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In this video, we are going to discuss the basics of Programmatic Advertising which is important to create a strong foundation on the topic. I will discuss right from what an advertiser and publisher are.
Then we will talk a bit about the evolution of online advertising with Ad Networks, Ad Exchanges and different stakeholders like verification vendors, DMPs, Ad Servers, CTV, programmatic DOOH, Audio advertising, and more
We will also discuss the different types of programmatic advertising modes like Programmatic Guaranteed deals, PMP deals, Open Auction and Real-Time Bidding
0:00 Advertisers and Publishers
5:50 What are Ad Networks?
11:23 What are Ad Exchanges?
17:15 DMP, Ad Server, Verification Vendors
25:11 Programmatic CTV, Audio, DOOH
27:30 Types of Programmatic Ads deals
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In order to understand programmatic Advertising completely we have to Understand how it started and how did it Evolve to the current state it is in and We have to understand a bit about what Used to happen before programmatic Advertising and what kind of problems Did it solve why did it boom this way You will have a complete understanding Of all the terminology used in Programmatic advertising types of Programmatic advertising the tools which Are commonly used in programmatic stack As well as all the stakeholders and Parties that are involved in this Ecosystem in any online advertising Ecosystem there is always at least two Parties involved one is called The Advertiser and one is called the Publisher an Advertiser is a company who Want to advertise about their products Or Services they want people to know About their products and services so They are willing to pay to show their Ads to people an example of this would Be Nike it can be a small company like Nice furniture and maybe sln real estate Who sell apartments and Villas and they Have a marketing budget which they want To spend so that their information and Their ads are shown to people on the Other hand a publisher is a company who Own inventory who own websites who own Apps now you'll be asking me okay Nike
Has a website as well but the Nike Website or nice furniture website or sln Real Estate website what they primarily Their website contains is information About their company or their products or Their services or offerings and people Go there to buy or know about this Company and what they have to offer on The other hand a publisher owns websites And apps but their business is content They create content people go to their Website to consume the content it can be A News website it can be a game website It can be a Blog even Facebook has a lot Of content though it's created by people But people don't go to Facebook to know What face Facebook has to sell they go To Facebook to consume content they go To bbc.com to consume news the Edward Publishers they have a website or app as Well but their main business is the Content they have on their website and In their content they have something Called ad inserts or ad slots available So for example I go to certain blogs to Know how to fix a problem in my computer That is their content but between that They have they Place something called ad Slots and they charge for it so all of Of these are examples of Publishers Bbc.com YouTube amar's blog so for Example if Nike goes to bbc.com and Tells them we want to show our ads on Your website Nike is willing to pay the
Money advertisers pay the money and Publishers they charge money because They sell the ad slot and these ad slots Are called inventory so these are the Some terms you have to remember so Before programmatic advertising what Used to happen is there were a lot of Big websites like bbc.com and there were Like a lot of big big advertisers like Nike.com who wanted to advertise on These websites but how the transaction Of this inventory used to happen is There used to be a marketing team at Nike who would approach the sales team At bbc.com and tell them we have a Summer sale coming up can you advertise Can you show our ads on your BBC website Or what used to happen is if Nike Wouldn't approach BBC there used to be a Sales team at BBC who would go out and Approach all these advertisers like Nike Samsung or whatever and tell them listen We are from bbc.com we have a lot of Inventory we have 100,000 users coming To our website or a million users from United States or this particular country We know you are operational in this Country we are willing to give you Inventory why don't you advertise on our Website these are our charges so there Used to be a lot of leg work involved From bbc.com sales team who would Approach all these advertisers and once They agree upon a deal they used to have
