In the world where only the acronym’s advance faster than the technology, we often have to take a step back and make sure we’re not interchanging our terms.  Much like people seem to interchange the terms Search, SEO, SEM and PPC – and yet never fully understand what they’re asking for, we’d like to lay out some definitions in the media buying space – specifically around the Programmatic and RTB space.

Programmatic media buying is ultimately the automation of the media buying process, usually through algorithms or another computerized methods.

Ad Exchanges are the place where remnant inventory from publishers are housed and made available for purchase through the programmatic technology.   Although there are many private exchanges which can be created directly between the publisher and marketer through the DSP technology, the major open market ad exchanges we work with include AppNexus, Google AdX, Pubmatic, Right Media Exchange, Facebook Exchange, Microsoft Advertising Exchange, and OpenX.  Please note, there are a lot more exchanges, including on the video side

Supply Side Platform (SSP’s) are the publishers technology that is utilized to place the inventory on the exchange and focus on yield optimization.

Demand Side Platforms (DSP’s) are the marketer and agency side platforms that were developed to purchase inventory off of the Ad Exchanges in a programmatic fashion.

Trading Desks are agency side platforms that run off of DSP technology, but strategies, bidding and optimization are managed by the in-house ad agency rather than a sales rep from the DSP side.

Real Time Bidding (RTB) is the service being performed by the DSP’s on the exchanges.  Although it’s often thought of as a way to just lower pricing, the function of RTB is actually just as much of a function of bidding on data in real time in order to secure the audience you’re after first.  So although you might be looking for cheap, auction-based traffic on the exchange, often times you’ll identify data sources or patterns that you’re willing to pay more money for.  One of those patterns or strategies would be:

ReMarketing or Retargeting - which is the ability to send a secondary message to someone whom you’ve previously messaged already.  An example of a remarketing strategy would be if a user came to my website and spent time shopping on the site, but never actually purchased anything.  I could then identify this person via 3rd party cookie (non-pii information) while they surfed the web somewhere else and an ad position on that page they were surfing became available on one of the Ad Exchanges, and via my DSP I could then serve them up another ad maybe with a message of “50% off for all first time buyers, today only!”.   Notice I didn’t get creepy on them and say “why didn’t you buy the red shoes I know you wanted”.  I was able to make the content relevant without giving the appearance of a stalker.

Data Management Platform (DMP) is typically a centralized location for 1st party and 3rd party data that allows you to aggregate all of the information to that one location with the ability of then utilizing it to target audiences on the exchanges or networks.  DMP’s are typically utilized as an add on to enhance your targeting capabilities.

As the programmatic advertising industry continues to advance, we’ll try and keep this list of definitions updated – but please let us know if there are others out there that you’d like defined or used in an example!


Big Data or Big Marketing Opps?

So today I had the opportunity of sitting on a panel of “big data” experts at the Triangle Interactive Marketing Association (TIMA). I have to admit, I was not excited to speak about data, no matter how “big” the industry has labeled it.  My opinion of the excitement over big data is that it is [...]

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Digital Media Strategy | Programmatic Media Buying

Programmatic Media Buying is defined as the automated process for which one can purchase display media advertisements via an online bidding process.  Typically, remnant inventory is placed on an exchange, in which technology such as Demand Side Platforms (DSP’s) or Trading Desks will Real Time Bid (RTB) on the data and available inventory.  Pretty simple [...]

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Career Opp: Account Strategy Manager

Media Two Interactive is looking for someone with 2 or more years Digital Media experience (preferably with an Ad Agency) to lead a media strategy team and manage one of our top tier client accounts.  The perfect candidate for the job will have experience with digital media buying & planning, search engine marketing experience, A [...]

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Google Testing New Results Layouts

Here’s another example of Google playing around with it’s SERPs.  In this particular example, I did a search on South Carolina Colleges, and you’ll see across the top – it is now showing me pictures from the most popular searched on schools in South Carolina.  When you click on one of the images, it acts [...]

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Facebook Timelines – Ready or Not!

In case you happened to be traveling for the last week and missed the news, Facebook, on Wednesday, rolled out their plans for business pages to shift over to their new Timeline format…  They initially announced this at their September, 2011 F8 conference with the intent that user accounts would change over first, followed by [...]

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Super Bowl 2012 Advertising

Yes, there are plenty of critics in the world, so I won’t pretend to be perfect – but here’s some of my high-level wondering’s on this years Super Bowl, and more importantly, the commercials that aired throughout. Hands down, my favorite spot was the Chrysler “It’s Halftime in America” with Clint Eastwood.  It was pointed [...]

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Triangle AMA’s December Luncheon: Building a Thriving Online Community

Megan, Carson, & I attended the Triangle AMA’s December Luncheon last week! David B Thomas from radian6 spoke about social media monitoring. He began with stating that social media is HUGE and it’s not going away. For those not as familiar with how huge social media really is, David quoted that there are 800 million [...]

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Personal Branding | The Raleigh Forum

Today I attended a personal branding discussion at The Raleigh Forum lead by our very own VP of Social Media, Morgan Siem.  She quickly engaged the room with some starter questions, including what we were looking for with branding, personal or professional.  The consensus from our group was a little bit of both.  It seemed [...]

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TV is for Creative and Branding, Web is for cheap DR…

That disturbance you just felt in the force is compliments of @JackMarshall baiting me… As I sat watching my kids ice skating lessons, my twitter feed started to light up. What began as a friendly question of “why would someone save a TV ad to Youtube, but nobody is interested in the AdKeeper technology” quickly spun off into a tangent on whether the Web could be viewed as a Branding vehicle or not.

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Why do we love social media?

Justin and I spent some time last week getting a little creative to show why we love social media at Media Two.  For the video creation we primarily used Camtasia and this was all created in house by our social media team.  We decided to take on this idea by posing our question on social [...]

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What makes a mobile app successful?

How to build a mobile app strategy that hooks customers and drives sales.

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Media’s Take on IS 2011 / Search, Display and Analytics

As a veteran of dozens of “digital” conferences, it always intrigues me to see how different groups approach what’s happening in the industry today.  So how does IS 2011 stack up?  In my book, it’s okay… sometimes a little too broad or entry-level for the full-time digital marketer.  But then again, it was impossible to [...]

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