is the willingness of the advertiser, used in programmatic / automated advertising, expressed in the form of an offer to buy a given ADVERTISING PAGE at a specific price. This is possible thanks to such DIGITAL MARKETING PLATFORMS, such as DSP, ADVERTISING EXCHANGE, or SSP, where the purchase / sale of page views takes place in the auction model. See also FIRST PRICE AUCTION and SECOND PRICE AUCTION.
YIELD OPTIMIZATION
is about different ways of optimizing the publisher's ad revenue.
WRAPPER
is a software used to dynamically manage the ad demand sources of a publisher. See WATERFALL.
VIEWABILITY
is a term used for defining “viewable” ads. The ad is viewable if 50% of it was seen on a screen for a certain period of time. For display / banner ads it’s at least 1 second, for video it’s at least 2 seconds.
WATERFALL
former term for a stack of ad demand sources in a publisher's adserver.
PROGRAMMATIC DIRECT (PD)
TYPE of contracts for the purchase of AD INVENTORY in PROGRAMMATIC ADVERTISING concluded directly between the advertiser and the PUBLISHER. the equation for PD is as follows: PD PRIVATE AUCTION + Preferred Deal + first Look
SPO – Supply Path Optimization
the kind of yield optimization that aims at shortening the path of demand / supply between advertiser and publisher, on the publisher's side.
RTB (Real Time Bidding)
this is a term that started a revolution in the internet advertising industry and is closely related to the creation of the so-called PROGRAMMATIC ADVERTISING. It refers to the possibility to purchase (in the auction model), AD INVENTORY IN REAL TIME. Over time, this concept has been limited to the so-called OPEN MARKETPLACE (OMP) or OPEN AUCTION. It is worth noting here that the term PROGRAMMATIC ADVERTISING is a concept broader than RTB: Programmatic Programmatic Direct / Private MarketPlace (PMP) + RTB / Open MarketPlace (OMP).
PROGRAMMATIC ADVERTISING
Programmatic advertising / automated advertising enables buyers and sellers of the ad inventory to automate the process. So, there is no need to contact the seller (publisher) directly. Theoretically everybody can run the ad, anywhere he wants and anywhere where his audience stays. Programmatic advertising is a natural continuation of former, so called advertising networks. You can watch the evolution of it here. Programmatic is divided into Open Marketplace (OMP, otherwise called Real Time Bidding (RTB)) and Private Marketplace (PMP, otherwise calle Programmatic Direct (PD)). So, the equation looks like that: Programmatic Advertising OMP + PMP,
PMP (Private MarketPlace)
concept related to PROGRAMMATIC ADVERTISING; there are two definitions of PMP in the market. The first (original) is a PRIVATE AUCTION, i.e. a type of auction where the PUBLISHER invites selected ADVERTISERS to purchase a specific AD INVENTORY - it is a closed auction, only for selected ones. The second definition is associating PMP with all Programmatic Direct AGREEMENTS concluded between the ADVERTISING PARTY and the PUBLISHER, and they are distinguished by a direct relationship in concluding such contracts. The conclusion of direct contracts takes place in the technological ecosystem of programmatic advertising.
BID
is the willingness of the advertiser, used in programmatic / automated advertising, expressed in the form of an offer to buy a given ADVERTISING PAGE at a specific price. This is possible thanks to such DIGITAL MARKETING PLATFORMS, such as DSP, ADVERTISING EXCHANGE, or SSP, where the purchase / sale of page views takes place in the auction model. See also FIRST PRICE AUCTION and SECOND PRICE AUCTION.
YIELD OPTIMIZATION
is about different ways of optimizing the publisher's ad revenue.
WRAPPER
is a software used to dynamically manage the ad demand sources of a publisher. See WATERFALL.
VIEWABILITY
is a term used for defining “viewable” ads. The ad is viewable if 50% of it was seen on a screen for a certain period of time. For display / banner ads it’s at least 1 second, for video it’s at least 2 seconds.
WATERFALL
former term for a stack of ad demand sources in a publisher's adserver.
PROGRAMMATIC DIRECT (PD)
TYPE of contracts for the purchase of AD INVENTORY in PROGRAMMATIC ADVERTISING concluded directly between the advertiser and the PUBLISHER. the equation for PD is as follows: PD PRIVATE AUCTION + Preferred Deal + first Look
SPO – Supply Path Optimization
the kind of yield optimization that aims at shortening the path of demand / supply between advertiser and publisher, on the publisher's side.
RTB (Real Time Bidding)
this is a term that started a revolution in the internet advertising industry and is closely related to the creation of the so-called PROGRAMMATIC ADVERTISING. It refers to the possibility to purchase (in the auction model), AD INVENTORY IN REAL TIME. Over time, this concept has been limited to the so-called OPEN MARKETPLACE (OMP) or OPEN AUCTION. It is worth noting here that the term PROGRAMMATIC ADVERTISING is a concept broader than RTB: Programmatic Programmatic Direct / Private MarketPlace (PMP) + RTB / Open MarketPlace (OMP).
PROGRAMMATIC ADVERTISING
Programmatic advertising / automated advertising enables buyers and sellers of the ad inventory to automate the process. So, there is no need to contact the seller (publisher) directly. Theoretically everybody can run the ad, anywhere he wants and anywhere where his audience stays. Programmatic advertising is a natural continuation of former, so called advertising networks. You can watch the evolution of it here. Programmatic is divided into Open Marketplace (OMP, otherwise called Real Time Bidding (RTB)) and Private Marketplace (PMP, otherwise calle Programmatic Direct (PD)). So, the equation looks like that: Programmatic Advertising OMP + PMP,
PMP (Private MarketPlace)
concept related to PROGRAMMATIC ADVERTISING; there are two definitions of PMP in the market. The first (original) is a PRIVATE AUCTION, i.e. a type of auction where the PUBLISHER invites selected ADVERTISERS to purchase a specific AD INVENTORY - it is a closed auction, only for selected ones. The second definition is associating PMP with all Programmatic Direct AGREEMENTS concluded between the ADVERTISING PARTY and the PUBLISHER, and they are distinguished by a direct relationship in concluding such contracts. The conclusion of direct contracts takes place in the technological ecosystem of programmatic advertising.