Programmatic Advertising---programmatic advertising ecosystem

Programmatic advertising is a complex trading ecosystem with many different participants, as shown in the figure below:

Advertiser, is the one who spends money. Generally, it is you. Advertisers can usually be divided into performance category and brand category, or they can be divided into To B and To C according to the product-oriented groups. 

Agency, usually also called Advertising Agency, is called advertising agency or advertising company in Chinese. The 4A we often say belongs to this category, but the 4A we usually say refers to the international 4A. There is also a 4A in China, which becomes a local 4A. 

TD, the full name of Trading Desk, is called programmatic advertising purchase transaction desktop or purchase transaction platform in Chinese. Advertisers can manage multiple DSPs on TD. TD realizes functions through API connection with each DSP, so how many functions can be realized depends on the API specification and openness of DSP. 

DSP, the full name Demand Side Platform, is called the demand side platform in Chinese. The demand side (that is, advertisers or agencies) provides a real-time bidding platform. The demand side can manage advertising campaigns and their delivery strategies on the platform, including the targeting conditions of the target audience, For budget, bid, creative and other settings, DSP automatically optimizes the delivery effect through technology and algorithms and provides data reports.

ADX, its full name is Ad-Exchange, and its Chinese name is Advertising Exchange Market. It connects DSP (Buyer's Platform) and SSP (Seller Platform), and collects a large amount of media traffic by accessing SSP to collect and process data belonging to advertising target customers. Ad Exchange It is a trading venue for precision marketing. Similar to the stock trading platform, the bidding mechanism of the Ad Exchange platform is also obtained by bidding. If the bidding is the same, it is first come first served, that is, RTB mode. 

SSP, the full name of Supply Side Platform, and the Chinese name of Supply Side Platform, is a platform for the media's advertising to conduct a full range of analysis and management, and a tool for the media to optimize its own revenue. The main function of SSP is to help the media manage their different advertising spaces. Some small media owners who have no ability to directly connect to the advertising market will join SSP and realize their cash through SSP. That is, many small advertisers are united to keep warm. Unity is strength, and they have stronger bargaining power. SSP appears. It has something to do with the development of apps. In the past few years, when the app market was just emerging, just making this app could get hundreds of thousands of users, and millions of users. So how can these users be realized? It's impossible to find advertisers by yourself. This is very inefficient, so SSP appears.

Ad-Network, the Chinese name is Ad Network. 

Media, called the media party in Chinese, includes websites and APPs, which provide advertising-based carriers for the purpose of monetization. 

DMP, its full name is Data Manager Platform, and its Chinese name is Data Management Platform. It integrates scattered multi-party data into a unified technology platform, and standardizes and subdivides these data so that users can push these subdivided results to existing ones. Platform in an interactive marketing environment. DMP can provide crowd tags for advertising to accurately target audiences, build user portraits through placement data, and manage crowd tags and re-launch. 

CPD, the whole Customer Data Platform, is called Customer Data Platform in Chinese. 

MAP, the full name of Measurement & Analytics Platform, is called Monitoring and Analysis Platform in Chinese, including advertising monitoring and website/APP monitoring.

AVP, the full name is Ad Verification Platform, and the Chinese name is the advertising verification platform. It usually provides brand advertisers with convenient protection such as brand safety, anti-cheating, visibility and invalid traffic verification. 

PCP, the full name of the Programmatic Creative Platform, is called the Programmatic Creative Platform in Chinese. It is an intelligent content production technology. The content here is the advertising material. It can be realized at different times, different places, and different scenes to provide different content for different people. Now the most common is the thousands of people in e-commerce. 

TMS, full name, Tag Manager System, Chinese tag management system or tag management tool. 

In addition to the above, it usually contains: 

OTT TV: Over-The-Top TV is an Internet TV. OTT TV is the abbreviation of "Over The Top TV", which refers to video services based on the open Internet. The terminals can be TVs, computers, set-top boxes, PADs, and smart phones. and many more.

The advertising demand side includes advertisers and agents, which are the demand consumers of traffic; the demand side services include TD and DSP, which mainly provide advertising and management services; the trading market is only ADX, which is mainly to match advertising transactions; supplier services There are only SSPs. The providers include Ad Network and Media. Media is the media provider, including websites and APPs, and the traffic provider. Advertising services include DMP, CDP, MAP, AVP, PCP, TMS, etc.