In 2014, the buzzword “programmatic” was acknowledged as the Marketing Word of the Year by the Association of National Advertisers, defeating other industry words such as “content,” “millennials,” or “transparency.” Programmatic advertising uses technology to purchase and sell media in real-time, giving media buyers access to inventory across desktop, display, mobile (web and apps), social media, video and TV.

1. PROGRAMMATIC ECOSYSTEM
Katana’s Quick Tips

2. 2COPYRIGHT © 2016 KATANA. ALL RIGHTS RESERVED.
What is Programma-c Adver-sing?
Programma4c adver4sing uses technology to purchase and sell media in
real-@me, giving media buyers access to inventory across desktop, display,
mobile (web and apps), social media, video and TV.

3. Ad networks were created in order to remedy the
inefficiencies of tradi@onal media buying and bring
adver@sing to the modern digital world. An adver@sing
network aggregates publisher inventory and then acts
as a broker between the supply and demand side.
Given programma@c adver@sing’s ability to reach and
granularly target individuals in a cost efficient way,
publishers and adver@sers preferred to use an
automated marketplace to manage transac@ons and
efficiently target users at scale – ul@mately leading to
the crea@on of ad exchanges.
Ad Networks
3COPYRIGHT © 2016 KATANA. ALL RIGHTS RESERVED.
Source: The Next Web

4. The Programma-c Ecosystem Graph
4COPYRIGHT © 2016 KATANA. ALL RIGHTS RESERVED.
Source: Al2tude Digital

5. Demand-Side PlaAorm vs. Supply-Side PlaAorm
5COPYRIGHT © 2016 KATANA. ALL RIGHTS RESERVED.
DEMAND-SIDE PLATFORM (DSP)
A demand-side plaOorm (DSP) is soQware that is used within the programma@c ecosystem to
help adver@sers and agencies buy impressions for display, video, mobile and search ads across
publisher sites through real-@me bidding.
SUPPLY-SIDE PLATFORM (SSP)
A supply-side plaOorm (SSP) is a plaOorm that allows publishers to manage and sell their remnant
inventory on mul@ple ad exchanges and networks, essen@ally a publisher’s equivalent of a DSP.

6. Other Programma-c Ecosystem Players
6COPYRIGHT © 2016 KATANA. ALL RIGHTS RESERVED.
AGENCY TRADING DESK (ATD)
Agency trading desks (ATDs) exists as independent service-based organiza@ons that specialize in
programma@c media buying. Their primary func@on is to improve client’s ad performance and
augment the value of their ad buys.
DATA MANAGEMENT PLATFORM (DMP)
A data management plaOorm is a tool adver@sers use to aggregate, store and leverage first party and
third party audience data. A DMP does not sell or buy inventory, but is instead used to analyze and
store aggregated audience data. On the adver@ser side, data is funneled through a DMP to a DSP,
and on the publisher side data is funneled through a DMP to a SSP.

7. Key Takeaways of the Programma-c Ecosystem
7COPYRIGHT © 2016 KATANA. ALL RIGHTS RESERVED.
KEY TAKEAWAYS OF THE AD TECHNOLOGY LANDSCAPE:
✓ What is being sold: audiences and inventory
✓ Who is selling it: networks or SSPs through exchanges
✓ Who is buying it: agency trading desks through DSPs

8. KATANA QUICK TIPS
Contact:
letstalk@katana.media
225 Broadway Suite 430, San Diego, CA 92101