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7/28/2019 A Byte of Programmatic Buying
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3:
C Lyti fj^rferchhctkmLuykge
Mchpckegs
7/28/2019 A Byte of Programmatic Buying
2/3
Auokzc]fmkco Timbgfofey SucrtiroyKssui >5 35
Kg c dctc drkvig imfgfhy
^rferchhctkm Luykge ks
tbi cpprfcmb hcraitirs cri
sbkjtkge tf kg frdir tf list
utkokzi dctc cgd ixchkgi
tbikr siookge strctiekislittir'
lyDkcrhckd Lyrgi
^bftf Mridkt0 ridgubt
Hcraitirs trcdktkfgcooy try tf mfhlkgi tbi
list kdics wktb tbi list mfpy cgd vksuco
diskeg' Tbig/ tbrfueb pocmihigts kg
hceczkgis/ fg rcdkf cgd tioivkskfg/ cgd kg
pulokm spcmis/ tbiy try tf cttrcmt pifpoi tf
tbikr prfdumt cgd kg tf tbikr stfris'
^uloksbirs cgd lrfcdmcstirs spigd tkhi
cgd hfgiy tf ugdirstcgd tbikr cudkigmi
kg frdir tf li cloi tf icrg rivigui ly
fjjirkge cdvirtksirs tbi cpprfprkcti
cudkigmi jfr tbikr prfdumts' Kj cg cdvirtksir
wcgts tf sioo ouxury wctmbis tbiy wkoo
tcreit ofmctkfgs wbiri tbikr luyirs bkeb(
kgmfhi icrgirs spigd tbikr tkhi0 okjistyoi
hceczkgis/ luskgiss hceczkgis/ gcgmkco
giwspcpirs/ cgd spimkm spfrtkge ivigts/
tf gchi `ust c jiw'
Tbks igtkri prfmiss siihs futdctid0 tff
sofw/ ixpigskvi cgd kgcmmurcti' ]urprkskgeoy/
tbi chfugt fj hfgiy spigt fg sumb
trcdktkfgco lrcgd cdvirtkskge bcs gft mbcgeid
erictoy skgmi tbi erfwtb fj tbi kgtirgit'
Tbks ks dksmfgmirtkge mfgskdirkge wi cri kg
tbi hfst dksruptkvi sbkjt kg mfhhugkmctkfgs
skgmi tbi kgvigtkfg fj tbi hfdirg prkgtkge
priss' ]fpbkstkmctid suppoy mbckgs/ mbicp
prfmisskge pfwir/ mfgstcgt kgtirgit cmmiss/shcrt(pbfgis/ cgd tffos tf mfggimt wktb
ftbirs cgd ixpriss fpkgkfgs bcvi mcusid
tbks sbkjt' Tbks bcs oid tf cg ivfoutkfg kg
libcvkfur tf hfri pirhksskvi fgokgi sbcrkge
fj ivirytbkge jrfh ofmctkfg cgd fpkgkfgs
tf purmbcsis/ jiiokges/ pbftfercpbs/ cgd
huskm' Igtkri okvis cri sbcrid fgokgi'
Gcturcooy/ wktb tbks giw gfrhco fj ugiqucooid
ugdirstcgdkge fj pifpoi lcsid fg tbikr sfmkco
dctc/ tbi trcdktkfgco hitbfd fj cdvirtkskge ks
ugdir tbrict' Kt ks kgmricskgeoy mbcooigeid
ly jcst(pcmid/ coefrktbhkm lkddkge systihs
tbct tcreit kgdkvkduco mustfhirs kgsticd fj
cg ceeriecti cudkigmi' Tbks ks agfwg cs
prferchhctkm luykge' Kt ixpockgs wby cg
cdvirtksihigt jfr jurgkturi jfoofws usirs
cmrfss huotkpoi/ gfg(jurgkturi sktis'
Kg cg kgtirvkiw wktb Jfrlis/ Lfl Crgfod/
tbi Cssfmkcti Dkrimtfr fj Dkektco ]trctiey ct
Aioofees/ ixpockgs prferchhctkm luykge ct
c bkeb oivio0 kt coofws cdvirtksirs kg c hcttir
fj simfgds tf lkd tbrfueb c poctjfrh jfr cd
spcmi lcsid fg c guhlir fj pcrchitirs0
prkmi/ dctc/ mfgtixt/ cgd pocmihigt fj
tbi cd' Tbi poctjfrh mcg cosf tcai kgtf
cmmfugt tbi mokigts dkektco hidkc pocg
lrcgd/ ludeit cgd summiss hitrkms wbkoi
kgmoudkge ftbir dctc sfurmis cgd dimkskfg
coefrktbhs tf gd tbi cpprfprkcti ofmctkfgs
jfr tbi rkebt mfgsuhir ct tkhis wbig tbiy cri
hfst okaioy tf li rimiptkvi tf tbi hisscei'
Lcsid fg c usirs fgokgi dctc/ c mfhpcgy
wkoo dimkdi wbitbir tf tcreit c pcrtkmuocr
mustfhir kj tbi mustfhirs dctc sueeists
tbct tbiri ks c bkeb mbcgmi tbct tbiy wkoo
purmbcsi tbi prfdumt' Kj K ch c mfgsuhir
wbf jriquigtoy ricds cgd wctmbis mfgtigt
clfut tgiss cgd ixirmksi/ cgd wbf luys
spfrts prfdumts fgokgi/ Gkai hcy dimkdi
tbct K ch tbi mfrrimt typi fj pirsfg tf tcreit
wktb tbikr cds'
Tbrfueb tbi ixklkokty cgd spiid tbct kt
prfvkdis/ prferchhctkm luykge ks limfhkge
hfri mfhhfg' Cmmfrdkge tf dctc jrfh
Jfrristir \isicrmb/ prferchhctkm cds
kgmricsid ly 35'9 pirmigt litwiig 33
cgd 3
7/28/2019 A Byte of Programmatic Buying
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Jidirctid Hidkc dimkdid kg Gfvihlir
3< tf jfmus kts luskgiss fg prferchhctkm
cdvirtkskge cgd mfgvirsctkfgco cgd gctkvi
cdvirtkskge'
Uktb coefrktbhs mbffskge wbkmb fgokgi
ofmctkfgs tf pursui jfr cdvirtkskge/
prferchhctkm luykge ks bcvkge c lke khpcmt
fg puloksbirs cgd tbikr cd rivigui' \ctbir
tbcg spigd $3>/>>> fg cdvirtkskge fg c
puloksbirs wilskti/ c lrcgd mcg kgsticd
luy cd khprisskfgs fg cgy wilskti wbiri
tbikr rioivcgt cudkigmi ks/ cgd pcy oiss
pir cd' Kg c rimigt crtkmoi/ Tcgzkgc Ziec
mfhhigtid tbct kg tbi Giw [fra Tkhis
Mfhpcgy icrgkges kg Fmtflir 3< dkektco
cdvirtkskge jioo ly = Cpr 3