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What’s the Difference Between RTB, PMPs and Programmatic Direct?

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What’s the Difference Between RTB, PMPs and Programmatic Direct?

As we all know, programmatic advertising can make your head spin. So we wanted to break down the difference between the three main types of programmatic: Real-time bidding, Private Marketplace, and Programmatic Direct.

How does real-time bidding work?
What's the difference between RTB, PMPs and Programmatic Direct?

Real-time bidding is a computer-run auction that allows advertisers to compete to serve targeted ads to their desired customers.

The ads are generated based off of the user’s cookies, based on the user’s cookie history. This helps advertisers target the audiences interested in their products.

To make these bidding decisions, advertisers use technology that combines information about the webpage as well as the user. The URL, content category of the page, location of the ad space, and the user’s browser cookies all affect how much an advertiser is willing to pay to serve an ad.

Real-time bidding is typically the most cost-effective form of programmatic advertising. However, it offers the least precision for both publishers and advertisers. Out of all forms of programmatic advertising, RTB is the largest – billions and billions of impressions are served each day. This is where most programmatic buying happens, because there are thousands and thousands of advertisers are competing for RTB inventory.

How do PMPs work?
What's the difference between RTB, PMPs and Programmatic Direct?

PMP stands for Private Marketplace. Private Marketplace Deals are invitation-only real-time bidding auctions where one or several publishers invite a select number of advertisers to buy their inventory.

With PMP deals, the advertiser cuts out the middleman and skip over the exchanges and service-side platforms all together. Advertisers also get access to premium sites for cheaper than they would with programmatic direct. The advertisers also know exactly which sites their ads will run on.

PMPs are usually facilitated with an IO, or Insertion Order. This is a contract that spells out how much the buyers are willing to pay for the inventory and how long the ads with run.

The CPM is usually not a fixed CPM, meaning the advertisers don’t pay a CPM agreed upon in advance.

PMPs and Programmatic direct have a few different advantages for pubs and buyers. Publishers are more aware of who is serving ads on their sites, and they can sell the space for more money. But in order to justify paying more, buyers want preferential access to the supply. They basically want to find their target audience before their competitors.

How does programmatic direct work?
What's the difference between RTB, PMPs and Programmatic Direct?

Programmatic direct is slightly different to PMP deals. Programmatic Direct is direct-sold, guaranteed inventory, that unlike PMP deals doesn’t require human intervention to run.

However, Programmatic Direct is actually a more manual process than PMP deals.

This is because deals are made on an individual basis, where a publisher’s sales rep negotiates the arrangement with the advertiser on a one-to-one basis.

With Programmatic Direct, the advertiser purchases a fixed CPM, meaning the advertiser agrees to paid a predetermined CPM.

Programmatic Direct is a good choice for brands focused on brand safety, as the relationship is one-to-one and the brands know exactly where their ads will appear.

A metaphor for understanding the difference between RTB, PMPs and programmatic direct

So to summarize, here’s a way to conceptualize the flow from Open RTB to PMP to direct.

The open market (RTB) has thousands of advertisers and millions of sites in it. When buyers are looking for very specific people, that’s difficult. Think of a huge farmer’s market with thousands of farmers and thousands of buyers, and you’re a buyer looking for the perfect apples. You know you’re looking for big, green, organic, and ripe. You can find a good one, but the odds of you actually finding the perfect apple aren’t great.

So now you can pay extra to go into the VIP area where only the best apple farmers are, but the cheapest apple is $5. You can now find the apple you want, but you’re still competing with all the other buyers to find the one you want. At least your odds are better. This is equivalent to PMPs.

But you really want this perfect apple, and you know which farmer has it. He says he will give you the perfect apple for $10, but he will deliver it to your house and skip the farmer’s market and price haggling altogether. This is how programmatic direct works.

from https://www.sovrn.com/blog/whats-the-difference-between-rtb-pmps-and-programmatic-direct/

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Business books to read in 2021: top picks

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Business books to read in 2021: top picks

The COVID pandemic has changed habits and reassigned priorities for all of us. There is, however, a segment of people whose natural way to treat crisis is to use the opportunities it offers: the entrepreneurs.

With an unprecedented economy stimulus coming from the U.S. Federal Reserve, the idea of starting new business (or investing in an existing one) became even more popular than previously. This, however, requires a certain level of preparation: you definitely don’t want to learn on your own mistakes losing money. Thankfully, business and entrepreneurship is the field where there are tons of useful and inspiring books to learn from.

