Programmatic Elements

Elements of Programmatic Media Targeting & Optimization

Programmatic Media Buying is the exercise of executing media buying task using software platforms in a automated manner, usually called DSP (Demand Side Platforms), integrating multiple sources of inventory, data providers and technologies.
This automation brings efficiencies and extends the posibilities 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.

How to use this guide

The table of programmatic elements is divided into five groups. Each of 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!

3

X

Exchange

11

Ch

Channel

19

O

Open Marketplace

37

Pm

Premium Marketplace

55

Pp

PMP

73

Pe

Programmatic Guaranteed

4

Ap

In-App

12

Op

Optimized

20

W

Web

38

Mo

Mobile

56

Tv

Tv

74

Oh

Out of Home

21

Dk

Desktop

39

Tb

Tablet

57

Cx

Contextual

75

Vw

Viewability

76

Bs

Brand Safety

22

Cd

Campaign Dates

40

Fc

Frequency Cap

58

Pa

Pacing

23

Dy

Day of Week

41

Ti

Time if Day

59

Br

Browser

78

Li

Lat/Long

24

Ct

Country

42

Zp

Zip Code

60

Dm

DMA

25

Rg

Region

79

Cf

Creative Format

62

Cs

Creative Size

80

Co

Creative Concept

43

D

Display

61

Rm

Rich Media

26

V

Video

44

Na

Native

27

Df

First-Party Data

28

Ds

Second-Party Data

29

Dt

Third-Party Data

45

Ag

Age Group

46

Gn

Gender

81

Ed

Education

82

Fa

Family Composition

83

Ms

Marital Status

5

Us

Auto Shopper

6

Ut

Auto Shopper Type

13

Re

Real State

14

Ob

Online Buyer

30

Dw

Downloader

31

Be

Beauty

32

Ho

Home

47

Cc

Credit Card User

48

Cp

Child Products

49

Hh

Health

63

La

Language

64

Et

Ethnic

65

Tm

Tourism

66

Vg

Video Games

67

Ot

Other

7

Ar

Architecture

8

Ac

Art & Culture

9

Am

Automobiles

15

Ce

Celebrations

16

St

sports

17

En

Education

33

Hf

Home Family

34

Og

Online Games

35

Ly

Lifestyle

50

Pt

Pets

51

My

Maternity

52

Fb

Fashion

53

Vw

Video viewers

68

Hl

Healthy Life

69

Tt

Travel

70

B

Business

71

Or

Other

2

Rh

Reach

10

Cl

Clicks

18

Ld

Leads

36

I

Installs

54

Vs

Views

72

Eg

Engagement