This document discusses how programmatic advertising works to connect businesses with their ideal buyers through targeted digital ads. It explains that programmatic advertising matches ads to people based on their profiles and online behaviors to identify potential buyers. This accuracy helps maximize advertising return on investment by showing ads to prospects most likely to purchase. The process occurs in milliseconds as a user visits a website, their data is passed to an ad exchange and DSP to identify a match, a bid is made, and the winning ad is displayed.

1. Targeting Your Ideal Buyers
Your ads are only shown to people who match the
profile of your ideal buyer because of their professional
characteristics or online behavior, identifying them as a
potential buyer of your solutions.
Maximizing Ad Spend ROI
Programmatic advertising gets you the best results
for your ad spend, by not only matching your
ads with the right people, but also with the
stage of the buying journey they're in.
Connecting With The Right Prospects
The accuracy of programmatic advertising translates
into greater brand awareness with the audience
you want to reach most.
The Life Cycle of a Programmatic Ad
So what really happens?
Take a closer look to see how a display ad gets served
to a website visitor in less than 100 milliseconds.
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User Visits Web Page
A potential buyer surfs to a website. The
website publisher then asks an ad exchange
if an ad is available.
Data Passed to Ad Exchange
Data about the buyer and their online behavior
go to an ad exchange. From there it's passed
to a demand-side platform (DSP), a system that
allows marketers to manage their ads.
A Match is Made
Software in the marketer's DSP decides the
potential buyer that's visiting the site matches
the profile of their ideal buyer based on their
targeting and budget requirements.
Bid Made For Impression
Then the marketer's DSP sends a bid to the ad
exchange for the chance to show the
potential buyer an ad.
Winning Ad Displayed
The ad exchange picks the winning bid and
the potential buyer sees the ad in just a
few milliseconds.
100 Milliseconds
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User Visits Web Page
Info Passed To
Ad Exchange
A Match is Made
Bid Made For
Impression
Winning Ad
Displayed
So What Does This Mean for Your Business?
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