The document outlines a workshop on programmatic advertising for non-technical staff, emphasizing the importance of adaptability in the digital landscape. It explains the various types of auction processes, terminologies, and the integration between advertisers and supply-side platforms (SSPs). Additionally, it details the steps involved in programmatic advertising transactions, including bidding mechanisms and campaign invoicing.

1. pDOOH Workshop for non-tech staff
DOOH
Programmatic
Campaigns

2. The illiterate of 21st century will not be
those who cannot read and write, but
those who cannot
LEARN, UNLEARN AND RELEARN
- Alvin Toffler

3. Table of Contents
Different types of deals
and auctions
General terminologies
and standards
Process of how different
deal works
03
Calculation of delivery
and cost
04
01 02
Planner to DSP
Integration
00

4. Programmatic Advertising
“Programmatic” Advertising is machine to
machine automation of advertising transactions.
This typically involves machine learning
decisioning and both biddable and non-biddable
inventory, but currently relies on human input to
create rules for both the buy and sell side.

5. An Ad Play is equivalent to a spot or number of times a creative is deliveredAd Play
Terminologies
It’s a synonym of Ad Play or Spot. (Some OOH SSP like VIOOH defines impressions as Viewers)Impression
The number of viewer that had opportunity to see the ad during an Ad PlayPotential Views
It’s a synonym of Potential Views (Impression x Viewers = Impression Multiplier)Impression Multiplier
Cost to serve one thousand impressionsCPM

6. Terminologies
A publisher is equivalent to a media ownerPublisher
It’s the platform used by publishersSSP
An advertiser could be a direct buyer or an agencyAdvertiser
It’s a platform used by advertisersDSP
It’s a platform which provides data to SSP for identifying impression multiplier.
A DMP also provides data to DSP to take bid decisions
DMP
A unique id assigned to each advertiser by the DSPSeat

7. DPAA
This is an protocol
specifically for DOOH
OPEN
DIRECT
oRTB
DPAA standards defines
DOOH extension to
oRTB2.5 standards
oRTB 2.5 version is
widely used by OOH
SSPs and DSPs
Standards
This is a template to serve
video ads programmatically
VAST

8. Auction Types
FIRST PRICE
AUCTION
SECOND PRICE
AUCTION
FIXED PRICE
AUCTION

9. Deal Types
GUARANTEED
NON
GUARANTEED
Preferred
Deal
Private
Auction
Open
Auction

10. Auction ⇌ Deals
FIRST PRICE AUCTION FIXED PRICE AUCTION
GUARANTEED
Preferred
Deal
Private
Auction
Open
Auction
NON -
GUARANTEED
Non-
Guaranteed

11. Programmatic Principles
(Deal Generated by Publisher)(Deal Generated by Advertiser)

12. Advertiser
DMP
Bid Response
Ad Request
Bid Request
Match
Ad Delivery
Win Notification
$ Invested
$ Revenue
Programmatic Principles
DSP SSP

13. Process - Programmatic Guaranteed
PUBLISHER
Xaxis DOOHDeal Name
Moving Audiences XchangeDSP
Xaxis Malaysia (220098)Advertiser
01st Dec - 31st Dec 2020Date
5,000 ImpressionsMin Contracted
Quantity
USD 1,000 CPMRate
SUBMIT
Hey Advertiser,
Deal ID is generated (130022009)
SSP

14. Process - Programmatic Guaranteed
ADVERTISER
Xaxis DOOHDeal Name
Moving Audiences XchangeDSP
Xaxis Malaysia (220098)Advertiser
01st Dec - 31st Dec 2020Date
5,000 ImpressionsMin Contracted
Quantity
USD 1,000 CPMRate
ACCEPT
Bid
Requests
SSP
DSP

15. Process - Programmatic Guaranteed
Bid
Requests
Bid
Response
SSP -- DSP

16. Process - Programmatic Guaranteed
{
"cur":"USD",
"ext":{
"protocol":"3.0"
},
"id":"e9c3e120-ffcb-4300-9c98-644cb26f95df",
"seatbid":[
{
"bid":[
{
"adid":"3",
"burl":"https://adserver.com/id=102&winprice=${AUCTION_PRICE}",
"nurl":"http://adserver.com/winnotice?impid=102&winprice=${AUCTION
_PRICE}",
"adomain":[
"movingwalls.com"
],
"cid":"11",
"language":"en",
"ext":{
"vast_url":"http://adserver.com/vast?impid=102",
"duration":15,
"advertiser_name":"Nokia"
},
"id":"1c3ff810-3623-4b04-8396-9e7ca071cb72",
"impid":"1",
"price":4.079077199308326
}
],
"seat":"1"
}
]
}
{
“
id”: “fg456997a - dwf2 - 4e96 - 8 d31 -
123546853178”,
“imp”: [{
“
id”: “12349e63
},
“pmp”: {
“
private_auction”: 1,
“deals”: [{
“
id”: “VIOOH - JCD - GB,
“at”: 1
}]
},
“bidfloor”: 6,
“bidfloorcur”: “GBP”
}],
“site”: {
“
id”: “1”,
“name”: “Street Furniture”,
“publisher”: {
“
name”:
“JCDecaux”,
“cat”: [],
“domain”:
“http: //www.jcdecaux.co.uk/”
}
}
}
MATCH