Something called IO or an insertion Order which is still used this term is Still used in programmatic advertising They would sign this contract about okay These are the dates these are the number Of ads we will show and these are the Prices and they will sign this something Called an insertion order but there was A lot of involvement from BBC and Nike And generally it would be only possible If their offices were in the same city Or country or they have a connection They know each other they used to call And sign physically this something Called insertion order and initially it Used to be a hard sell honestly for Bbc.com to find these advertisers Willing to uh advertise on their website Because most of the people used to watch TV they used to listen to the radio and There there was a boom of outdoor Banners which big advertisers would Advertise but what happened is slowly The eyeballs started to go towards the Digital platforms people started using Different kind of websites people spent A lot of time online they used to go to Social media websites like Facebook YouTube and uh a lot of work used to be Done online so Google and other websites Evolved and a lot of focus moved from TV To online and when the advertisers Realize this because marketing is all About uh getting the attention of the
Users and you market and you Market your Products and services where the eyeballs Are where the people are so when people Started moving online all these Advertisers they started slashing their Offline budgets which they used Marketing budgets which they used to Spend on TV radio magazines newspapers And a chunk of their marketing budget Started going to online it started Growing and at the moment offline Advertising it gets less Revenue than Online so online took a lot of marketing Share from all the companies and when This used to happen there were a lot of Third-party companies Beyond advertisers And Publishers companies like Google who Kind of solved this problem so this Third party what they did is they Created online platforms where they Could connect these advertisers and Publishers now the BBC team does not Need a huge sales team or the marketing Team at Nike does not need to know all The Publishers so that they can give Them a call and ask them we have a Campaign and these platforms were called Ad networks now how they changed the Game completely is because it was easy For Advertiser and Publishers to connect And run campaigns on their websites and The second thing they did is the Advertisers need not to know all the Publishers who they want to advertise
With these third-party ad networks would Tell the advertisers listen we have 10 More Publishers in our list you can Advertise on their website as well along With BBC we have these three Publishers Which where you can run the ads they are Good they are authenticated they have Good inventory they have a lot of users Coming to their website now the Nike Does not have a problem with running ads On these Publishers because initially They would think okay we send them in Insertion order maybe they don't show The ads they tell they lie to us or Things like that but ad networks are Acted as guars and companies like Google Who these advertisers trusted they acted As guars as well as an escrow because The ad networks and companies like Google will tell the advertisers listen Unless they show your ads on the Guaranteed number of times we are going To count that because they had the Technology to actually count if these Publishers showed the ads or not and They told Nike that we'll only pay them Once they actually serve your Impressions until then we will not pay Them sometimes the Publishers were based In other countries all of this was Handled by these companies called ad Networks like Google so it became easy But it became easy for the Publishers as Well so there was a rise of website that
Is when the blog boom came because Everyone wanted to create blogs because It was so easy to monetize meaning if You have content if you have traffic Coming to your website it's easy to Monetize you join you become fourth Publisher you join the ad Network and They get all the sales they handle Everything and they kind of bring you The advertiser now now with the few big Ad networks like Google AdSense or Yahoo And so there were some other companies Who created these ad networks but with The rise in this because every year the Advertising spend online would be Doubled would be doubled like initially It started with let's say 100 million And then next year they have a research Done and they said okay this year this Industry became a 200 million industry 400 million industry 800 million and With rise in revenue and obviously there Was a drastic shift of people from Offline to online so the advertisers Started spending online there was a rise In ad Network so every company who was Involved in technology came up with Their own ad Network so Yahoo came with Their own ad Network so for example Seismic came with their own ad Network And companies like this a lot of Companies created their own ad networks For example currently Facebook has their Own ad Network Twitter had had their own
