This document provides an overview of programmatic buying and the digital advertising landscape. It discusses how demand-side platforms (DSPs) allow buyers to purchase inventory from ad exchanges through real-time bidding (RTB). Supply-side platforms (SSPs) enable publishers to manage and maximize revenue from their ad impression inventory. It also describes how data management platforms (DMPs) collect, organize and target audiences using first-party, second-party and third-party data. Dynamic creative optimization (DCO) delivers customized creatives to each audience segment in real-time.

2. Programmatic Buying
All about(RTB), DSP,SSP, DMP & DCT- complete digital
Advertising world

3. The Future of Digital Advertising -
A Digital Dunia

4. Agenda:
• How the Digital Advertising World is connected
• What is Programmatic Buying (RTB).
• How Real-Time Bidding works
• The Digital Advertising Landscape
• What Media Planners need to know about Programmatic
Buying
• What is DMP/AMP & How it works?
• What is DCO/DCT & How it works?

5. Buyers+
• Advertisers
• Advertisers Ad networks
• Advertiser Ad exchanges
• Ad Campaigns
• Display, Video, Mobile
• Standard or Rich Media
• DSP(Demand Side Platform)
Sellers
Sellers
• Publishers
• Publisher Ad networks
• Publisher Ad exchanges
• Ad Inventory
• Display, Video, Mobile
• Standard or Rich Media
• SSP(Supply/Sell Side Platform)

6. A Supply-Side Platform or Sell-Side
Platform (SSP) is a technology platform
which enables the publishers to
manage their ad impression inventory
and maximize revenue from digital
media.
A demand-side platform (DSP) is a
platform that allows buyers/advertiser to
buy the inventory from various ad
exchanges and data exchange
accounts through one interface called
RTB.
DSP vs. SSP

7. Agency/
In-house
team
Advertising
Ad network
Advertising
Ad server
DSP RTB
Advertiser
SSP
Publisher Ad
network
Publisher
Ad server
Pub/
Agency/
In-house
team
Buy Side Sell Side
Online User
DMP DMP

9. Programmatic Buying & Real Time Bidding
• It’s like programmatic stock trading.
• Programmatic is an automated buying, at a large scale, through a
combination of machine based transactions, data, and algorithms.
• RTB is a feature of programmatic Buying (a subset)

10. How Real Time Bidding
Works

11. Programmatic Buying & Real Time Bidding
Hand Sold
Sponsorships
Hand Sold Premium
Inventory
Hand Sold Audience
Targeted Inventory
Targeted Inventory sold via
Ad Exchanges
Remnant Inventory sold to Ad Networks
60%
20%
10%
10%
Layer 1 Inventory
Layer 2 Inventory
Layer 3 Inventory
Layer 4 Inventory

12. Publisher Ad Stack - Selling Method
Remnant Inventory sold to Ad Networks
Targeted Inventory sold via Ad
Exchanges
Hand Sold
Sponsorship
s
Hand Sold
Premium
Inventory
Hand Sold Audience
Targeted Inventory
Sales Team
Programmatic
Buying
Private Ad
Exchanges &
RTB

13. Auction based model increases impressions level price transparency.
Buyer can pick the required impressions and bid at the impression level. It
will give better ROIs. More control on spend More Insights
A buyer can sit on driver seat and make buying decisions on
real time.
Granular level of reporting allows the buyer to optimize
the campaign in a better way.task
More granularity
Price Transparency
More control on spend
More Insights
Media Planner point of view PB is process of buying media through technology platforms.
Like Ad exchanges, Trading desks, SSPs, DSP,s etc.
Key Benefits:
Media Planner &
Programmatic Buying

14. In simple words, its a
web based technology
which allows the
publisher to get the
critical insights from
their own 1st party data
as well as from 3rd
party data.
DMP/AMP
What is DMP/AMP & How it work?

15. 1st Party Data
Data creation
2nd Party Data
Customer Data
3rd Party Data
Data Provider

16. How It Work?
Collect
TargetOrganize
 Untrusted data
 Offline data
 3rd Party data
 Online data
 Setup the date in custom hierarchies
 Categories the data based on
verticals/channels (or) business
requirements
 Target & Retarget the
audiences for branding
opportunities
 Get the Real time user
insights and target them
with customized creatives.

17. DCO/DCT - Dynamic Creative
Targeting/Optimization
• Delivering the right ad to the right
audience at the right time.
• Deliver the customized creative/Dynamic
creative on each impression to each
audience segment.
• It can deliver and optimize the creatives
based on:
• Audience Segment
• Performing creative/product
• User interaction
• Ad Serving sequence

18. Centre for Digital Marketing & Communication
www.cdmc.co.in
Contact no: 9167262950/9769284804