Dsp Programmatic BuyingProgrammatic Purchasing Dsp
Interested in understanding how the programmatic marketing eco-system (DSP, SSP, DMP) works in detail?
"In order not to make it a 10-page article, I will concentrate only on the case of application for programmatic advertising: displays. Advertisement server: This is the servers used to hoster and deploy advertisements. Notice that an advertiser's ad serving is used to deploy a single ad across multiple publishers networking, while a publisher's ad serving is used to manage customer promotions across the publisher's entire portfolio.
WebClick for Publisher, OpenX Ad Servers, Ad Butlers. This is a technological plattform that allows advertisers to place their inventories on shopping centers (DSPs) to monetize their audiences. It is a technological plattform that centralizes segmentation on the basis of first, second and third parties information that can be "activated" (ideally in near-real time) on all available electronic communication lines.
ATD (Agency Trading Desk): within large advertising companies, this is responsible for programmatic purchasing of advertising material for key accounts. The DCO is a technique that is usually linked to the ad serving system and that allows the ad to be composed "on the fly". You can do this as part of resetting or to personalize the output for a particular business area.
" In the following we will therefore describe the mechanics of the programmatic advertisement, which concentrates on the DSP/SSP/DMP hand shakes. Put simply, we assume that the advertisers are using their own DSP, i.e. they are not using an ATD (Agency Trading Desk) and that the DSP is directly connected to the SSP and not to an intermediate adboard.
Apart from the fact that cell phones and browser like Safari don't support 3-D Party cookie support, it's only a question of getting rid of those cookie files and replacing them with another, more robust piece of software that will hopefully allow the end users to recover property and use of their information (ok, I'm a little ideistic here).
"Let's begin by imagining an anonym visitors visiting the advertisers website to view some contents or a certain products. This page of the advertisers contains the DMP-Container-Tag, a bit of Java script, which controls the following invocations to the 3D-Party-Server. The DMP can contain additional ID synchronization drill triggers.
"`#2 Creating UUID' When the visitor's web browsers loads the page, the advertisers own unique IDentifier (UUID) is called #1 by the advertising company's unique IDentifier (DMP). As soon as the recreated URL is passed back, the DAX Containers tag creates at least one unique 3-D Virtual Identity Hookie (UUID) that is used by the ad eco-system.
Some DMPs, such as the Adobe Audience Manager (AAM), also generate a 1:1 Party Cooking to identify individuals on advertisers' domains. "The DMPtainer loads within the same page loading the DSP day that creates another 3-D-Party cookie that contains a created DSP ID, let's call it DSPID#1.
It is important to remember that the DMP-UUID, UUID#1, is also sent to the DSP, which saves it against its own DSPID#1 in a kind of map spreadsheet. "In order for the advertisers to address a particular client, they must build a section in the directory, we call it "ABC".
Via servers to servers, this segments is synchronized with the DSP. For example, if a user's behaviour now satisfies the segment's eligibility requirements, the refreshed UUID lists under that sector must be sent to the DSP for immediate re-alignment. Background: When you submit your CRM information to the DMP through a back-end back-end in order to enhance your on-line properties, the UUID of your segments is refreshed as new individuals become eligible for the segments or both.
As soon as the segments are synchronized with the DSP, they can be used for targeted and re-marketing. "Now your user is leaving the advertiser's website and is looking for the website of a publishers who is turning their traffic/audience into money. Publishers' websites are identified by the SSP codes, which control the various ad "placements" and the Publisher's own Dynamic Placement Management (DMP) codes.
"Just like when the user arrives at the advertiser's website, the publisher's DMP Containers Day will log the user's attendance and characteristics in the publisher's DMP this year. Notice that if it is the same DMP provider, the DMP cookies and UUID#1 are transferred from the DMP to the Publisher's DMP and used as the UUID.
As a side remark, the publishers and advertisers will have some clients with the same VAT ID, but their records will be well separated. Then the SSP tags generates a SSPID, adds its own 3-D party cookies and triggers the bidding for the various rankings on the site.
"Eventually, the SSP sends the invitation to offer various SSPs, as well as our advertiser's DSP. SSP#1 is sent to the advertiser's DSP together with the offer enquiry. The DSP's matched table allows it to recognize that SSPID#1 = DSPID#1 = UUID#1, and that UUID#1 is part of a high-value sector specified by the advertisers for whom they must make a primary offer.
Now the circle is complete, the advertiser's DSP is offering its services to this quality attendee on the basis of its budgetary optimization strategies and sill.