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It's all about Programmatic Buying(RTB), DSP, SSP ,DMP & DCT etc., Digital advertising technologies.
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The Future of Digital Advertising- A Digital Dunia
Karunakar RaviralaCampaign ManagerLinkedIn
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?
Publishers Publisher Ad networks Publisher Ad exchanges Ad Inventory Display, Video, Mobile Standard or Rich Media SSP(Supply/Sell Side Platform)
Advertisers Advertiser Ad networks Advertiser Ad exchanges Ad Campaigns Display, Video, Mobile Standard or Rich Media DSP(Demand Side Platform)
Buyers Sellers
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 SSP
RTBDSP SSP
AdvertiserAd
Network
PublisherAd
Network
Advertiser Ad Server
Publisher Ad Server
Agency/In-house
team
Pub/Agency/In-house
team
DMP DMP
Advertiser Online User
Buy Side Sell Side
The Digital Advertising Landscape
• 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)
Programmatic Buying & Real Time Bidding
$50
$0.8
$2$0.8
$0.1
$0.5
$0.6
$0.2$0.
4
$0.1
$0.5
$0.2
Bulk Buying ImpressionsTargeting the Audiences by channel /category
Real Time Bidding/BuyingPay only for the valuable audiences
50Lead
s
$1CPL
100Lead
s
$0.1CPL
How Real Time Bidding Works
Hand Sold Sponsorship
s
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
Programmatic Buying & Real Time Bidding
Hand Sold Sponsorship
s
Hand Sold Premium Inventory
Hand Sold Audience Targeted Inventory
Targeted Inventory sold via Ad Exchanges
Remnant Inventory sold to Ad Networks
Sales Team
Programmatic Buying
Private Ad Exchanges &
RTB
Publisher Ad Stack - Selling Method
• 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 are:
• Auction based model increases impressions level price transparency.Price Transparency
• Buyer can pick the required impressions and bid at the impression level. It will give better ROIs.More granularity
• A buyer can sit on driver seat and make buying decisions on real time.More control on spend
• Granular level of reporting allows the buyer to optimize the campaign in a better way.More Insights
Media Planner & Programmatic Buying
DMP/AMP
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.
What is DMP/AMP & How it work?
14
1st Party Data
Data creation
3rd Party Data
Data Provider
2nd Party Data
Customer Data
15
Setup the date in custom hierarchies Categories the data based on verticals/channels (or)
business requirements
Collect
Organize
Target
Target & Retarget the audiences for branding opportunities
Get the Real time user insights and target them with customized creatives
Untrusted data Offline data 3rd Party data Online data
How it work?
• 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
DCO/DCT - Dynamic Creative Targeting/Optimization
