Guide to Programmatic Advertising
                     GUIDE TO PROGRAMMATIC 
ADVERTISING
WHAT IS 
PROGRAMMATIC 
ADVERTISING?
Programmatic advertising is the automated 
process of purchasing and selling online ads. 
The buying and selling of ad space happens in 
real-time through an automated system called 
a Demand Side Platform (DPS). 
This method gives advertisers the ability to 
place ads across multiple channels with little 
human interaction.
Source: blog.hubspot.com
LOCAL 
PROGRAMMATIC 
ADVERTISING
A subsect of programmatic advertising is local 
programmatic advertising. This type of 
advertising takes an even more granular 
approach to geo-targeting (also called 
geofencing) by partnering specifically with 
publications, radio stations, and TV channels 
in a particular geographical area. 
Source: blog.hubspot.com
PARAMETERS
Demographics (male, female, other, ages 25-45)
Device (desktop computers, laptops)
Interests (stocks, coding, UX design, app 
optimization)
Behaviors (look through software development 
content every business day)
Source: blog.hubspot.com
HOW DOES PROGRAMMATIC 
ADVERTISING WORK? 
DEMAND-SIDE 
PLATFORMS
Advertisers use Demand-Side Platforms to push 
out their ads. 
The DSPs do the work of identifying the best 
publishers and mediums for a programmatic ad 
campaign based on the criterion and parameters 
you provided. 
Using real-time bidding (RTB), a DSP bids on ad 
spaces on your behalf. 
Source: blog.hubspot.com
SUPPLY-SIDE 
PLATFORMS
On the other side, publishers use Supply-Side 
Platforms to make their properties whether a 
website, a channel, or a radio station  available 
for ad placements and bidding. 
Source: blog.hubspot.com
AD EXCHANGES
Connecting DSPs and SSPs are Ad Exchanges, 
which manage the auctioning and bidding 
process and determine the winning 
advertisement for a slot in a publisher’s 
property. 
Source: blog.hubspot.com
DATA 
PROVIDERS
Data Providers grant access to information that 
will ensure the ad is a success, including 
demographic audience data, topical relevance 
data, geographical data, and more. 
Source: blog.hubspot.com
BENEFITS OF PROGRAMMATIC 
ADVERTISING
BUDGET-
FRIENDLY
Though it sounds expensive, programmatic 
advertising is budget-friendly. Because you can 
see results in real-time, you will only spend 
money on what you know will be effective.
Source: blog.hubspot.com
KEY PERFORMANCE 
INDICATORS (KPIS)
Because you can measure the success of 
campaigns in real-time, your campaign 
management is consolidated and streamlined. 
Success is in one place, no going back and forth.
Source: blog.hubspot.com
AUDIENCE 
TARGETING
Your audience will be found for you, so you’ll hit 
your target every time. You can also choose the 
best devices to advertise on. 
For example, a desktop ad might not have the 
same effect if the ad is optimized best for 
mobile, and programmatic platforms will make 
that decision for you.
Source: blog.hubspot.com