Programmatic advertising is a very critical part of online marketing, 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 và many misconceptions are still remained. This article aims lớn privide you with an overview of programmatic advertising, its role in display advertising, và its role in the current and future advertising formats.

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– DSP stands for Demand Side Platform & as it is named, DSP’s primary goal is to lớn 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 DSP, primarily serve publishers to help them achieve better sales of inventory (maximize profit and reduce inventory redundancy) & also without human intervention (again, ideally).

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

However, even though DSP and SSP have been on the market for years, they have not been able to completely replace human activity in the display ecosystem. Especially for DSP, in order to 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 DSP systems still cannot function automatically without the interference of human and as such the advertisers’ trust on them is still very low. However, DSP / SSP & the automation of display advertising undoubtedly will be the trend 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 and 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 and spend a great khuyến mãi 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 khổng lồ collect insights. ATD can be linked directly to DSPs, Ad Exchange, or even Ad Network to improve ads purchasing, thanks to lớn the data they already own. At this point, ATD can help DSP solve data problems and improve efficiency.

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 khổng lồ the mass.

So you’ve been introduced lớn the components of display advertising ecosystem và their functions as well as their role in the whole system. At this time everything in the market is actually operating as diversely & 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 & Ad Networks can sell inventory khổng lồ Ad Exchange. Và all of that is the ecosystem of display advertising.

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



* The image above 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 lượt thích Facebook & Youtube, và apps such as Skype or Zalo can serve as publishers in the ecosystem. Advertisers are almost all companies & brands who need advertising, & I menu several large agencies which own some of leading ATDs (they are only used for some key customers, however).

Moving to lớn 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 sản phẩm điện thoại applications, some target on đoạn clip format or some only sell sites that they own.

Google currently owns both buyer và seller side systems that supports DSP (DoubleClick Bid Manager), SSP (DoubleClick for Publishers), & Ad Exchange (DoubleClick Ad Exchange). In Vietnam, we have 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 Ad Exchange but vày not seem khổng lồ launch it in Vietnam 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 brand.