Display Performance

Programmatic Buying and RTB for beginners

Programmatic buying is one of the most widely discussed themes between agencies and advertisers. However, there are still doubts regarding to this topic.

For this reason, we are going to make a Real Time Bidding, environment and players review.

What is Real-Time Bidding and programmatic buying?

Real-Time Bidding is an advertising inventory buying model based on auctions and performed in real time. This process provides the chance to bid for a profile: if the bid wins, the ad will be displayed immediately.

Programmatic buying is focused in the target not the place. Its philosophy is showing the accurate message to the appropriate target, in the right moment. What matters is not where the ad is but who are we impacting.

Who belongs to the RTB environment?

We are all tired of being listening acronyms as DSP, SSP, DMP, … but, ¿do we know who is who in programmatic world?

Buying agents

TRADING DESK

Sometimes the difference between trading desk with DSP is not clear. When we speak about Trading Desk we are speaking about the teams in charge the programmatic buying optimization through different platforms: Ad Exchange, networks, DP’s, supports. To be clear, Trading Desk can be considered as the agency in charge of the DSP technologies.

Amnet is the iProspect trading desk. This team is responsible for adding value and quality to all the programmatic buying actions with their knowledge and experience.

DSP

DSP acronyms make reference to Demand Side Platform. This technology is used by agencies and advertisers to bid for the same inventory in different Ad Exchanges in real time. DSP interface is used for bidding, optimizing and obtaining reports.

AD EXCHANGE (MARKET PLACE)

Ad Exchange is the meeting point between offer and demand to make commercial transactions of purchase and sale.  In advertising is the place where advertisers meet supports. Ad Exchange can be considered as the keystone in all the RTB process.

Sales agents

SSP

Supply-Side Platform or Sell-Side Platform (SSP) is used by supports and advertising networks for managing inventory and maximizing the advertising sale incomes.

This figure is equivalent to the DSP in the seller side.

DMP

Data Management Platform are technology platforms where large amounts of data are collected, integrated and managed for building audiences through user behaviors with a much more advance technology compare to Behavioral Targeting.  

Data come from two main sources:

1ST Party data

Data from the own advertiser sources, as the website, advertising actions and the CRM.

3RD Party data

Data from external sources collected by Data Providers. It can has: age, gender and social and professional category, interests, geographic localization, etc.

One of the other DMPs capabilities is to clone audiences from 1st and 3rd party and increase the advertising coverages.

DATA SUPPLIERS

Data providers are collectors, adders and processors of data with the ability to drive data to brand and media actions.

These data providers use cookie audience identification. Then they send Cookies to third parties in order to serve more relevant advertising. We can find socio demographic and behavioral data (through user navigation) and buy intention.

This has been the first introductory post about the programmatic buy and RTB. We hope you liked it and help you to understand more this sector. 

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