17. Process - Programmatic Guaranteed
USD 1,000 CPMRate
USD 1 ($1,000 / 1,000)Bid Floor
1Impression
(Delivered)
50Impression
Multiplier
USD 1Auction Price
(Bid Response)
USD 0.05
($1 / 1000 x 50)
Total Cost
Auction Invoice

18. Process - Programmatic Guaranteed
5,000Auctions Won
USD 250
($0.05 x 5000)
Total Cost
Campaign Invoice
Xaxis DOOHDeal Name
Xaxis Malaysia (220098)Advertiser
01st Dec - 31st Dec 2020Date

19. Process - Programmatic Guaranteed
PUBLISHER ADVERTISER

20. Deal Name: Nestle Inc – DOOH 2020
Duration: 1st Sep – 31st Dec 2020
Inventories: 45 Selected
Deal Type: Preferred Deal
Rate: USD 1,000 CPM
Creative Duration: 15 Seconds
DSP: MAX (20045)
SUBMIT
Deal ID Generated:
2300987JHOP890
Process -Preferred Deal

21. Deal Name: Nestle Inc – DOOH 2020
Duration: 1st Sep – 31st Dec 2020
Inventories: 45 Selected
Deal Type: Preferred Deal
Rate: USD 1,000 CPM
Creative Duration: 15 Seconds
Deal ID: 230098JHOP890
ACCEPT
Process -Preferred Deal
Bid
Requests
LMX

22. Deal Name: Nestle Inc – DOOH 2020
Duration: 1st Sep – 31st Dec 2020
Deal ID: 230098JHOP890
Deal Type: Preferred Deal
Rate: USD 1,000 CPM
Creative: Upload
Targeting: ___________
ACTIVATE
Process -Preferred Deal
Creative: nestle.mp4 Upload
Targeting: Kuala Lumpur

23. Deal Name: Nestle Inc – DOOH 2020
Duration: 1st Sep – 31st Dec 2020
Deal ID: 230098JHOP890
Deal Type: Preferred Deal
Rate: USD 1,000 CPM
Creative: Upload
Targeting: ___________
ACTIVATE
Process -Preferred Deal
Creative: nestle.mp4 Upload
Targeting: Kuala Lumpur
ADVERTISER
Please approve my creative ya
PUBLISHER

24. Process - Preferred Deal
{
"cur":"USD",
"ext":{
"protocol":"3.0"
},
"id":"e9c3e120-ffcb-4300-9c98-644cb26f95df",
"seatbid":[
{
"bid":[
{
"price":"1",
"burl":"https://adserver.com/id=102&winprice=${AUCTION_PRIC
E}",
"nurl":"http://adserver.com/winnotice?impid=102&winprice=${
AUCTION_PRICE}",
"Targeting":[
{
City: “Kuala Lumpur”
}
],
"seat":"1"
}
]
}
{
“id”: “fg456997a”,
“imp”: [{
“
id”: “12349e63
},
“preferredDeal”: {
“inventory”: [{
“id”: “JH456,
city: “Penang”
}]
},
“bidfloor”: 1,
“bidfloorcur”: “USD”
}],
“site”: {
“
id”: “1”,
“name”: “Street Furniture”,
“publisher”: {
“
name”: “Big
Tree”,
}
}
}
NOT
MATCH

25. Process - Preferred Deal
{
"cur":"USD",
"ext":{
"protocol":"3.0"
},
"id":"e9c3e120-ffcb-4300-9c98-644cb26f95df",
"seatbid":[
{
"bid":[
{
"adid":"3",
"burl":"https://adserver.com/id=102&winprice=${AUCTION_PRICE}",
"nurl":"http://adserver.com/winnotice?impid=102&winprice=${AUCTION
_PRICE}",
"adomain":[
"movingwalls.com"
],
"cid":"11",
"language":"en",
"ext":{
"vast_url":"http://adserver.com/vast?impid=102",
"duration":15,
"advertiser_name":"Nokia"
},
"id":"1c3ff810-3623-4b04-8396-9e7ca071cb72",
"impid":"1",
"price":4.079077199308326
}
],
"seat":"1"
}
]
}
{
“id”: “fg456997a 8 d31 - 123546853178”,
“imp”: [{
“
id”: “12349e63
},
“pmp”: {
“
private_auction”: 1,
“deals”: [{
“id”: “VIOOH - JCD - GB,
“at”: 1
}]
},
“bidfloor”: 6,
“bidfloorcur”: “GBP”
}],
“site”: {
“id”: “1”,
“name”: “Street Furniture”,
“publisher”: {
“name”: “JCDecaux”,
“cat”: [],
“domain”: “http://www.jcdecaux.co.uk/”
}
}
}
MATCH