Ad Network so with the rise of these ad Networks what basically used to happen Is these ad networks will approach to Websites and tell them can you be part Of our ad Network let's say BBC went With Google ad Network and there were a Lot of blogs let's say blogs millions of Blogs who joined Yahoo as their ad Network and there were other let's say Websites thousands and thousands of Websites who joined seismic who became Part of seismic ad Network and these ad Networks still exist for example Google Ad network is called gdn which is Google Display Network so an ad network is Basically collection of all the websites Who have joined that particular ad Network so gdn which is Google's Display Network is collection of all the Websites who have joined Google partner Program they let Google to show ads on Their website so for example if there is A Blog who have partnered with Google Display Network or gdm and allowed gdn To show any ads on their website and Google in turn pays them Google charges Advertisers it takes a percentage let's Say 30% and gives 70% to the Blog owner The percentages vary from country to Country so this is the simple business Model of an ad network but now the same Problem happened with advertisers again With rise of so many ad networks and Generally all these websites they stayed
In silos for example example if Advertiser Nike wanted to run ads on This blog BBC this website here this Website here so they needed again to Have deals with all these ad networks so There were hundreds of AD networks so it Became a problem again for an Advertiser And that is where a new kind of platform Was created by these companies which Were called ad exchanges so now what Used to happen is what ad networks did To websites they collected them under One Banner the same thing these new Tools called ad exchanges to these ad Networks so what happened is these ad Exchanges again created by the same Companies like Google and the ad Exchange by Google was called addex Before which is short for ad exchange But now it's called Google ad Manager they just changed the name like Few years ago before it was called addex If you hear that but they are primly Called ad exchanges now now what they Did is these ad exchanges connected These ad networks all together so that Nike has an option to have a campaign Set up on these ad exchanges and they Have access to all the ad networks but One thing to remember here is while ad Networks are directly connected to these Ad exchanges these ad exchanges gave an Option to Publishers big Publishers like Bbc.com Wall Street Journal that you can
Join our ad exchange directly you don't Have to come via an ad network and to Connect to these ad exchanges they Created special softwares called ssps Which would connect these Publishers Directly to the ad exchanges this is Called SSP because it's short for supply Side platform which means these guys Publishers have supply of inventory they Have supply of AD slots which they want To sell on ad exchange ad exchange is Again a soft Ware it's a server where All the buying and selling happens for Example if you are know about trading Let's say you want to buy stocks of a Company what do you do you go to a Particular platform let's say Robin Hood Or Charles Schwab or eoro you go to such A platform it's like a trading platform Where all the buying and selling happens Some people sell there some people their Stocks and some people buy the stocks It's like a complicated software Similarly ad exchange is a complicated Software where all the advertisers come To buy inventory and all the Publishers Come to sell inventory now these guys Are selling they Supply the ad slots and AD inventory that's why this platform Was called supply side platform an Example of a supply side platform would Be Google's dfp which is double click For Publishers or seismic SSP there are a lot there are a lot even
The big ones there are dozens now Similarly for the advertisers Google Said goog okay to connect to our ad Exchange and take part in the inventory Buying process they gave them a platform Called DSP or which is demand side Platform because this platform is used By advertisers who have a demand of AD Slots who have a demand of inventory They demand inventory and these guys Supply so that's why it's called DSP or Demand side platform an example of a DS An example of a DSP the most popular one Is Dv360 and this was called dbm before Which is short for double click bid Manager Google keeps changing all the Names like dfp became Google ad manager Dv360 dbm became dv360 because they were Actually owned by a separate company Called double click and they were Acquired by Google and for few years They kept the same names like double Click for Publishers double click bid Manager now the the names have been Changed and the second example would be TTD or the trade desk it's probably the Second uh biggest DSP after dv30 now What happens is Nike can use any of These uh platforms or dsps and they will Still have access to all the websites And all the ad networks because these Dsps help Nike connect to the ad Exchange any of the ad exchange even if
