From the course: Programmatic Advertising Foundations (2020)
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Programmatic terms and concepts - Adwords Tutorial
From the course: Programmatic Advertising Foundations (2020)
Programmatic terms and concepts
- [Narrator] Programmatic terms and concepts. In this module, I'm going to introduce the primary components and players in the context of the Programmatic workflow. The best way to approach this is to look at who is doing the buying and selling of ads, and how they eventually meet. The buyer is the advertiser, marketer, or company that wants to reach users with ads. This is the Demand Side, and they use the DSP, or the Demand-Side Platform, to define their campaigns, load their creative assets, and manage bidding prices. From the marketing side, the marketers have identified their audience, uploaded their creative, a static image, different ad sizes, video, and also their bidding strategies for the ads to show to their intended audience. This is done through an agency, or an in-house team, at what is called a trading desk. On the other side of the system are the publishers. This can also be described as any website that…