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MORE ABOUT
PROGRAMMATIC
- AN INSIDER’S GUIDE TO PROGRAMMATIC AT A GLANCE
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Programmatic
An automated technology for buying and selling
of digital ad inventories, includes open auctions,
fixed rate or by invitation only.
DMP
Data Management Platform, a centralized
platform to manage large amount of data
involved in the programmatic buying process.
DSP
Demand Side Platform, a system that allows
buyers of ad inventory to manage multiple ad
exchanges to place display ad.
SSP
Supply Side Platform, a system that allows
publishers to manage their ad inventories and
maximize revenue from digital media.
Cross-channel
The marketing effort that spent in different
channels at once and support each other, such
as using email to boost Facebook campaign; the
data collected is inter-related.
Cross device
Simply means marketing efforts on different
devices, such as PC, mobile and tablet. Also
known as cross-screen.
1st party data
It is any information collected by either the
advertisers or publishers through a direct
relationship with a consumer, so there are
advertiser first-party data and publisher
first-party data.
3rd party data
It is the information collected by another
institution or platform that have an indirect
relationship with a consumer, such as paying a
publisher to collect data about a group of online
shoppers.
Algorithms
Audience buying
A direct purchase of the target segments that
based on the data collected about them, which
includes demographics, interests, online
behaviors, etc.
Trading desk
The technology to perform calculation, data
processing and automated reasoning.
A system used by ad agencies to manage
programmatic, bid-based media buying, usually
built on top of a licensed Demand Side Platform.
Ad inventory
Private marketplace
RTB
Ad Exchange
The available amount of advertisements or ad
spaces that a publisher can sell to advertisers.
Real-time bidding, advertisers can access a
large amount of digital ad inventory based on the
criteria set for target audience on a bid for
impression basis.
Programmatic direct
The buying and selling process does not involve
auction, and the inventory is offered at a fixed
rate, which includes programmatic guaranteed
and preferred deal.
The inventory is sold by invitation only,
publishers can invite a few advertisers to auction
for the inventory based on their requirements.
A technology platform that aggregates ad
inventory from publishers and ad networks to
facilitate centralized bidding.
Fraud
One of the biggest hurdles for advertisers to
adopt programmatic caused by non-human
traffic, but nowadays there are numbers of
countermeasures available to enhance ad
performance.
Programmatic premium
Also known as programmatic direct.
Programmatic guaranteed
The type of inventory is reserved and sold in a
fixed rate.
Preferred deal
The type of inventory is unreserved but sold in a
fixed rate.
Attribution mode
It is a set of rules that determines the sales or
conversions assigned to each touch point in the
conversion paths.
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