Guide to

programmatic

advertising

The Publisher’s

in US digital display ad spending by 2017.

0

2

4

6

8

10

Best Options for Publishers withImpression-based Inventory

Best Options for Publishers with Blocks of High Quality Inventory

of Marketers were either unclear on the de�nition of programmatic buying or unsure of how to apply it to campaigns.

Many advertisers perceive programmatic as a way to buy ad space on the cheap.

RTB

Open Market Place

private marketplace

Real-Time bidding:

programmatic direct:

open exchange:

private marketplace:

programmatic guaranteed:

preferred deal:

US Real-Time Bidding (RTB) Digital Display Ad Spending, 2012 - 2017

2012 2013 2014 2015 2016 2017

Billions, % change and % of total digital display ad spending

QUESTION 1:

QUESTION 2:

real-timebidding (RTB)

programmaticdirect (PD)

open exchange

private marketplace

Programmaticguaranteed

preferred deal

QUESTION 3:

Is inventory being auctioned?

Is it a public auction?

Is inventory guaranteed?

$17Bn

90% of U.S advertising will be bought programmatically by 2017.

Auction-based approach used to buy or sell impres-sion-level inventory. Auctions can be public or private.

Nonauction-based approach that uses the same API technology as RTB to buy or sell blocks of inventory.

Public RTB auction open to all buyers and sellers; also called an open auction, open exchange or open marketplace.

Invitation-only RTB auction owned by a single publisher open to a select few buyers.

Upfront commitment to both CPM price and inventory amount secured via programmatic pipes between one buyer and one seller.

Upfront commitment to inventory price but not inventory amount between one buyer and one seller; also called private access or first right of refusal.

I want to sell ads Choose supply-side platform:

Pubmatic, Google’s Adx

Set a price floor and blacklist within your supply-side platform

Send a bid request to exchanges and DSPS

After purchase, advertisers set up their campaigns

I want to set aside inventory for VIP buyers

Buyers (advertisers) unlock inventory with ID

Programmatic

jargon

Private Auctions (Exchanges / Marketplaces): Open to select few buyers

Programmatic advertising will account for

??55%

So it falls on publishers to do a better job of educating clients about what programmatic can do for them.

The Digital Publisher’s Guide to New Revenue

SPONSORED BY© 2015 by RealMatch. All rights reserved

By asking three simple questions, publishers can understand the main approaches to programmatic buying. Follow this chart to �nd the best option for your publication.4

1 2 3 4

yes NO

NO NOyes yes

Open Auctions (Exchange/ Marketplaces): Open to any potential bidder

has two types of auctions for publishers:

12

so How Does It Work ???

In spite of rising industry interest in programmatic advertising, there is still signi�cant confusion surrounding it.

RTB digital display ad spending

% of total digital display ad spending

% change

This automated, technology-driven method of buying digital display advertising takes advantage of the audience targeting and cost efficiencies provided by real-time bidding.

http://www.emarketer.com/Article/Advertisers-Continue-Rapid-Adoption-of-Programmatic-Buying/1010414http://www.emarketer.com/Article/Why-Publishers-Media-Buyers-Excited-About-Programmatic- Guaranteed/1010862

http://think.storage.googleapis.com/docs/programmatic-the-evolution-of-media-buying_infographics.pdf

94.8%

75.3%

38.4% 31.9%

27.4%

28.0% 29.0%

15.3%

25.0%22.0%19.0%

13.0%

$1.92

$3.37

$4.66

$6.15

$7.83

$9.03

Interested in other forms of advertising? Learn about

online recruitment advertising for digital publishers: www.realmatch.com