programmatic advertising：top 3 r

2020-04-04 本文已影响0人 jlnbda3488375

1.What exactly happens in the 1/3 of a second it takes to deliver an ad?

the life of an ad
2.Behind The Banner
http://o-c-r.org/behindthebanner/

0ms：REACHING WEB PAGE
When the user visits a web page, a request is initiated for an advertising impression.
An impression request is generated based on what the web page knows about the
user.

about user
28ms：AD REQUEST TO PUBLISHER
The impression request is forwarded to the publisher's ad server.

2 publisher ad server
40ms：DIRECT SOLD ATTEMPTS
The publisher first checks if this impression matches any of its pre-sold ad inventory.

check if pre-sold
65ms：IMPRESSION SENT TO ONE OF SEVERAL AD EXCHANGES
If the impression hasn't been fulfilled, it is sent to one of several ad exchanges.
Servers looking to bid on the impression may communicate with other servers to
augment their data on the consumer.

pre 2 adx
100ms：REAL TIME BIDDING
Next, an auction takes place in which third parties bid on the chance to fulfill the
impression

auction
125ms：ONE BID WINS THE AUCTION
The impression is sold to the highest bidder, for the second highest bid price.
150ms：AD DELIVERED TO USER
The creative content for the impression is sent to the web page and appears to the
user. Even the choice of creative can be an entire data-driven process in its own
right

3.Programmatic Ecosystem

programmatic buying ecosystems

4.Which adtech companies actually provide each service?

暂时没啥用系列1

5.The Video LUMAscape

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