Beneath the associated acronyms and buzzwords, the fundamentals of programmatic advertising are straightforward. View the infographic below to understand the four main approaches to programmatic buying.

1. Guide to
programmatic
advertising
The
Publisher’s
in US digital display
ad spending by 2017.
0
2
4
6
8
10
Best Options for Publishers with
Impression-based Inventory
Best Options for Publishers with
Blocks of High Quality Inventory
of Marketers were either unclear
on the definition of programmatic
buying or unsure of how to apply
it to campaigns.
Many advertisers perceive
programmatic as a way to
buy ad space on the cheap.
RTB
Open Market Place
private marketplace
Real-Time bidding:
programmatic direct:
open exchange:
private marketplace:
programmatic guaranteed:
preferred deal:
US Real-Time Bidding (RTB) Digital Display Ad Spending,
2012 - 2017
2012 2013 2014 2015 2016 2017
Billions, % change and % of total digital display ad spending
QUESTION1:
QUESTION2:
real-time
bidding(RTB)
programmatic
direct(PD)
open
exchange
private
marketplace
Programmatic
guaranteed
preferred
deal
QUESTION3:
Is inventory being
auctioned?
Is it a public
auction?
Is inventory
guaranteed?
$17Bn
90%
of U.S advertising will be
bought programmatically by 2017.
Auction-based approach used to buy or sell impres-
sion-level inventory. Auctions can be public or private.
Nonauction-based approach that uses the same API
technology as RTB to buy or sell blocks of inventory.
Public RTB auction open to all buyers and sellers; also called
an open auction, open exchange or open marketplace.
Invitation-only RTB auction owned by a single
publisher open to a select few buyers.
Upfront commitment to both CPM price and
inventory amount secured via programmatic
pipes between one buyer and one seller.
Upfront commitment to inventory price but not inventory
amount between one buyer and one seller; also called
private access or first right of refusal.
I want to sell ads
Choose supply-side platform:
Pubmatic, Google’s Adx
Set a price floor and blacklist
within your supply-side platform
Send a bid request to
exchanges and DSPS
After purchase, advertisers
set up their campaigns
I want to set aside
inventory for VIP buyers
Buyers (advertisers) unlock
inventory with ID
Programmatic
jargon
Private Auctions (Exchanges / Marketplaces):
Open to select few buyers
Programmatic
advertising will
account for
??
55%
So it falls on publishers to do a
better job of educating clients
about what programmatic can do
for them.
The Digital Publisher’s Guide to New Revenue
SPONSORED BY© 2015 by RealMatch. All rights reserved
By asking three simple questions, publishers can understand
the main approaches to programmatic buying. Follow this
chart to find the best option for your publication.
4
1 2 3 4
yes NO
NO NOyes yes
Open Auctions (Exchange/ Marketplaces):
Open to any potential bidder
has two types of auctions for publishers:
1
2
so How Does It Work ???
In spite of rising industry interest in programmatic advertising,
there is still significant confusion surrounding it.
RTB digital
display ad
spending
% of total
digital display
ad spending
% change
This automated, technology-driven method of
buying digital display advertising takes
advantage of the audience targeting and cost
efficiencies provided by real-time bidding.
http://www.emarketer.com/Article/Advertisers-Continue-Rapid-Adoption-of-Programmatic-Buying/1010414
http://www.emarketer.com/Article/Why-Publishers-Media-Buyers-Excited-About-Programmatic- Guaranteed/1010862
http://think.storage.googleapis.com/docs/programmatic-the-evolution-of-media-buying_infographics.pdf
94.8%
75.3%
38.4% 31.9%
27.4%
28.0% 29.0%
15.3%
25.0%22.0%
19.0%
13.0%
$1.92
$3.37
$4.66
$6.15
$7.83
$9.03
Interested in other forms of
advertising? Learn about
online recruitment advertising
for digital publishers:
www.realmatch.com