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MasterClass: Programmatic Advertising



One of the fastest areas of growth in our industry is that of programmatic and automated media trading.  Though well established in the digital media sector it is also moving to other channels as the industry strives for efficiency.

This growing resource centre will continue to highlight practical information about programmatic advertising ranging from videos, article and opinion, and terms and definitions on some of the key terms.

Scroll down the page or click on these quick links below...

  • Videos & Guides
  • MediaScapes
  • Market Trends
  • Trade Media to Follow
  • Terms & Definitions
  • Articles to Read
Videos & Guides
  • IAB UK - produced this video in 2012 outlining the Evolution of Online Display Advertising from CPM banner buys to ad networks to Exchanges.

  • Darren Woolley from TrinityP3talks about demand side platforms, trading desks, real time bidding, programmatic buying and the controversy surrounding issues such as transparency and quality control.

  • 200 Milliseconds: The Life of a Programmatic RTB Ad Impression

  • IAB Spain - published this useful image outlining the programmatic buying eco-system 

Programmatic Buying Eco-System

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MediaScapes

  • digital MediaScape - this well known map of the Australian digital media landscape is updated monthly and highlights businesses operating in the programmatic advertising sector.

MediaScape - Australian Digital Media Trading Landscape

Programmatic Workflow MediaScape

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Market Trends

MediaScope - Programmatic Ad Spend Forecast

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Terms & Definitions

  • Demand Side Platform (DSP) - A demand-side platform (DSP) is a system that allows digital advertisers to manage multiple ad exchange and data exchange accounts through one interface. Real time bidding for displaying online ads takes place within the ad exchanges, and by utilizing a DSP, marketers can manage their bids for the banners and the pricing for the data that they are layering on to target their audiences. Much like Paid Search, using DSPs allow users to optimize based on set Key Performance Indicators such as Cost-per-clicks, and Cost-per-action.
  • Real Time Bidding or Buying (RTB) - The dynamic process of buying and selling impressions in real-time in which the highest bidder “wins” the right to place a display ad. An ad buyer, through the platform of their choice, can differentially value each individual opportunity to buy an ad impression in real time. Real-time bidding helps advertisers more effectively uncover, understand, and unleash opportunity within each campaign effort.
  • Supply Side Platform (SSP) - A Supply Side Platform, or SSP, is an advertising technology platform which represents the suppliers of online ads, and guarantees inventory availability. Similar to a DSP, an SSP allows many of the larger web publishers of the world use an SSP to automate and optimize the selling of their online media space.
  • Data Management Platforms (DMP's) - sophisticated data management platforms that allow publishers to get critical insights from both their own 1st party data and 3rd party data. They enable publishers to better monetize and drive yield from their site audiences by enabling the creation of new lucrative audiences, and expanding reach of those audiences, on their own sites and across the web.
  • Agency Trading Desk - A centralized, service-based centre sitting within media agencies which serves as a managed service layer, typically on top of a licensed demand-side platform (DSP) and other audience buying technologies.  Agency trading desks manage digital programmatic, bid-based media and audience buying. Works as an agency’s internal “center of excellence,” supporting agency teams wishing to tap into this new buying model on behalf of agency clients.
  • Private Exchange - an exclusive ad marketplace that gives premium publishers complete control over how they sell their inventory. In contrast with the direct ad network relationships of the past, private exchange publishers have full transparency into the buyers and advertisers, and can restrict access to each impression. Typically, buyers on private exchanges leverage programmatic means such as Real Time Bidding (RTB).

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Trade Media to Follow

  • ExchangeWire - website, newsletter & regular events focusing on exchanges & programmatic digital trading
  • AdExchanger - website & daily newsletter on digital media optimisation

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Articles to Read

  • Digiday's WTF Series - a series of articles that explains, in plain English, new technology tools and platforms that are changing the face of digital media.
  • IAB Australia - Programmatic Playbook - The playbook is representative of the work that goes on at the IAB to make sense of the phenomenon that is programmatic, and examines the present state of ad serving and what the future might hold in this space. 

