Programmatic Advertising Guide

Market Size (2026):
├── Global programmatic spend: $725B+
├── Display programmatic: 91% of display
├── CTV programmatic: 78% of CTV
└── Audio programmatic: 65% of digital audio

Key Advantages:
├── Efficiency: Automated buying at scale
├── Precision: Data-driven targeting
├── Real-time: Instant optimization
├── Scale: Access to billions of impressions
└── Transparency: Granular reporting

The Programmatic Flow:
Advertiser
    ↓
DSP (Demand-Side Platform)
    ↓ Bid request
Ad Exchange / SSP
    ↓ Auction
Publisher
    ↓
User sees ad (< 100ms total)

Demand Side:
├── Advertisers (brands/agencies)
├── DSPs (buying platforms)
├── DMPs (data management)
├── Trading desks
└── Ad servers

Supply Side:
├── Publishers (websites/apps)
├── SSPs (selling platforms)
├── Ad networks
├── Ad exchanges
└── Header bidding wrappers

Data Layer:
├── First-party data (owned)
├── Second-party data (partnerships)
├── Third-party data (purchased)
├── Contextual data
└── Identity solutions

Open RTB:
├── Access: Open to all buyers
├── Pricing: Auction-based
├── Inventory: Remnant/general
├── CPMs: $0.50-$5 typical
└── Use case: Scale/reach

Process:
1. User loads page
2. Bid request sent (user data, context)
3. DSPs evaluate and bid
4. Highest bid wins
5. Ad served (< 100ms)

PMP Characteristics:
├── Access: Invitation only
├── Pricing: Floor price + auction
├── Inventory: Premium placements
├── CPMs: $5-$25 typical
└── Use case: Brand safety, quality

Benefits:
├── Pre-negotiated pricing
├── First-look at inventory
├── Known publishers
├── Better brand safety
└── Relationship-based

Guaranteed Deals:
├── Access: 1:1 negotiated
├── Pricing: Fixed CPM
├── Inventory: Reserved
├── CPMs: $10-$50+ typical
└── Use case: Premium campaigns

Characteristics:
├── Guaranteed impressions
├── Fixed pricing (no auction)
├── Priority access
├── Direct relationship
└── Full transparency

Major DSPs:
├── Google DV360
│   ├── Google ecosystem integration
│   ├── YouTube native access
│   └── Best for: Large advertisers
├── The Trade Desk
│   ├── Independent, transparent
│   ├── Strong CTV/audio
│   └── Best for: Agencies
├── Amazon DSP
│   ├── Amazon shopper data
│   ├── E-commerce attribution
│   └── Best for: E-commerce
├── MediaMath
│   ├── Omnichannel focus
│   ├── Custom algorithms
│   └── Best for: Enterprise
└── Criteo
    ├── Retargeting specialist
    ├── Commerce focus
    └── Best for: E-commerce retargeting

Major SSPs:
├── Google Ad Manager
├── Xandr (Microsoft)
├── Magnite
├── PubMatic
├── OpenX
└── Index Exchange

Ad Exchanges:
├── Google AdX
├── OpenRTB
└── Private exchanges

Efficiency:
├── Automated buying at scale
├── Real-time optimization
├── Reduced manual work
└── 24/7 operation

Targeting:
├── Audience precision
├── Cross-device reach
├── Contextual alignment
└── Behavioral signals

Measurement:
├── Granular reporting
├── Attribution modeling
├── A/B testing
└── Real-time insights

Brand Safety:
├── Ad fraud risk
├── Inappropriate content
├── Brand adjacency issues
└── Requires vigilance

Transparency:
├── "Black box" concerns
├── Hidden fees
├── Complex supply chain
└── Viewability variance

Technical:
├── Learning curve
├── Integration complexity
├── Data management
└── Creative requirements

Week 1: Foundation
├── [ ] Select DSP partner
├── [ ] Set up pixels/tags
├── [ ] Define audience segments
├── [ ] Prepare creative assets
└── [ ] Establish measurement

Week 2: Launch
├── [ ] Create campaign structure
├── [ ] Set targeting parameters
├── [ ] Configure brand safety
├── [ ] Launch with test budget
└── [ ] Monitor initial delivery

Week 3+: Optimize
├── [ ] Analyze performance
├── [ ] Refine targeting
├── [ ] Test creative variations
├── [ ] Scale winning strategies
└── [ ] Expand to new inventory