Abstract:

This paper makes a contrast between programmatic marketing and the traditional way of
advertising for publishers， indicating that programmatic marketing has an advantage in positioning target
users. Next， we turn to the DSP which is a tool used for bidding on， buying and optimizing performance of
ad inventory， and also real time media buying， it is made up of three core layers: an ad exchange， user
information database， and a real-time auction platform. Then a series of strategies are generated to target
a potential customer. Finally， we introduce the self-service interface of DSP by which a campaign manager
could make decisions easily and optimize the campaign.