Sometimes you will see the term ad network use in place of ad exchange, however, they are not the same thing. Ad networks function as resellers of inventory, so the publishers cede control of their inventory on these platforms. Ad exchanges were born out of a desire for greater control and fraud limitation. . DSP – Demand Side Platform On this platform, the advertiser or ad agency uploads their assets and books the campaign. It includes setting criteria for audience demographics and ad space requirements. SSP – Supply Side Platform Publishers list their inventory on this platform. The DSP stores the relevant information for the ad exchange to pull the data and offer the space when demand comes in RTB – Real-Time Bidding RTB describes the process that happens at the ad exchange in collaboration with the DSP and the SSP. How does programmatic advertising work.
When A New Customer Makes A Purchase After
The above are players in the programmatic Indonesia Email List advertising process. Additional platforms or services are often involve, but they don’t significantly change the overall process. Focus on the above to understand the critical steps and each player’s role in the programmatic advertising process. In traditional media buying, advertiser and publisher negotiate their deals for ad campaigns. Publishers offer space on their websites where ads can be displaye, and advertisers can book this space to have their ads shown. The price is calculate per impression, When someone clicks on the page, and the ad becomes visible, it counts as an impression. This is important because it impacts the cost calculation for traditional vs. programmatic advertising. The advertiser only pays when the ad is displayed to a visitor. You may have heard about CPM, which means ‘cost per mille’ and sets the amount the advertiser pays per 1,000 impressions. To guarantee success, publishers commit to a minimum of impressions.
An Affiliate Has Referred Them
If the minimum isn’t reached, they don’t receive payment for the under-delivered impressions. Programmatic advertising automates the process and uses an ad exchange to auction impressions. The ad exchange is similar to a stock exchange, trading impressions instead of shares. The highest bidder closes the deal. This happens in real-time, and that’s where the term RTB (real-time bidding) comes in. To get to the ad exchange, advertisers upload their ads together with specifications about audience demographics, etc., to a Demand Side Platform (DSP). This platform connects them to the ad exchange, and the bidding can begin. The publisher, on the other side of the rope, lists their ad space inventory on a Supply Side Platform (SSP). Now they can offer and sell impressions on the ad exchange. In the ad exchange, impressions are offered at a starting price to advertisers for whom the publisher’s audience is relevant. The highest bidder gets the impression. Programmatic Advertising Infographic.