What exactly is...?
Programmatic advertising is the automated buying and selling of digital advertising space. To be more precise, it involves the automated and data-supported targeting of individual advertising contact opportunities. The entire process takes place within dedicated platforms provided for programmatic advertising.
Programmatic buying/selling refers to the automated sales or purchasing process that is handled exclusively via a DSP (demand side platform = buyer side) and SSP (supply side platform = seller side).
Relevant DSPs offering DOOH inventory include Splicky, Active Agent and Adform.
Real-time bidding (RTB)
This is the name given to the process of programmatic bidding. Advertisers have the opportunity to bid for the available ads, but compete with other advertisers at the same time.
competition with other advertisers at the same time. The advertising insertion is evaluated and the bid is submitted in real time.
Auction-based purchasing is currently only possible for Goldbach inventory and via Splicky. Other DSPs will follow suit.
An ad server is a server with software that is responsible for the delivery and processing of advertising material. The ad server stores data such as ad impressions, ad visibility and ad clicks, which are used for reporting.
And how does that actually work...?
Open auctions allow anyone to bid for inventory. The circle of potential buyers is not restricted and the highest price bid wins the advertising space.
The private auction limits the number of bidders in DOOH. Only invited customers / agencies / DSPs are admitted. Here, too, the highest bidder is awarded the contract.
Here, there is a one-to-one relationship between the buyer and the seller and purchases are made at a previously agreed CPM. The buyer can optimize independently on data on the DSP side and is not obliged to accept every bid request. A minimum booking volume in the campaign period is agreed.
Guaranteed inventory can be purchased at a fixed price. Likewise, the buyer agrees to purchase the campaign budget as part of the deal.