On the year of the periodic table of elements, we launched our Programmatic Elements, a tool for digital marketers to explore all the opportunities programmatic advertising has for brands. Learn more at programmaticelements.com

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2. Index
INVENTORY
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Publishers Exchange Channel
Marketplace /Open Marketplace
Marketplace /Premium Marketplace
Marketplace /PMP
Marketplace /Programmatic Guaranteed
Devices
Devices /TV
Devices /Out of Home
Devices /Desktop
Inventory / In-App Inventory
Inventory / Web Inventory
Devices / Tablet
CREATIVES
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Creative / Format
Creative / Size
Creative / Concept
Creative/ Format / Display
Creative / Format / Rich Media
Creative / Format / Video
Creative / Format / Media
INTRO
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Elements of Programmatic Media
Targeting & Optimization
How to use this guide?
PLATFORM
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Filters /Contextual
Filters /Viewability
Filters /Brand Safety
Campaign / Frequency Cap
Campaign / Pacing
Targeting / Day of week
Targeting / Time of Day
Targeting / Browser
Lat / Log
Location / Country
Location / Zip Code
Location / DMA
Location / Region
DATA
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First Party Data
Second Party Data
Third Party Data
GOALS
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Reach
Clicks
Leads
Installs
Views
Engagement
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3. Programmatic Media Buying is the exercise of executing media
buying task using software platforms in an automated manner,
usually called DSP (Demand Side Platforms), integrating multiple
sources of inventory, data providers and technologies.
This automation brings efficiencies and extends the possibilities
for marketers to show the right message, to the right audience at
the right moment across devices and formats.
Although programmatic media traders know all the alternatives
available to plan and optimize their campaigns, it is not the case
for marketers.
The goal of this project is to provide marketers with full visibility
of the potentials of Programmatic Media Buying, and help them
make the most use of it.
Elements of Programmatic Media
Targeting & Optimization
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4. The table of programmatic elements is divided into five groups.
Each one represents a set of sub-categories based on their
homogeneity and use. As an example, the elements of the
Inventory group are divided in 4 categories: Inventory (source
of advertising spaces), Marketplaces (type of access to that
inventory), Type (class of inventory) and Devices (each device has
their own inventory type).
Clicking in each element or category includes a full description
that will help you understand its use and how it interacts with
other elements.
We hope this will help you maximize your programmatic efforts!
How to use this guide
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5. PERIODIC TABLE OF
PROGRAMMATIC
Inventory Platform Creative Data Goals
TARGETING AND OPTIMIZATION ELEMENTS
Acquire key concepts and maximize your programmatic
efforts Headway created an interactive tool to help you
design, plan and execute your campaigns in order to
reach your marketing goals and boost your business.
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6. 02
Inventory
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7. Inventoryreferstothesourcesofspaceavailabletoshow
ads through Programmatic and is the first dimension of
optimization for Programmatic media traders.
The inventory available through programmatic varies
based on the device where it will be shown and how it is
bought. Inventory consists of four categories: Inventory
(media and how it is categorized), Marketplaces (how
the media space is offered to the advertisers), Inventory
Type and Devices.
Accediendo al espacio publicitario:
Inventory
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8. Inventory
A publisher is a producer of
content that offers ad inventory,
though often not through direct
sales.
Medium used by a company
to advertise their products or
services
Channel
A technology platform that
facilitates real-time buying and
selling of ad impressions across
a network or multiple networks.
The Open Marketplace is
all the inventory available
programmatically without the
need to a special deal.
Marketplaces
Open Marketplace
A Premium Marketplace is
a private deal defined with
inventory of specific publishers
commonly not available through
the Open Marketplace.
Marketplaces
Premium
Marketplace
A Private Deal negotiated
between a buyer and seller to
access specific inventory not
necessarily available through the
Open Market. A deal can involve
priority negotiation of priority and
floor prices.
Marketplaces
PMP
Similar to a traditional media buy,
in a Programmatic Guaranteed
transactions both buyers and
sellers agree on a fixed media
buy for a specific number of
impressions at a specific rate.
from the buyer on pricing.
Marketplaces
Programmatic
Guaranteed
Inventory/Marketplaces
Exchange
Publishers
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Inventory/ Inventory Type
In-App Inventory Available inside mobile apps.
Available on web browsers.
Inventory/ Devices
Desktop Advertising delivered to users
con desktop and laptop
computers.
