Programmatic BuyingAll about(RTB), DSP,SSP, DMP & DCT- complete digital

Advertising world

The Future of Digital Advertising -

A Digital Dunia

Agenda:

• How the Digital Advertising World is connected

• What is Programmatic Buying (RTB).

• How Real-Time Bidding works

• The Digital Advertising Landscape

• What Media Planners need to know about Programmatic

Buying

• What is DMP/AMP & How it works?

• What is DCO/DCT & How it works?

Buyers+

• Advertisers

• Advertisers Ad networks

• Advertiser Ad exchanges

• Ad Campaigns

• Display, Video, Mobile

• Standard or Rich Media

• DSP(Demand Side Platform)

Sellers

Sellers

• Publishers

• Publisher Ad networks

• Publisher Ad exchanges

• Ad Inventory

• Display, Video, Mobile

• Standard or Rich Media

• SSP(Supply/Sell Side Platform)

A Supply-Side Platform or Sell-Side

Platform (SSP) is a technology platform

which enables the publishers to

manage their ad impression inventory

and maximize revenue from digital

media.

A demand-side platform (DSP) is a

platform that allows buyers/advertiser to

buy the inventory from various ad

exchanges and data exchange

accounts through one interface called

RTB.

DSP vs. SSP

Agency/

In-house

team

Advertising

Ad network

Advertising

Ad server

DSP RTB

Advertiser

SSP

Publisher Ad

network

Publisher

Ad server

Pub/

Agency/

In-house

team

Buy Side Sell Side

Online User

DMP DMP

Programmatic Buying & Real Time Bidding

• It’s like programmatic stock trading.

• Programmatic is an automated buying, at a large scale, through a

combination of machine based transactions, data, and algorithms.

• RTB is a feature of programmatic Buying (a subset)

How Real Time Bidding

Works

Programmatic Buying & Real Time Bidding

Hand Sold

Sponsorships

Hand Sold Premium

Inventory

Hand Sold Audience Targeted Inventory

Targeted Inventory sold via

Ad Exchanges

Remnant Inventory sold to Ad Networks

60%

20%

10%

10%

Layer 1 Inventory

Layer 2 Inventory

Layer 3 Inventory

Layer 4 Inventory

Publisher Ad Stack - Selling Method

Remnant Inventory sold to Ad Networks

Targeted Inventory sold via Ad

Exchanges

Hand Sold

Sponsorship

s

Hand Sold

Premium

Inventory

Hand Sold Audience

Targeted Inventory

Sales Team

Programmatic

Buying

Private Ad

Exchanges &

RTB

Auction based model increases impressions level price transparency.

Buyer can pick the required impressions and bid at the impression level. It

will give better ROIs. More control on spend More Insights

A buyer can sit on driver seat and make buying decisions on

real time.

Granular level of reporting allows the buyer to optimize

the campaign in a better way.task

More granularity

Price Transparency

More control on spend

More Insights

Media Planner point of view PB is process of buying media through technology platforms.

Like Ad exchanges, Trading desks, SSPs, DSP,s etc.

Key Benefits:

Media Planner &

Programmatic Buying

In simple words, its a

web based technology

which allows the

publisher to get the

critical insights from

their own 1st party data

as well as from 3rd

party data.

DMP/AMP

What is DMP/AMP & How it work?

1st Party Data

Data creation

2nd Party Data

Customer Data

3rd Party Data

Data Provider

How It Work?

Collect

TargetOrganize

Untrusted data

Offline data

3rd Party data

Online data

Setup the date in custom hierarchies

Categories the data based on

verticals/channels (or) business

requirements

Target & Retarget the

audiences for branding

opportunities

Get the Real time user

insights and target them

with customized creatives.

DCO/DCT - Dynamic Creative

Targeting/Optimization

• Delivering the right ad to the right

audience at the right time.

• Deliver the customized creative/Dynamic

creative on each impression to each

audience segment.

• It can deliver and optimize the creatives

based on:

• Audience Segment

• Performing creative/product

• User interaction

• Ad Serving sequence

Centre for Digital Marketing & Communication

www.cdmc.co.in Contact no: 9167262950/9769284804