data Activation in Mobile UA entry.\u00a0<\/span><\/a>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">While programmatic media-buying, without the use of ML algorithms, can result in successful mobile UA campaigns, a well-set and efficiently managed ML-based campaign is more of a long-term solution. With the ability to adapt to changes in the data, a UA campaign can continue to scale and yield results in the long run.\u00a0\u00a0<\/span>[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n\t\t\t\t\t\t<\/div><!-- .entry-content -->\n\t\t\t\t\t<\/div><!-- wp-show-posts-inner --><div class=\"wpsp-clear\"><\/div><\/article><\/section><!-- .wp-show-posts -->[\/vc_column_text][\/vc_column][vc_column width=&#8221;1\/3&#8243; el_class=&#8221;gap-in-end-single single-subcat-widget&#8221;][vc_column_text][\/vc_column_text][vc_single_image image=&#8221;1082&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; el_class=&#8221;stick-img-holder-single hide-mobile&#8221; css=&#8221;.vc_custom_1603805493617{margin-bottom: 43px !important;}&#8221;][vc_column_text]<!-- Widget Shortcode --><div id=\"custom_html-6\" class=\"widget_text widget widget_custom_html widget-shortcode area-sidebar-form \"><div class=\"textwidget custom-html-widget\"><div class=\"subscribe-footer-from-holder sidebar-form-intouch\">\r\n<h3>Looking for app growth opportunities?<\/h3>\r\n<p>Leave your email and we'll get \r\nback to you!<\/p>\r\n<form id=\"subscribe-footer-from\" class=\"subscribe-footer-from\">\r\n\t<div class=\"subscribe-footer-from-email-holder\"><input type=\"email\" class=\"subscribe-footer-email\" placeholder=\"Enter your email\"><\/div>\r\n<button data-sitekey=\"6Lcl6eIkAAAAAIJsyVC0Qmc2ZTAgfz3pqyAeJjYI\" data-callback=\"onSubscribeFooterSubmit\" data-action=\"submit\" class=\"g-recaptcha subscribe-footer-submit\">\r\n\tGet in Touch\r\n<\/button>\r\n<\/form>\r\n<\/div>\r\n<div class='subscribe-footer-from-thankyou gsifthy'>\r\n\t<img alt=\"\" src=\"\/glossary\/wp-content\/uploads\/2020\/08\/02.svg\">\r\n<h3>Thank you for your interest!<\/h3>\r\n<p>Our team will contact you with more details.<\/p>\r\n<\/div>\r\n<div class=\"search-sidebar-footer-holder gisf\"><\/div><\/div><\/div><!-- \/Widget Shortcode -->[\/vc_column_text][\/vc_column][\/vc_row][\/vc_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>[vc_row el_class=&#8221;front-hero-section&#8221;][vc_column width=&#8221;1\/2&#8243; 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