PERIODIC TABLE OF
PROGRAMMATIC
Targeting and optimization elements

Inventory

16 ways to control your campaign delivery

Inventory refers to the sources of space available to show 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.

Pu
Publisher
X
Exchange
Ch
Channel
Ap
In-App
W
Web
O
Open Marketplace
Pm
Premium Marketplace
Pp
PMP
Pe
Programmatic Guaranteed
Mo
Mobile
Tv
TV
Oh
Out-of-home
Dk
Desktop
Tb
Tablet

Pu
Publisher

Publisher

A publisher can be an app, website or OOH space, that offers advertising space to advertisers so they can show ads to its audience.

X
Exchange

Exchange

A technology platform that facilitates real-time buying and selling of ad impressions programmatically.

Ch
Channel

Channel

A Channel is commonly used by Ad Networks to define a set of publishers grouped by category, affinity or geo-location

Ap
In-App

In-App

Inventory available inside mobile apps.

W
Web

Web

Inventory available on web browsers, be it on mobile or desktop.

O
Open Marketplace

Open Marketplace

The Open Marketplace is all the inventory available programmatically without the need to a special deal.

Pm
Premium Marketplace

Premium Marketplace

A Premium Marketplace is a private deal defined with inventory of specific publishers commonly not available through the Open Marketplace.

Pp
PMP

PMP

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.

Pe
Programmatic Guaranteed

Programmatic Guaranteed

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.

Mo
Mobile

Mobile

Advertising delivered to users on mobile devices, specially mobile phones.

Tv
TV

TV

Advertising delivered to users on users on connected TVs.

Oh
Out-of-home

Out-of-home

Advertising delivered to digitally connected Out of Home billboards.

Dk
Desktop

Desktop

Advertising delivered to users con desktop and laptop computers.

Tb
Tablet

Tablet

Advertising delivered to users on tablet devices.