Which of the following statements describes a reason for the shift to programmatic?

• Advertisers want to take a media channel first approach to marketing
• Advertisers want to negotiate with all publishers individually and face to face.
• Programmatic buying involves a great deal of admin
• Advertisers have more options to buy and publishers have more ways to sell.

Ad Networks are managed service centers within agencies that utilize DSPs or other advertising technology to execute campaigns.

False

True

Green Giraffe Hotels want customized creatives to be served to their website visitors. What technology vendor should they work with?

Dynamic creative vendor

Ad Network

Supply Side Platform (SSP)

Ad Exchange

Green Giraffe Hotels want to find new customers by targeting business and luxury travelers. Which technology vendor should they work with?

Ad Network

Supply Side Platform (SSP)

Data Providers

Ad Exchange

Green Giraffe Hotels want to use their first party data for remarketing. What technology vendor could they use?

Verification partner

Data Suppliers

Data Management Platform (DMP)

Ad Exchange

How does a Demand Side Platform (DSP) determine what to bid for each ad?

A DSP user decides how much to bid for each individual impression opportunity.

Pricing is always set by a Supply Side Platform (SSP)

It uses an algorithm to gauge the value of each impression in real-time and places a bid.

Employ a team of analysts to manually research pricing trends.