Programmatic Advertising Là Gì


Programmatic advertising is a very critical part of online kinh doanh, which can be called the backbone of today’s online advertising methods lượt thích Google and Facebook. However, people’s understanding of programmatic advertising is still limited nowadays & many misconceptions are still remained. This article aims to privide you with an overview of programmatic advertising, its role in display advertising, & its role in the current and future advertising formats.

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– DSPhường stands for Demvà Side Platform & as it is named, DSP’s primary goal is to help advertisers / agencies make more effective advertising purchases (more effective cost, more accurate targeting) without the human help (ideally).

– SSP stands for Supply Side Platform (or Sell Side Platform) và acts as a symmetrical system of DSPhường, primarily serve sầu publishers to help them achieve sầu better sales of inventory (maximize profit & reduce inventory redundancy) và also without human intervention (again, ideally).

DSPs & SSPs can both join the Ad Exchange or Ad Network, và these tools rely on two things to lớn start optimizing: buyer / seller settings and data acquired during running the ads. Using data và settings, the DSPhường / SSP algorithms automatically optimize và continually improve the efficiency of the buying and selling of ads và help both advertisers and publishers achieve sầu their goals. The vision behind the DSPhường / SSP.. system is that ads buying & selling in the future should be fully automated & require no human involvement.

However, even though DSPhường & SSPhường have been on the market for years, they have sầu not been able to completely replace human activity in the display ecosystem. Especially for DSP, in order to lớn optimize advertising effectiveness, it is now dependent on many factors và the system needs a large amount of data for analysis before it can start working effectively. Many of today’s DSPhường. systems still cannot function automatically without the interference of human & as such the advertisers’ trust on them is still very low. However, DSP / SSP. và the automation of display advertising undoubtedly will be the trkết thúc of future and the whole ecosystem is still being in the transition. However, how long this transition will take depends on a number of other trends, such as Big Data và AI.

Then what is the ATD on the image above? ATD stands for Agency Trading Desk, which are systems built by a number of major / global agencies because they manage a lot of customer campaigns và spend a great deal of money every year in display advertising. ATD is built so that these agencies can collect data from the major campaigns they run, organize, arrange and analyze the data lớn collect insights. ATD can be linked directly lớn DSPs, Ad Exchange, or even Ad Network khổng lồ improve sầu ads purchasing, thanks to the data they already own. At this point, ATD can help DSP solve data problems & improve efficiency.

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However, as mentioned above, only a few major agencies in the world own ATD & it is only used for some big customers with massive advertising budget, not applicable to the mass.

So you’ve sầu been introduced khổng lồ the components of display advertising ecosystem and their functions as well as their role in the whole system. At this time everything in the market is actually operating as diversely and flexibly as below:



Advertisers / agencies can buy ads with Ad Network, from DSP, with Ad Exchange (with or without ATD) or buy directly from publishers themselves. On the publisher’s side, they can sell ad inventory for Ad Network, Ad Exchange (with or without SSP), Ad Networks can also sell inventory for each other và Ad Networks can sell inventory khổng lồ Ad Exchange. And all of that is the ecosystem of display advertising.

To make it easier for you to lớn visualize this scenario, I’ll add some familiar brands to lớn the ecosystem:



* The image above sầu can only menu some parties as an example, not a whole of Vietnamese display advertising

We will see that news site or social truyền thông media sites like Facebook và Youtube, & apps such as Skype or Zalo can serve as publishers in the ecosystem. Advertisers are almost all companies và brands who need advertising, and I các mục several large agencies which own some of leading ATDs (they are only used for some key customers, however).

Moving to the ad networks, we see some familiar brands such as Google Display Network, Admicro, Adtima, Lava or BlueSeed. Each ad network specializes in one specific direction, some focus on websites, some concentrate on di động applications, some target on Clip format or some only sell sites that they own.

Google currently owns both buyer và seller side systems that supports DSP (DoubleCliông xã Bid Manager), SSP.. (DoubleCliông xã for Publishers), & Ad Exchange (DoubleCliông chồng Ad Exchange). In Vietnam, we have sầu ANTS who is now also moving in the same direction of building their own ecosystems. Some companies, lượt thích Innity, have DSPs, SSPs (they also have sầu Ad Exchange but vị not seem khổng lồ launch it in Vietphái nam yet), some lượt thích MicroAd and Ureka focus on providing DSP. solutions.

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You can also see another article on display advertising ecosystems that are based around a brvà.