The Nike uses trade desk it still Connects to all ad exchanges the only Differentiating factor for a client or An Advertiser to choose which DSP to Choose is mostly that what kind of Algorithm they use to kind of run Campaigns and what kind of algorithm They use to optimize the campaigns Audience selection inventory selection And all those things for automated Campaigns rest they all do the same Thing so overall the programmatic Advertising ecosystem evolved in Something like this on one side there Were advertisers like Nik key on the Other side there were Publishers which Involved websites and a lot of AD Networks as well they were connected to To this entity called ad exchanges where Actually all the buying and selling of Inventory happens and this and these Advertisers started connecting to ad Exchanges via dsps like Publishers Connected via ssps and with evolution of Programmatic advertising when we reached This stage that is when programmatic Advertising this term became mainstream Because now everything was automated the Publishers would automate selling their Inventory the advertisers would automate Their sell buying the inventory through This ad exchange everything was done Using these tools that is when this type Of AD buying and selling was called
Programmatic advertising because all of This was done through programs if Somebody asked you what is programmatic Advertising it's a mode of buying and Selling inventory if you use it if you Buy using a DSP if you sell your Inventory using an SSP that is what Programmatic advertising is the Alternative for that was before these Publishers and advertisers used to meet Physically and have insertion orders all Of this was automated and was done Through these programs like DSP SSP ad Exchange that's when this was termed as Programmatic advertising and that's when This term became mainstream now with the Innovation in adtech uh space there were Certain companies what they used to do Is they collected data about user Behavior for example if you go online And and you are checking reviews about a Particular phone let's say iPhone 15 or Audi or any other car or any product at All these platforms what they did is They collected all this user Behavior Information and they used to sell it to Advertisers they would go to Nike are You looking for people who are Interested in sneakers and run your Campaigns and Target only these people Online or they would go to Samsung and Tell them are you interested in people Who were researching about Flagship Phones who have high buying power and
They are looking to buy a phone now These advertisers were obviously Interested in them because with the so Much inventory available with uh Programmatic advertising and AD exchange It was hard for them to filter who we Should Target our ads to or who we Shouldn't because if they get this kind Of data then they have limited amount of People and they can spend all their Marketing Budget on them and companies Like Oracle created these platforms Called dmps which is data management Platforms the point was they collected Only these cookie IDs and device IDs and They provided this to the advertisers And the advertisers plugged this to Their dsps while they were setting up The campaign they would buy these DMP Access or seat IDs from companies like Oracle and plug it to their dsps now one Of the example of DMP would be Oracle Bluey which is one of the biggest or Lomy so this is what dmps do by the way I have a dedicated course on dmps what Dmps are how do they work and even work Through of Oracle blue Kai platform if You are interested and now advertisers Were happy they had this data about Users so they had very targeted Campaigns and they plugged it into this Ecosystem which were called DM PS Now With so much money flowing advertisers Were having targeted campaigns they were
Spending a lot of budgets on their Online advertising using these dsps so There were some companies on the Publishing side who saw this opportunity And we started seeing cases of something Called ad fraud one of the examples of AD fraud would be there were companies Who set up something called click Farms They would have hundreds of mobiles Connected to one particular device and These devices will refresh their own Website for example I create a website Or an app I have these click Farms on All these phones I will have my own Website refreshed every minute or every 30 seconds and obviously there were some Ads which these ad exchanges will show On my app and these phones were Programmed in a way that they will click On these ads and these ad exchanges Started thinking that okay this is a Very good publisher because people there Click a lot the CTR on these websites is High and they started trafficking more Ads towards these Publishers but it was Actually a fraud and when these Advertisers realized that we are Spending a lot of money is going towards Fraud because you cannot check there are Thousands and millions of websites Created every day so for that there were Specialized companies called they were Called verification vendors and what They did is they basically these
