Programmatic Advertising Fundamentals: Core Tech & Data
Unpack the essential technologies and diverse data types that power programmatic advertising!
🚀 In this video, we break down how automated ad buying works behind the scenes, from auction marketplaces to intelligent targeting.
What you'll learn:
Core Programmatic Technologies: Discover how Ad Exchanges facilitate real-time bidding, how DSPs (Demand-Side Platforms) help advertisers make smart buying decisions, and how SSPs (Supply-Side Platforms) maximize publisher revenue. We'll also touch on Unified ID 2.0 (UID2) for identity resolution and the helpful LUMAscape for navigating the ecosystem.
Key Data Types Driving Decisions: Understand the power of First-Party Data (your own valuable customer insights) vs. Third-Party Data (purchased user information). Learn about Deterministic and Probabilistic Data, and how Identifiers like cookies, device IDs, and hashed IDs personalize experiences.
Optimization & Measurement: See how Attribution Data quantifies ad impact and how Metadata enhances campaign performance. Explore Seed data for lookalike modeling and crucial Targeting Data like behavioral and contextual methods.
Whether you're an advertiser, publisher, or just curious about ad tech, this video demystifies the fundamental components of programmatic advertising, showing how technology and data work together to deliver more effective and efficient campaigns.
