quick tips: programmatic ecosystem
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PROGRAMMATIC ECOSYSTEM
Katana’s Quick Tips
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What is Programma-c Adver-sing?
Programma4c adver4sing uses technology to purchase and sell media in real-@me, giving media buyers access to inventory across desktop, display,
mobile (web and apps), social media, video and TV.
Ad networks were created in order to remedy the inefficiencies of tradi@onal media buying and bring adver@sing to the modern digital world. An adver@sing network aggregates publisher inventory and then acts as a broker between the supply and demand side.
Given programma@c adver@sing’s ability to reach and granularly target individuals in a cost efficient way, publishers and adver@sers preferred to use an automated marketplace to manage transac@ons and efficiently target users at scale – ul@mately leading to the crea@on of ad exchanges.
Ad Networks
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Source: The Next Web
The Programma-c Ecosystem Graph
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Source: Al2tude Digital
Demand-Side PlaAorm vs. Supply-Side PlaAorm
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DEMAND-SIDE PLATFORM (DSP) A demand-side plaOorm (DSP) is soQware that is used within the programma@c ecosystem to help adver@sers and agencies buy impressions for display, video, mobile and search ads across publisher sites through real-@me bidding.
SUPPLY-SIDE PLATFORM (SSP) A supply-side plaOorm (SSP) is a plaOorm that allows publishers to manage and sell their remnant inventory on mul@ple ad exchanges and networks, essen@ally a publisher’s equivalent of a DSP.
Other Programma-c Ecosystem Players
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AGENCY TRADING DESK (ATD) Agency trading desks (ATDs) exists as independent service-based organiza@ons that specialize in programma@c media buying. Their primary func@on is to improve client’s ad performance and augment the value of their ad buys.
DATA MANAGEMENT PLATFORM (DMP) A data management plaOorm is a tool adver@sers use to aggregate, store and leverage first party and third party audience data. A DMP does not sell or buy inventory, but is instead used to analyze and store aggregated audience data. On the adver@ser side, data is funneled through a DMP to a DSP, and on the publisher side data is funneled through a DMP to a SSP.
Key Takeaways of the Programma-c Ecosystem
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KEY TAKEAWAYS OF THE AD TECHNOLOGY LANDSCAPE:
✓ What is being sold: audiences and inventory
✓ Who is selling it: networks or SSPs through exchanges
✓ Who is buying it: agency trading desks through DSPs