26. Process - Preferred Deal
USD 1,000 CPMRate
USD 1 ($1,000 / 1,000)Bid Floor
1Impression
(Delivered)
50Impression
Multiplier
USD 1Auction Price
(Bid Response)
USD 0.05
($1 / 1000 x 50)
Total Cost
Auction Invoice

27. Process - Preferred Deal
5,000Auctions Won
USD 200.89
(Auction Invoice 1 +
Auction Invoice 2 + … +
Auction Invoice 5,000)
Total Cost
Campaign Invoice
Nestle DOOH 2020Deal Name
Posterscope (20045)Advertiser
01st Dec - 31st Dec 2020Date

28. Process - Preferred Deal
PUBLISHER ADVERTISER

29. Deal Name: Christmas Sale ‘20
Duration: 1st Sep – 31st Dec 2020
Bid Rate: $450 CPM
SSP: LMX, SSP 3
Targeting: Fashion
Location: Kuala Lumpur
Daypart: 07:00 AM - 11:00 PM
ACTIVATE
Process - Open Auction
Bid
Requests
LMX
Bid
Requests
SSP 2
Bid
Requests
SSP 3
Deal ID Generated:
2300HOP890

30. {
“id”: “fg456997a”,
“imp”: [{
“
id”: “12349e63
},
Process - Open Auction
{
"cur":"USD",
"ext":{
"protocol":"3.0"
},
"id":"e9c3e120-ffcb-4300-9c98-644cb26f95df",
"seatbid":[
{
"bid":[
{
"price":".45",
"burl":"https://adserver.com/id=102&winprice=${AUCTI
ON_PRICE}",
"nurl":"http://adserver.com/winnotice?impid=102&winp
rice=${AUCTION_PRICE}",
"Targeting":[
{
City: “Kuala Lumpur”
}
],
"seat":"1"
}
]
}
{
“id”: “fg456997a”,
“imp”: [{
“
id”: “12349e63
},
{
“id”: “fg456997a”,
“imp”: [{
“
id”: “12349e63
},
SSP 2
SSP 3
DMP: Only 2 Fashion
audiences
MAX: Advertiser is not
targeting the SSP
MAX: Price OK
MAD: 28 Fashion
Audiences
Decision

31. Process - Open Auction
USD 100 CPMRate
USD .10 ($100 / 1,000)Bid Floor
1Impression
(Delivered)
50Impression
Multiplier
USD 0.45Auction Price
(Bid Response)
USD 0.0225
($0.45 / 1000 x 50)
Total Cost
Auction InvoiceSSP 3

32. {
“id”: “fg456997a”,
“imp”: [{
“
id”: “12349e63
},
Process - Open Auction
{
"cur":"USD",
"ext":{
"protocol":"3.0"
},
"id":"e9c3e120-ffcb-4300-9c98-644cb26f95df",
"seatbid":[
{
"bid":[
{
"price":".45",
"burl":"https://adserver.com/id=102&winprice=${AUCTI
ON_PRICE}",
"nurl":"http://adserver.com/winnotice?impid=102&winp
rice=${AUCTION_PRICE}",
"Targeting":[
{
City: “Kuala Lumpur”
}
],
"seat":"1"
}
]
}
{
“id”: “fg456997a”,
“imp”: [{
“
id”: “12349e63
},
{
“id”: “fg456997a”,
“imp”: [{
“
id”: “12349e63
},
SSP 2
SSP 3
MAX: Location/Price OK
MAD: 29 Fashion
audiences
MAX: Advertiser is not
targeting the SSP
MAX: Wrong Location
MAD: 28 Fashion
Audiences

33. Process - Open Auction
USD 200 CPMRate
USD .20 ($200 / 1,000)Bid Floor
1Impression
(Delivered)
100Impression
Multiplier
USD 0.45Auction Price
(Bid Response)
USD 0.045
($0.45 / 1000 x 100)
Total Cost
Auction InvoiceLMX

34. Process - Open Auction
2,208Auctions Won
USD 1200.85
(Auction Invoice 1 +
Auction Invoice 2 + … +
Auction Invoice 2,208)
Total Cost
Campaign Invoice
Christmas Sale ‘20Deal Name
GroupM India (2780045)Advertiser
01st Dec - 31st Dec 2020Date
677Auctions Won
USD 178.99
(Auction Invoice 1 +
Auction Invoice 2 + … +
Auction Invoice 677)
Total Cost
Campaign Invoice
Christmas Sale ‘20Deal Name
GroupM India (2780045)Advertiser
01st Dec - 31st Dec 2020Date
SSP 3

35. Process - Open Auction
2,885Auctions Won
USD 1579.84
(Publisher Cost +
Platform Fee)
Total Cost
Campaign Invoice
Christmas Sale ‘20Deal Name
GroupM India (2780045)Advertiser
01st Dec - 31st Dec 2020Date
PAY NOWADVERTISER
PAYMENT RECEIVED
Deduct Platform Fee
SSP 3
PAYMENT SETTLED PAYMENT SETTLED

36. THANKS!