CTV vs OTT Advertising Explained: What Advertisers Need to Know
OTT describes how video content reaches a viewer through the internet. CTV describes the internet-connected television device used to watch video. OTT can appear on televisions, phones, tablets, lapt
What Is DOOH Advertising and How Does Buying Work for Out-of-Home Ads
DOOH uses digital screens in public and commercial settings. Programmatic buying allows advertisers to purchase screen inventory directly through DSP and SSP integrations. With buyers being able to d
First-Price vs Second-Price Auction in Programmatic: Key Differences Explained
Winners are charged the amount they bid in first-price auctions. In a second-price auction, winners pay the next-highest eligible bid. The move to first-price made bid shading more important for buye
What Is OpenRTB and How Does It Power Programmatic Advertising
First introduced in 2013, OpenRTB is the universal language of real-time ad auctions for both the buyers and sellers. A structured bid request is sent by an SSP and a bid response is returned by DSPs
Programmatic Display vs Social Ads: How to Choose the Right Channel
Programmatic display buys inventory on the open web, connecting advertisers & publishers through intermediaries such as DSPs, SSPs, and RTB auctions. Social ads are restricted to closed platforms
What Is a Private Marketplace (PMP) and How Does It Work
A PMP is an invitation-only programmatic deal where selected buyers compete for chosen publisher inventory. Deal IDs identify the agreement and carry its rules into the buying platform. PMPs usually
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