The document discusses programmatic advertising and how it works. It compares programmatic advertising to property auctions to explain the process. Programmatic advertising involves advertisers bidding for ad spaces on publishers' websites and apps through ad exchanges and networks in a automated way. It addresses how ad exchanges and networks were created to solve the problem of managing multiple publishers and networks. The document provides a flow chart and explains how demand side platforms (DSPs) and supply side platforms (SSPs) enable advertisers and publishers to interact through ad exchanges in an automated, programmatic manner.

1. programmatic
Advertising

2. let`s first understand
what Advertising is
and how does it works

3. have you thought
Where does the
advertising
occurs????
NEWSPAPER??

4. SMS or email
Magazines and
newspapers
Television /
Cinema
Social media
In cover pages of books
Receipts
Apps and gaming
RADIO

5. Wait I am confused
now....I print an ad of
my property "on
SALE" in newspaper
which cost me 500
rupee. how these
ads are shown on
apps, games, OTT
etC???

6. OKK.REMEMBER THE TIME WHEN YOUR PROPERTY
WAS ON SALE MANY BUILDERS TOOK PART IN AN
AUCTION AND MR. MEHTA PUT IN THE HIGHTEST BID
OF 2 CRORES AND HE WON.
IN THE SAME WAY, THERE IS AN AUCTION FOR AD
SPACE

7. LAND AUCTION
A LAND IS ON SALE
BUILDERS BID FOR THE
LAND
OWNER SELLS THE LAND
AD AUCTION
AN AD SPACE IS ON
SALE
ADVERTISERS BID FOR
THE AD SPACES
PUBLISHERS SELL THE
AD SPACES
LETS UNDERSTAND BY
COMPARING BOTH TYPES
OF AUCTIONS

8. Who is involved in advertising?
The Advertisers The Publisher or
Producer
Pays for the ads that
promote their product or
service
Example- Nike, XYZ
furnitures
Websites or apps who have
ad slots available and sell
them to advertisers.
Examples- BBC.com,
Hotstar

9. NOW, WITH SO MANY PUBLISHERS OUT THERE IT
BECAME DIFFICULT FOR ADVERTISERS TO KEEP
TRACK OF, AND CONTACT WITH EACH OF THEM AT
THE SAME TIME.

10. hahaha... there is no
difficulty in offline
ads that's why I
always say
"Everything old and
Offline is best"
Well there is a difficulty
offline too, let me explain
how and how they both
are related

11. You know that there are several lands, and
properties which are on sale, rent, and
purchase. Only one person can`t keep a
track of all of it. right?
To overcome this issue property dealer
enters so that he can show you different
areas, land or property.
IN THE SAME WAy, to make the task easy for
advertisers as well as publishers a
platform was created called Ad network

12. Let us know more about Ad
network
Ad networks club all the publishers together small or big.
Advertisers started giving contracts to the ad networks to
get access to lots of websites and apps all together with
just one contact.
The most commonly used ad network is GDN which is the
google display network
GDN solve the problem of advertisers as well as of
publishers having low traffic on their website who can't
negotiate with advertisers.
As GDN there were other ad networks too, but again it
became difficult to manage all Ad networks at a time.

13. See, the problem
again in my case
problem was solved
by property dealers
but not in your with
Ad networks
We are parallel in
difficulties, in your case
also with lots of
property dealers
situation was the same

14. With so many real estate agents and
property dealers, it became difficult for the
buyers to contact each one of them and to
overcome this issue, platforms like 99 acres,
Magicbrics, and OLX were created.
IN THE SAME WAY to overcome the issue of ad
network a platform called ad exchange was
created.

15. 99 ACRES
BUYER WILL BE SEARCHING FOR
PROPERTIES ENTERING THEIR NEEDS
PROPERTY DEALERS WILL ACCEPT
THE REQUEST AND WILL SHOW
DIFFERENT AREAS
OWNER SELLS THE LAND
AD EXCHANGE
AD EXCHANGES CLUB ALL THE AD
NETWORKS TOGETHER.
ADVERTISERS REQUEST FOR AD
SPACES FOR AD EXCHANGES.
PUBLISHERS ACCEPT THE REQUEST
BY AD EXCHANGES
LETS UNDERSTAND BY
COMPARING BOTH
PLATFORMS

16. Let us understand how Ad
exchange works
Advertisers can't directly approach an Ad exchange there is a software in
between which does this called DSP which is the demand-side platform.
Why is it called so? because there is a huge demand for ad spaces from
the advertiser's side
In the same way SSP software was created called supply side platform
because they will supply the ad spaces to advertisers
Ad exchanges are the marketplace where all the buying and selling
happens.
All the buying and selling is done by the software program in one place
which is why it is called programmatic advertising
Now Advertisers will just ask a request on DSP and it will be redirected to
an Ad-Exchange
On the other hand Publisher will accept the request.
One advertiser can run its ad on multiple apps, the website rest will be
done by the automated system.
Let us understand more clearly by flow chart-

17. Ad Exchange Supply side
platform
Demand side
platform
Advertisers Publishers
programmatic Advertising
demand for ad spaces Supply of ad spaces
Complete
marketplace

18. WOW, ONLY ONE
CLICK AND ALL
DONE.
SO, NOW YOU BELEIVE
NEW AND ONLINE IS
MORE PROBLEM
SOLVING?