Welcome to the second installment of our four-part infographic series “Programmatic Survival Guide,” brought to you by Pretio and Applift. In the first part, we acquainted our readers with the glossary of the key terms in programmatic. Today, we are introducing the programmatic ecosystem in greater detail. In this infographic, we’ll go over workings of a Demand-Side Platform (DSP) in a programmatic environment.
When running programmatic campaigns, an advertiser creates a campaign with an offer designed for their target audience. The advertisers use a DSP to acquire information about the user and to look at the bid request. The DSP, on their part, utilize first-party data and the data collected from DMP to help advertisers evaluate the best user for their campaigns. Depending on the information about the user, the value of the bid is determined, and the DSP plugs into exchanges to see which impression best matches the user. Then, the DSP, on behalf of the advertisers, place sealed bids against other bidders. If the bids are won, the ad is shown to the individual on the publisher’s mobile site or app. Once a campaign is live, the DMP collects and analyzes campaign data and reports to the advertiser. Programmatic campaigns are optimized in real time based on the data received. The advertiser reviews the data and creates a new campaign optimization strategy, including new creatives, and/or new targeting parameters.
Click on the infographic to visually experience the above steps.