Advertisers connected them to their dsps And while their campaigns were were Running on these dsps these companies Were specialized to check that all the Ads that were shown on publisher website Through this DSP they would do Verification that whether it was fraud Whether it was served for example if They want to run the campaign in only us They would verify that when a particular Publisher served an ad on their website It was basically in us for example there Was a company or a website launched in Let's say Nepal or Bangladesh or Germany And they think that a lot of advertisers Want to show ads in us what they would Do is something called domain domain Spoofing and for ad exchange it would Think with the domain spoofing the ad Exchange would think that this publisher Is getting traffic from us so they would Redirect a lot of ads but these ad Verification vendors checked all of that And also for big advertisers it's very Important that they have their ads Served on websites which are brand safe They don't talk about let's say nudity They don't talk about gambling and that Also these verification vendors Developed these capabilities to have a Check on all the campaigns which run Through DSP when they are connected and They would give reports to The Advertiser that okay everything was fine
If there was an ad fraud or a problem With the website they would report it to Advertiser and the advertisers would Block that and they did such kind of Stuff and one of the example for Verification vendor would be IAS which Is integral ad signs or there were other Companies like for example double verify These are some prominent ones but there Are a lot and now advertisers were happy For a while again but now there was one Problem for example iPhone as an Advertiser has a campaign of iPhone 15 Launch they run at they run hundreds of Campaigns targeted to different Publishers they run hundreds of Campaigns targeted to different markets In different languages now with all Those campaigns running in the dsps they Didn't have much control for example one Of the examples there are many examples But one of the examples would be if not Apple thought that okay there is some Problem with the ad and they had to Replace this ad after the campaign went Live they had to go and check with all The hundreds of campaigns they have set Up and change it all there for that There were some specialized softwares Created by companies called ad servers And the job of these ad servers was just To host all of the ads which these Advertisers wanted to run in their Campaigns for example in their DSP they
Had multiple campaigns running but they Did not upload the creatives in DSP they Uploaded in these ad servers they were Specialized servers just for hosting the Creatives they also do some other stuff Like they helped them in Cross Channel Reporting and a lot of things because These evolved as well one of the Examples of AD servers will be CM 360 Which is owned by Google and it's called Campaign manager 360 now it itself is a Huge platform someone who works on Campaign manager 360 only can have a Career in it and there are huge adops Teams in every company these people who Generally work on these ad servers are Called adops let's say adops executive Adops manager and I have a dedicated Course for campaign manager 360 which is Also part of the complete programmatic Advertising course I was talking about And these are the main stakeholders when It comes to programmatic ecosystem but There are obviously a lot of vendors for Verification vendors there are some Prominent ones dsps there are a lot of Dsps available in the market dmps there Are lot of dmps available in the market For every country there are a list of Prominent ones there the mostly used There and that is what makes a landscape Of program landscape in each country for Example I will try to show you one or Two four countries so that you
Understand who are the main players when It comes to dmps ad serers dsps in a Certain Market however on the publishing Side there were certain developments as Well now the Publishers were mainly app Owners and websites for example Candy Crush it's a app it's an app and they Also are a publisher because they are Capable of showing ads on their app with The rise of online and streaming there Were certain companies who created Online streaming platforms and those Channels are called connected TVs or CTV And even platforms like Netflix they Recently started testing advertising on Their platform in certain markets and There are a lot of these connected TVs For example BBC CNBC all of them have Streaming services and they plug these Streaming services as well to their ssps And advert ERS now had access with this Stack to run ads not only on websites And apps but on these connected TV as Well and these kind of campaigns are Sometimes called programmatic TV and Similarly websites like Spotify and other audio platforms also Connected to these ssps they had their Own SSP accounts and advertisers Starting targeting their campaigns audio Ads on these platforms and it's called Programmatic audio and recently few Years ago if you see the digital out of Home screens for example if you go to
