Programmatic Advertising

Supply Side Platform(SSP)

A tool for publishers to help maximize their yield across directly sol campaigns, ad networks and ad exchanges. It is a piece of software used to sell advertising in an automated fashion. THis basically the publisher equivalent of a DSP.

Agency trading desks

Agency holding groups and independent agencies have trading desks which buy media programmatically. They leverage a DSP to buy and focus on the heavy lifting data management, service and operations to hel pclients navigate the complexity of the display space. They often emply opaque pricing models.

Ad Networks

Aggregate publisher unsold inventory and sell in packages to advertisers and agencies. Online ad networks will often manage campaigns on behalf of advertisers promising a certain CPA or ROI

Third Party Data Providers

An entity that collects data but doesn't have a direct relationship with consumers. They pay publishers to let them collect info about visitors and use it to piece together detailed profiles about user's tastes and behaviors as they move around the web. This info is sol to advertisers to help them target their ad buys and is often plugged in to a DSP to help it decide which ad impressions is should buy from exchanges.

Programmatic Creative

Digital ad creative that contains design elemnts, which integrate with programmatic and RTB buying strategies. This enables advertisers to deliver a message that is tailored to the audience viewing it and the environment on which being viewed. This ensures advertisers reach the right audience with the right message at an impression level.

Real Time Bidding (RTB)

Is an API connected to an ad exchange used to dynamically bid on each impression and get the best value for advertisers. RTB is a subset of programmatic, it does not equal programmatic. GDN also has an RTB feature called conversion optimizer. RTB helps buyers to evaluate auctions transaction in real time.

Retargeters

Tech based agencies who have found a niche in offering retargeting at scale with dynamic creative, strong performance and service. Retargeting is one tactic in programmatic buying that uses 1st party data to deliver a more personalized and targeted ad to users.

Programmatic Direct

These are exclusive advertiser to publisher inventory relationships for programmatic purchasing in brand safe environments. Its an umbrella term for non open auction publisher advertiser relationship that happen via RTB. Advertisers like programmatic direct because it gives greater brand safety, priority, access, and access to more unique inventory. Publishsers like programmatic direct because they have more control over pricing and over which advertisers can buy.

DataManagementPlatform(DMP)

This is a platform that enables marketers to move data from different sources into a single location, to analyze audience and channel performance, and develop new audience segments.

Private Auction

This is a second price auction with a select group of buyers and has a CPM price floor. The seller invites preferred buyers to participate and makes a portion of their non guaranteed inventory available for purchase with minimum prices for each buyer.

Preferred Deals

This is a way to execute programmatic Direct. This is a pre auction deal with buyers, where the publisher and buyer have already agreed on a fixed price. The deal is still executed via the exchange at a fixed price and in real time access to inventory.

Open Auction

This is the most common form of RTB buying across ad exchanges and DSPs. It is a second price auction where each publisher on the exchange shows their inventory to all advertisers. Advertisers can evaluate and bid on each impression in real time. Publishers can also block advertisers from bidding on their impressions if they are not brand safe.

Ad Exchange

a marketplace where publishers make their inventory available to advertisers on a real time basis. These are the large pools of inventory that buyers connect with to secure the inventory that they buy.

Demand Side Platform (DSP)

a technology platform that allows agencies, advertisers, networks, and trading desks to buy media across multiple inventory sources in real time. They have features such at first and third party adueince targeting optimization, and performance and planning reports.

Programmatic Buying

use of technology and audience insights to automatically buy and run a campaign in real time, reaching the right user with the right message