Key DMP features include:
acquisition of ready-made audience segments (for example, designers);
formation of user groups (for example, pet owners);
collection and storage of data;
analysis of information about previous advertising campaigns (for example, for remarketing);
building Look-Alike audiences.
It is worth noting that social media advertising is area code philippines mobile also part of the programmatic ecosystem. Social networks have their own DSPs for managing advertising campaigns, integrated DMPs for processing and storing data, and internal SSPs for distributing traffic.
Many social networks have their own PR networks, which makes them full-fledged participants in programmatic advertising, using their solutions on their own platforms and applications, as well as through external advertising channels.
DMP (Data Management Platform)
Source: shutterstock.com
Programmatic Advertising Terms
The main terms associated with programmatic advertising form a complex system of specialized concepts that is easy to manage. Here are some of them:
The owner of a website or digital platform that offers space for advertising, the so-called publisher .
Marketing campaigns developed and launched by organizations, agencies or even individuals to promote products, services or brands.
An important role in programmatic advertising is played by the trading desk , which is a division of marketing agencies or organizations that manages buying and optimizing campaigns. The trading desk is also an integral part of the DSP and offers advertisers tools to customize the parameters of marketing campaigns.
The platform, called Ad Exchange , is used to carry out the buying and selling of advertising inventory through auctions, including Real-Time Bidding (RTB) or other programmatic methods, and this happens in real time.
Ad Network , as a system, unites advertisers and publishers, thereby providing a convenient platform for placing ads on various websites.
Ad Server is a technology solution responsible for managing ad delivery on websites and mobile applications. It handles storage of marketing materials, ad rotation management, targeting, and impression tracking.
Ad Inventory is a special marketing space that can be purchased on various websites or mobile applications.
Ad Verification Services are tools that help verify the quality and safety of marketing materials. These services can also detect fraud.
These terms form the basis of programmatic advertising, helping you better understand and manage the ad placement and optimization processes.