Programmatic advertising is the automated buying and selling of online advertising. This automation makes transactions efficient and more effective, streamlining the process and consolidating your digital advertising efforts in one technology platform. The use of Artificial Intelligence and machine learning to buy advertising in real-time, instead of going through human negotiations and pre-set prices. Programmatic advertising exists in a wide range of digital channels, including display, mobile, video and social.
Programmatic Ecosystem:
DSP: A demand-side platform (DSP) is a system for advertisers to purchase and manage ad inventories from multiple ad sources through a single interface. This is normally done using intelligent software which bids on the inventories using an auction process. This makes the buying and selling of ads cheaper and more reliable.
SSP: A supply-side platform is an advertising technology (AdTech) platform used by publishers to manage, sell and optimize available inventory (aka ad space) on their websites and mobile apps in an automated and efficient way.
PMP: A private marketplace (PMP) is a real-time bidding environment where a publisher makes its inventory only available to select advertisers or buyers through an invite-only process.
Ad exchange: An ad exchange is a digital marketplace that enables advertisers and publishers to buy and sell advertising space, often through real-time auctions. They’re most often used to sell display, video and mobile ad inventory.