The malls you see those screens that Digital screens even they are connected To these ssps and AD exchanges and that Is called digital out of home and you Can buy these campaigns digital out of Home through dsps as well for example if Nike wants to run ads on the digital Screens in Dubai Mall they can buy this Using their DSP as well and that is Called digital outof home programmatic And and I have a dedicated video on Digital out of home and you can watch That I'll put the link in the Description below so this is mainly how The programmatic advertising ecosystem Looks in 2024 maybe there are some new Platforms which will arise and we will See that maybe in the updated version of These videos and I hope this is clear And now we are going to discuss that What kind of deals do these advertisers And Publishers have through programmatic Ecosystem there are only three types of Deals they have and it's very very Important to understand those now the Type of deals that happen between a Publisher and Advertiser are to be Understood from a publisher perspective The first one is of course PG deals or Programmatic guaranteed it's called Programmatic guaranteed because the Publisher guarantees a particular number Of Impressions or how many times the ad Will be served on their website from a
Particular Advertiser for example when Nike goes to publisher let's say bbc.com Or Wall Street Journal Nike tells them Listen we have a campaign we want to Show 1 million impressions for the next 1 month on your website can you Guarantee that now let's say publisher Bbc.com has 10 million impressions Available and they'll be like yes we Guarantee that but this is the amount You will have to pay if the publisher is Not able to do those 1 million Impressions then the advertiser will be Quite unhappy with them and the Publisher will probably have to give a Lot of rebate or The Advertiser will not Work with them next time because they Were not able to uh achieve the Impression Target but before publisher Sets a PG deal what happens is they Check their inventory and something Called inventory forecast where they Forecast because they don't exactly know How many Impressions they're going to Have in next one month they can look at The trends and kind of predict that's Why it's called forecast because the Traffic can go up the traffic can go Down that's why it's called inventory Forecast they do the inventory forecast And if they think that it's safe to Commit to 1 million impressions with Nike they set up something called a PG Deal or programmatic guaranteed deal
That's where guaranteed word comes from Because they the impression the number Of Impressions is contracted and they Make a lot of money on this because they Sell the premium they sell it on a Premium price and obviously they reserve The best inventory on their website like The homepage uh top uh Banner not the Bottom one so the premium inventory the Most visible inventory they reserve for Such deals called PG deals and that is The first type of campaign that is run Using this and if both the parties agree Upon the price the rate and everything What happens is the advertiser will set Up a campaign in their DSP and initiate A negotiation with Publisher they using Their SSP will agree they will negotiate To Andro only using these two platforms And once the deal is established the Campaign flows and it starts serving They set up the campaign in their Platform they set up inventory in their Platform for this campaign and that is What happens this type of deal is also Called one toone deal because there is Only one Advertiser which is for example In this case Nike involved in this and This inventory or this deal was Established between the publisher and Only one Advertiser because this part of Inventory will be only available to Nike That's why it's called one toone deal And remember that publisher makes the
Highest number of money from here Because for example they will say we Charge $20 for every th000 Impressions Because they guarantee the number of Impressions and it generally has premium Inventory now in almost all the cases BBC will have 10 million impressions Available they will sell like maybe Three Deals like this let's say 3 Million impressions they're still left With 7 million impressions let's say for The next one month now they are not Getting their sales team will reach out To advertisers through these platforms Or through emails but at the end they Still have a lot of inventory left which Will not be sold at these premium prices And they will not always find Advertisers for all that inventory Except maybe for example on New Year's Because all the advertisers want to run New Year's campaign sometimes these Publishers have completely uh booked all Their inventory using these kind of Deals and whatever is left from this for Example what these Publishers are not Able to sell directly through PG deals The leftover inventory is called Remnant Inventory because it was not sold via a Direct deal this type of mode is exactly What replaced the old traditional way of These marketing teams talking to the Sales guys or sales guys approaching Them and having a fixed IO or a fixed
Insertion order and now all the remnant Inventory left with Publisher because They want to sell as much as possible Now there are two more ways which Programmatic ecosystem provides Publishers to sell their inventory the Second type of deal and they are in Terms of priority this is what publisher Wants they want to sell everything Through PG if they don't then they go to The second method which is called PMP or Private Market places now in this case What happens is all the leftover Inventory BBC has they package it for Example they combine all the ad slots on Their Sports Page all the ad slots on Their business page and then they go to Relevant advertisers for example they'll Go to a trading platform listen we have These ad slots on our business page Which are unsold we don't want a Commitment we will not commit a number Of Impressions and you don't commit a Number of imp Impressions because in the Previous case if Nike books 1 thou 1 Million impressions with them even if Nike does not have an ad or they somehow They don't want to go live with the Campaign they will still have to pay for Them it works both ways but in this case What they do is they create these kind Of packages and then they go to good Advertisers and relevant advertisers Let's say for example they'll go to top
