More and more advertisers and marketers are moving their display share of wallet to programmatic inventory buying. This kind of model is different from the ' Ad Networks" kind of marketplace, which has only 3 parties.. the
1)advertiser, the 2)ad
Aggregator/Syndicator or Ad networks/ Site Reps and the 3)
Publishers . However Programmatic ad buying encompasses an array of technologies that automate the buying, placement, and optimization of online media inventory. The last two years has seen RTB/ Programmatic ads taking more and more marketshare.
IDC expects programmatic spending on display and video ads, including on mobile devices, to more than triple this year, to $675 million, growing nearly 10 times the overall display-ad market. This kind of ad display market has 4 essential steps
1 Ad Exchange .2 Real-time Bidding (RTB) .3 Private Marketplace (PMP) .4 Demand-side Platform (DSP)
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