THE LIFE OF AN AD

1. UNIFY advertiser’s CRM, campaign, and website (first party) data with technographic, behavioral, contextual, and demographic (third party) data in a data management platform (DMP).

2. BUILD audience segments in DMP based on business need.

3. CREATE an advertising plan to reach target audience segment.

4. BUDGET for digital ad campaign and develop media plan.

5. DESIGN ad for multiple media formats (video, display, social, mobile) and devices.

6. ADVERTISE using a demand-side platform (DSP), the technology for buying media.

7. OPTIMIZE campaign performance and analyze results.

8. INFORM future plans by consolidating campaign data back into DMP.

“UserABC” clicks on a URL and the publisher’s content begins to load in browser.

Publisher asks its ad server if an ad is available. If no ad, server asks Ad Exchange.

Ad Exchange federates ad request to multiple demandside platforms (DSPs), the technology for buying media.

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Ad Exchange sends each DSP UserABC's anonymous profile,website category, and page ad safety information.

Each DSP overlays advertiser targeting and budget rules, and applies third-party data.

Each DSP algorithm evaluates and computes optimal bid for advertiser.

Each DSP responds to Ad Exchange.

Ad Exchange runs a second-price auction and selects winning bid from DSP responses.

Ad Exchange sends price and ad from winning bid to publisher’s ad server.

Publisher’s ad server tells browser which ad to display.

Advertiser’s ad server sends winning ad to browser.

Browser displays web page including winning ad, and signals to winning DSP the ad was viewed.

While a marketer can spend weeks building the perfect ad campaign strategy, it takes only a fraction of a second to buy and deliver the ad.

BUILDING A DIGITALAD CAMPAIGN

BUYING ADVERTISINGIN REAL TIME

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