10 trading platforms and tell them Listen on our business page we have some Inventory left why don't you do one Thing we will provide it to you as a PMP Deal which is private Marketplace and There are 10 advertisers like you or 12 Or 50 or two or seven if you wish you Can use it you can Target your campaigns On this PMP you don't guarantee anything We don't guarantee anything and this is Sometimes called one To few or one to many deal because this Kind the leftover inventory in PMP they There are multiple advertisers like Nike Who have access to this and they can Show their ads here the only ask from BBC to these advertisers would be listen We have we have something called a floor Price see guaranteed deals we sell at $20 CPM but this we are willing to sell Anything above $5 this is the floor Price what you do is whatever you are Willing to pay above $5 but not less Than $5 You can bid but among all the Advertisers who are bidding about this Floor price $5 they you they can take The inventory for example let's say Along with Nike there is Adidas who has Access to this PMP because they Established a deal with the publisher They bid $5 exactly because that's the Float price they bid $5.5 they're Willing to pay extra and all the
Inventory will go to Adidas until they Consume everything then Nike will get The preference in this kind of inventory And obviously they make less dollars in This because this is for example $20 and This is the float price is $5 and Generally it's the same range and for a PMP deal what happens in the background Is the publisher creates these packages Of inventory their sales team goes to All the advertisers reaches out to all The advertisers via email and then they Provide them their DSP seat ID they push It to them and only the advertiser Who have access to this PMP they Negotiated that we will send a PMP only Their dsps can run campaigns on this Inventory or these kind of AD slots and Advertiser generally when they set up a Campaign on DSP they have one campaign Guaranteed with certain advertisers and Some they have other Campaign which is Targeting a PMP deal it always the Advertisers always create campaigns with These kind of combinations sometimes They want to commit with some Publishers With some Publishers they'll only run on Their PMP inventory with the Publishers Perspective they cannot sell everything With PG and PMP they still have some Inventory left okay idas and Nike they Have 7 million impressions they consumed Let's say 1 million they consumed 1 Million they still have 5 million
Impressions left which nobody bought Using PG or PMP now in that case what Publisher does is they have a third way Of selling their inventory on Programmatic platforms which is called O A or open auction now whatever is left Because this gets the highest priority This gets second priority whatever is Left they tell their SSP that whatever Is left sell it at whatever price we can Get in open auction all the advertisers Everyone who's using a DSP can bid on This particular inventory and that's why It's called one to all type of inventory Selling and if open auction there is no Floor price there's no fixed price Whenever somebody goes to their website And if PG deals are consumed PMP deals All the advertiser impressions are Consumed now what BBC does is this open Auction inventory goes to SSP and SSP Knows that it's an open auction there is No PG Advertiser there is no PMP Advertiser available now what it tells Ad exchange to sell it to the highest Bidder so any Advertiser who has a DSP Can buy this inventory in open auction Let's say there are two advertisers Whoever is bidding highest will get the Impression if there is only one Advertiser whatever he's willing to pay They will sell this inventory and this Is the one that makes the least amount Of dollars for them for example maybe
$1.2 or something like that and for PMP And open auction because there are in This case there are few advertisers Willing to buy this inventory and in This case there are a lot of advertisers Buying willing to buy this inventory Whoever bids the highest gets the Impression and it all happens in real Time and that's why these two modes are Also called rtb or realtime bidding That's what realtime bidding means so That's honestly all about introduction To programmatic advertising if you want To learn a specific platform or overall Many tools we have programmatic Advertising section on our website where You can go through different courses and Choose to buy whatever you want I hope This video was helpful thank you so much I will see you in the next one