Advertising delivered to users on
mobile devices, especially mobile
phones
Out of Home Advertising delivered to digitally
connected Out of Home
billboards.
TV Advertising delivered to users on
users on connected TVs.
Advertising delivered to users on
tablet devices..
Devices
Tablet
Web Inventory
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10. 03
Platform
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11. Platform
When running programmatic campaigns, the fundamental
setup elements are those that control where the campaign
will run, when and how often ads will be shown, how much
an impression is worth for the brand and what pre-bid filters
do we want to to apply to the inventory elements.
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12. Contextual targeting allows
advertisers to reach users who
are consuming a specific type of
content. Contextual Data vendors
usually offer keyword or theme
base targeting.
Contextual
% of impressions that qualify
as Viewable according to IAB
standards. It can be verified on
reporting or targeted using pre-
bid filters.
Viewability
The maximum numbers of
impressions a user will receive
on a specific amount of time.
Day of week where ad was
delivered or targeted.
Platform/ Filters
% of impressions that appeared
on Brand Safe pages. It can be
verified on reporting or targeted
using pre-bid brand safety filters.
Brand Safety
Platform/ Campaigns
Pace on where the campaign will
be delivered. Most of the time
options include Even, ASAP or
No Cap.
Pacing
Platform/ Targeting
Specific hour when the ad was
delivered or targeted.
Time of Day
Frequency Cap
Day of Week
Platform
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13. Platform/ Targeting
Type of browser where the ad
was delivered or targeted.
Geo-location where the ad
was delivered or targeted.
Geo targeting usually includes
a series of datapoints that
describes a specific region.
Browser
Lat/Long
Platform/ Location
Country where the ad was
delivered or targeted.
Country
Zip Code usually is translated
into lat/long coordinates where
the ad is targeted or delivered.
Zip Code
DMA Designated market area where
the population can receive the
same (or similar) content..
Region DSP defined region inside a
territory
Platform/ Location
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14. 04
Creatives
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15. Creatives
Finding the Creative Format that works best on each
type of device can be the secret for campaign success.
Depending on your goal you might want to focus on
Mobile Video campaigns or Rich Media on Connected
TVs. Advanced programmatic marketers consider
Creative Types as a key element of optimization, while
focusing on testing different Creative Concepts to
increase engagement or conversion rates.
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16. Creative
Creative/ Format
Static or dynamic banner ad.
Ad usually built in HTML5 that
includes advanced features like
video, audio, or other elements
that encourage viewers to
interact and engage with the
content.
Display
Rich Media
Video ad format delivered to the
user on in-stream or outstream
placements.
Audio ads that can be used as
pre-roll or mid-roll on audio
publishers like music and radio
streaming apps and podcasts.
Video
Type of ad unit that is served
to the users. Such as display
banner, video or audio spot.
Concept is usually used to group
an ad set accordingly to its
message or goal.
Dimensions of the ad unit.
Creative/ Type
Creative
Concept
Creative Size
Creative Format
Audio
Ad units that adapt to each
publisher editorial layout.
Native
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17. 05
Data
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18. When planning a digital campaign, audience data is
one of the most valuable marketer’s asset. It can limit
campaign reach to a specific segment or you can A/B
test different segments to find audiences with more
affinity to the campaign or Creative Concept.
Bydoing properdata planning, advertisers can segment
their own audiences using user signals left on their site
or app, or consuming their CRM to create a story telling.
Data Marketplaces aggregate third party data from
publishers or companies that can be used by marketers
to reach previously untouch audiences.
Data
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Data owned by the advertisers.
Sourced from its CRM, inbound
campaigns or retargeting pixels.
Data accesed through a data
marketplace.
Data licensed directly from a
partner, not a marketplace.
Data
Third Pary Data
Second
Party Data
First Party
Data
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20. 06
Goals
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Each DSP has its own optimization algorithm. Using
learned and pre-defined rules a DSP optimizes it Real
TimeBiddingtoreachthegoalsdefinedbythemarketer.
Goals
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22. Goals
Optimize frequency and CPM to
reach the maximum number of
unique users
Optimize Conversion Rates to
maximize the number of leads
acquired
Leads
Optimize CTR to maxmize
the number of clicks on the
defined budgetpartner, not a
marketplace.
Clicks
Reach
Optimize Install Rate to maximize
the number of app installs.
Installs
Optimize video completion
rates to maximize the number of
reproductions
Views
Optimize engagement rates on
rich media ad units
Engagement
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