To RTB or DSP, that is the programmatic question: An introduction to media buying in the data age

To RTB or DSP, that is the programmatic question: An introduction to media buying in the data age.

Programmatic buying evaluates over a million impressions per second to deliver one ad to one browser. Servers crunch through petabytes of real time data to match ads to the right content. But how does it work and what are the implications for marketing plans, media strategies and creative objectives? And what does all the tech speak mean? If a PMP combines a DMP with a DSP to better leverage RTB, does that change the game for CMOs?

This four-part Campaign Asia-Pacific webinar series, presented in conjunction with Turn, examines programmatic buying and how brands and agencies need to adjust to take full advantage of the technology.

Part one asks basic questions to explain the concepts and spell out benefits. What are the metrics a programmatic marketing platform (PMP) produces and how can a Demand Side Platform (DSP) plug into your overall digital strategy? You’ll come away with a deeper understanding and higher appreciation for the industry’s new tools.

Subsequent episodes will dive deeper into the different tactics, technologies and choices facing marketers today. Part one rolls out on April 10. Join us to put your programmatic positioning in place for 2014.