    Programmatic Advertising - There are few buzzwords that have been thrown around with as much enthusiasm over the past few years. And there’s a good reason – programmatic advertising has arguably changed the face of digital media buying more than any other technology. But how exactly does programmatic work, what impact is it really having, and is a programmatic robot going to steal your job? Nic Hodges explains.

     

  • Programmatic Buying:  The FAQ Every Marketer Needs (iMediaConnection)
  • The 5 Phases of Programmatic Adoption (imediaconnection) - While programmatic spend gains steam many marketers & agencies do not have a firm grasp on how it works with each evolving at a different pace, passing through five key phases of evolution.

MediaScope - All About Programmatic Advertising

  • The visual above is useful just to get your head around the macro integration that happens across the various players. It is worth noting that while the visual is represented in a linear fashion, the value chain does not necessary flow like this - it is simply for ease of illustration.

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Terms & Definitions

  • Demand Side Platform (DSP) - A demand-side platform (DSP) is a system that allows digital advertisers to manage multiple ad exchange and data exchange accounts through one interface. Real time bidding for displaying online ads takes place within the ad exchanges, and by utilizing a DSP, marketers can manage their bids for the banners and the pricing for the data that they are layering on to target their audiences. Much like Paid Search, using DSPs allow users to optimize based on set Key Performance Indicators such as Cost-per-clicks, and Cost-per-action.
  • Real Time Bidding or Buying (RTB) - The dynamic process of buying and selling impressions in real-time in which the highest bidder “wins” the right to place a display ad. An ad buyer, through the platform of their choice, can differentially value each individual opportunity to buy an ad impression in real time. Real-time bidding helps advertisers more effectively uncover, understand, and unleash opportunity within each campaign effort.
  • Supply Side Platform (SSP) - A Supply Side Platform, or SSP, is an advertising technology platform which represents the suppliers of online ads, and guarantees inventory availability. Similar to a DSP, an SSP allows many of the larger web publishers of the world use an SSP to automate and optimize the selling of their online media space.
  • Data Management Platforms (DMP's) - sophisticated data management platforms that allow publishers to get critical insights from both their own 1st party data and 3rd party data. They enable publishers to better monetize and drive yield from their site audiences by enabling the creation of new lucrative audiences, and expanding reach of those audiences, on their own sites and across the web.
  • Agency Trading Desk - A centralized, service-based centre sitting within media agencies which serves as a managed service layer, typically on top of a licensed demand-side platform (DSP) and other audience buying technologies.  Agency trading desks manage digital programmatic, bid-based media and audience buying. Works as an agency’s internal “center of excellence,” supporting agency teams wishing to tap into this new buying model on behalf of agency clients.
  • Private Exchange - an exclusive ad marketplace that gives premium publishers complete control over how they sell their inventory. In contrast with the direct ad network relationships of the past, private exchange publishers have full transparency into the buyers and advertisers, and can restrict access to each impression. Typically, buyers on private exchanges leverage programmatic means such as Real Time Bidding (RTB).

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Further Resources

  •  Training & Development - MediaScope lists a range of businesses offering a broad range of advertising sales and media training services 
  •  Must Follow Twitter Accounts - evolving guide highlighting twitter accounts to follow in the media, marketing, publishing and advertising industry - both in Australia and overseas

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Other Pages of Interest

  •  MediaScapes - well-known guides mapping the entire Australian commercial media landscape - including digital media, television, radio, print, outdoor, media agencies & more.  MediaScapes appear on office walls throughout the industry!
  •  Newsletter - stay up to date on media industry news and opinion by joining over 2,200 media 'influentials' who receive MediaScope's newsletter each Friday morning

 

  • http://www.mediascope.com.au/sites/all/themes/mediascope/images/icons/me...); margin: 0px; line-height: normal; font-family: Verdana;"> What's On - we keep track of the most worthwhile events, training, surveys & awards for the media market.