The Ideal Programmatic Advertising Ecosystem

I found this framework very helpful in getting across the idea of Real Time Bidding (RTB) Programmatic Guaranteed (PG) and Private Marketplace (PMP) deals in Programmatic Advertising.

Fundamentally, the programmatic advertising facilitates the trading “the buying” of ad-Slots from publishers by advertisers. It is essentially data driven Ad buying, in real time where Ad Slots are the placeholders on a website where an Ad could be placed. In effect, Ad Slots account for a website’s Ad inventory.

RTB (1 to All Advertising) — Real Time Bidding or Open Auction is when a publisher makes a specific volume of Ad-Slots available for anyone to place Ads on.

PMP (1 to Few Advertising) — Private Marketplace is when a publisher makes a specific volume of Ad-Slots available to a specific number of advertisers.

PG (1 to 1 Advertising) — Programmatic Guarantee is when an advertiser requests a specific volume of Ad-Slots from a specific publisher.

Link to the framework on Miro.com