How does programmatic advertising work

[pappu9265]

Technology is at the heart of a programmatic advertising campaign. At the heart of the buying process you can find:

DMPs (Data Management Platforms)
Platforms that collect and classify data relevant to advertisers and publishers to optimize the ways in which they buy and sell ad units.

The DMP should be considered as a huge silo in which all data – emails, insights, data coming from CRM, so-called first-party data – and third-party data, available on the market, including information about content, and, in addition, user data uploaded by advertisers and publishers are collected;

DSP (Demand Side Platform)
Platforms used by companies or media centers that intend to buy c level executive list advertising space programmatically. Even the DSP can be imagined as a huge container in which all the details of the auctions through which impressions will be purchased, the campaign time and all the insights about the target are collected. Under these premises, the campaign will be run;

SSP (Sell-Side Platform)
It is the platform used by publishers to sell advertising units. Basically, it is a real marketplace in which the sales criteria, the type of auction and the number of advertisers to be selected are defined.

All three platforms operate continuously and in real time. This is why programmatic advertising is also called “Real Time Buying”.

The purchase of advertising units takes place through these platforms and, therefore, from the meeting between publishers – who sell the impressions – and advertisers – who seek spaces to transmit the right message to their audience. The purchasing process is automated – with significant consequences in terms of efficiency and speed – and, above all, it is data-driven.