Introduction to Programmatic Advertising

by Dominik Kosorin

For publishers, a DMP serves to augment inventory with data to make it more valuable. A common use case is creating audience segments based on data collected on their visitors (such as “Travel intenders” or “Avid photographers”). Audience segments can then be used to target individual users with relevant online advertising in prospecting campaigns. This is achieved by plugging data from a DMP into a DSP (as a part of a private deal, or through direct integration) – the DSP will then bid only on the impressions aimed at the correct audience. Augmenting impressions with data makes them much more valuable to advertisers, increasing the value of publishers’ inventory.