But how to navigate through those thousands of books and authors? Let’s make an overview of the most in-demand business ebooks as of 2021.

Finance and Investments

Business books to read in 2021: top picks

Strongly recommended is “The Intelligent Investor” by Benjamin Graham, an eminent economist and investor of the 20th century. He has created a guide that has inspired millions of people around the world for 70 years. Since its first publication in 1949, the book has become a veritable bible of the stock market. The modern edition is supplemented by comments by financial journalist Jason Zweig, who draws parallels between Graham’s examples and modern realities, and also provides a deeper understanding of how to adapt the author’s philosophy to everyday life.

Internet Technology

The ITIL (Information Technology Infrastructure Library) is a framework for standardizing the selection, planning, provision, maintenance and the entire life cycle of IT services in a company. The goal is to improve efficiency and achieve predictable service delivery. 

The ITIL books cover key concepts of service management, the four dimensions of service management, the ITIL service value system, and ITIL management practices.

Entrepreneurship

This is an extremely wide field of study, incorporating both motivational, inspiring books with those designed to improve hard skills. As for the first option, the “Money: Master the Game” by Tony Robbins keeps first place in our wish list.

Another must-read is “Think and grow rich” by Napoleon Hill. This bestseller was written in the end of the 20th century and has been reprinted over 40 times. In his book, the author has collected the stories of famous millionaires of his time who stubbornly went towards their goals.

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What is The Full Form of PhD?

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The full form of PhD is a Doctor of Philosophy or a Doctorate in Philosophy.

This is a postgraduate academic degree awarded to individuals who have gone through the process of studying and researching extensive subject matter in their field. It can be obtained from an accredited university and requires one to go through a research dissertation.

What Is The Meaning Of PHD?

PhD is a doctoral degree that takes the form of a research degree. It generally recommends a substantial amount of independent, original research and a formal defence of that research.

The word “Doctor” in the abbreviation PhD comes from Latin “doctor” which means “teacher”. In other words, PhD holders are teachers who have done extensive teaching and research as demonstrated by their dissertation.

What Is The Abbreviation Of Doctorate of Philosophy?

PhD is the abbreviation for Doctorate of Philosophy.

Doctorate of Philosophy is a postgraduate degree that requires three to five years of study and research. The abbreviation for Doctorate of Philosophy is PhD.

Which is higher MD or PhD?

A person can be awarded with a Master of Science degree (MS) after completing course work and passing a series of written and oral exams. Master’s degrees typically take one to three years to complete.

A PhD is a Doctoral Degree, which is the highest academic award in most countries. To earn a PhD in the US, students usually have to complete at least four years of study beyond an undergraduate degree.

Master’s degrees are often seen as higher than Doctoral Degrees because they require more advanced subject knowledge and coursework.

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NEW from Apple

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We weren’t the only ones streaming the party yesterday. Apple held its latest event — the one that annually triggers iOS users to stop and think, “Hm, do I need an upgrade?”

Mobile gamers, in particular, could be tempted by the new iPhone 13 Pro and Pro Max, which got the new A15 Bionic chip. Apple said it’s the “fastest CPU in any smartphone” with a 6-core CPU (one more than the new non-Pro models). Because of the updates, the Pro models allow for 50% faster graphics and can last about 1.5-2.5 hours longer than the iPhone 12 Pro and Max models, respectively.

Apple unveiling a new iPhone with a better camera is a free space on your bingo card every year. With this update, Pro models got a bigger, 77 mm telephoto lens (these help you to take photos of subjects that are farther away) with night mode and 3x optical zoom (up from 2x-2.5x). Users also get new wide and ultrawide cameras, autofocus, and a new mode for taking close-ups up to 2cm away.

The standard iPhone 13 and Mini models also feature the A15 Bionic chip. The dual camera got updates as well, but Apple is mostly playing up its new Cinematic Mode across all models. It’s basically portrait mode but for video.

Apple Watch Series 7 also got some upgrades, most notably a wider screen and 20% larger display.

NEW from Apple

The biggest star of the show though was probably the iPad — specifically the new iPad Mini. It got the A15 Bionic chip and lost its home button — meaning it now looks like a mini iPad Air complete with a USB-C port and Touch ID on the power button. The iPad and iPad Mini also got ultrawide cameras with Center Stage. The feature uses machine learning to adjust the front-facing camera during FaceTime video calls to keep you in frame.

We’re looking forward to hearing what you’re most excited about and what you’re disappointed by — you too, Android users.

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