The adtech industry is known for its many acronyms, and it’s hard to keep up with them all! Recently, Pubmatic (an SSP) compiled a list of all the terms across programmatic and the adtech industry to help marketers understand. Before we jump into some acronyms, let’s define Programmatic advertising. Programmatic advertising uses technology to make ad buying systems more efficient and cost efficient. It allows advertisers to buy available ad impressions in real time, from specific publisher inventory. So, here are five acronyms you should remember when working in programmatic:
Demand-side Platform (DSP): A demand-side platform is software used to buy advertising automatically. It is most often used to buy display, video, mobile, audio and even Out of Home now. DSPs allow advertisers to buy impressions across a range of publisher inventory, whilst targeted specifically on user information such as location or their previous browsing history. Major DSPs include DV360, MediaMath, and The Trade Desk.
Supply-side Platform (SSP): A supply-side platform is software used to sell advertising automatically. SSPs are designed for publishers to maximise their inventory to sell through all availability, and maximise the most yield for those impressions. It allows publishers to connect their inventory to multiple ad exchanges, DSPs, and networks at the one time. Major SSPs include Google AdX, PubMatic, and OpenX.
Data Management Platform (DMP): A data management platform is software that collects, manages, organises, segments and shares large amounts of 1st, 2nd and 3rd party data. It helps tie together all activity and audience data from a campaign together in one centralised location. Major DMPs include Adobe, BlueKai, and Lotame.
Ad Server: An ad server is AdTech software that is used by both publishers and advertisers (including agencies) to manage and run online advertising campaigns. Ad servers are responsible for making instantaneous decisions about what ads to show on a website, then serving them. It also records every interaction with those ads for reporting purposes. Major adservers include Google Campaign Manager and Sizmek by Amazn
Private Marketplace (PMP): PMP advertising allows advertisers to negotiate select, premium inventory and / or data from a publisher to form a real-time private auction of their ad inventory. Essentially, by setting up a PMP an advertiser will be given priority access within a small semi-private auction of reduced buyers, where they will bid above a negotiated minimum price in exchange for a certain volume of impressions.
These are just the start to becoming a programmatic guru! There are many more definitions and pieces of the programmatic chain that intertwine with each other. If you want to learn more about programmatic acronyms or the ad tech industry, Ad News and Pubmatic teamed up to create A Marketer’s Guide to Programmatic – watch it here. Or you can ask anyone of the experts here at ADMATIC!