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PROGRAMMATIC
PROGRAMMATIC
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A brief history of display advertising and the rise of programmatic
• The first ever online ad ran all the way back in 1994 on what is now Wired Magazine, but was then HotWi-red.com, and featured a banner from AT&T.
• This display ad was revolutionary in its time but would today be considered extremely bad practice. Here it is:
DEFINITION of Programmatic Advertising
• The use of Artificial Intelligence and machine learning to buy advertising in real time, instead of going through traditional means like human negotiations and pre-set prices.
AD exchange
DMP
publisher suplier
brand advertiser
SSP DSP
RTB
sold
Co si myslí zákazníci
ccp
audio
outdoor
cpm
programmaticTV
cpt
PPC RTB
RTB
Is programmatic buying is the same as real-time bidding, then?
• No, it’s not. Real-time bidding is a type of programma-tic ad buying, but it isn’t the only one. RTB refers to the purchase of ads through real-time auctions, but programmatic software also allows advertisers to buy guaranteed ad impressions in advance from specific publisher sites. This method of buying is often refe-rred to as “programmatic direct.”
• Real-Time Bidding is just one part of the programmatic advertising ecosystem.
RTB
So what exactly is the difference between RTB and Programmatic?
• Real-Time Bidding is just one part of the programma-tic advertising ecosystem.
• It’s a way of auctioning out ad space on a case-by-ca-se basis rather than a carpet-bombing approach whe-re everybody sees the same ad.
• For a programmatic system to work properly there needs to be other key components in place.
• On the advertiser’s side this would be a Demand-Si-de Platform (DSP), connected to a Data Management Platform (DMP).
• Suppliers (publishers) use a Supply-Side Platform (SSP) to distribute their available inventory across one or multiple Ad-Exchanges.
• That’s a lot of terms to keep track of, but don’t worry. If you keep reading you’ll find out what they mean!
KLIENT
KLIENT 100 % 60 %
publisher
know how
SSP DSPDMP AD
server
STARÉ MODELYnákupu
OČEKÁVÁNÍ
TISK AUDIO TV ONLINEOUTDOOR
programmaticRTbPPC
Měřenícena
Výkon
jednoduchost
Výnosy
AGENTURA
DEAL
Co si myslí publisheři?
CLIENT100 %
AOR5 %
ATD15 %
DSP10 %
Value Adds25 %
Exchange5 %
Publisher40 %
A model for how the money may be split between the various stakeholders, in the typical programmatic “stack”
Co si myslí agentury?
traditional media buying
programmatic media buying
advertiser
advertiser
publisher
publisher
I’D like to buy1 mil impressions
on your site
I’D like to buy1 mil impressions
targeted atpeople who
love cats
cats R US
tomcattimes I AM a cat
so what?tribunegadget
world
you bet
that willcost $$$sign here
DSP
SSP
BUDOUCNOST
RAdio
mobil
Desktop
outdoor
Operator
SHOP
Cinema
TV
audiospotTV spot
kinoreklama online banner
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DĚKUJIZA POZORNOST