Programmatic Advertising

We want you to outsmart your competition, not outspend them.

Starfish has been giving smaller brands access to programmatic advertising technology and offers them the ability to compete with larger brands without spending a large budget.

What exactly is programmatic advertising?

Programmatic Advertising is essentially an automated machine learning to buy (and sell) advertising in real-time.

How Does It Work?

You are looking to gain more clients and increase your revenue, right?

Programmatic advertising is able to identify online consumers by variables such as:

  • Demographics (male/female, desired age ranges)
  • Geographics (location base, neighborhood, frequently visited places)
  • Mobile Carriers (AT&T, Verizon, Sprint & more)
  • Interests (specific offers from your business, services, etc.)
  • Behaviors (online, in-store, apps)
  • Time of day (morning, noon, evening, nights)
  • Weather (sunny, rainy, cold, hot)
  • Device (smartphones, desktop, tablet)

Programmatic Advertising then uses real-time data to identify the best online audience(s) for your campaign and purchases digital ad inventory through an auction-based on everything available across multiple devices. Specifically in places that your audience shows interest in. The advertisements are then personalized and structured on each individual customer’s unique interest in your product.

Intelligent connections are established, data insights are generated, and business performance is optimized.

Why is programmatic advertising becoming so important?

To put it simply – It’s more efficient. Prior to programmatic advertising humans were often an unreliable source for buying and selling ads. With falling sick, forgetfulness, our need to sleep, and the occasional work hangover. While automation and machines fluidly and effectively manage the programmatic dashboard with little to no fault.

What are the key elements of programmatic advertising?


SSP stands for Side Supply Platform. What is that you ask? A Side Supply Platform is a gateway for advertisers to sell advertising spots across multiple platforms. Such as, mobile apps, games, and automated auctions. SSP connects to the DSP (Demand Side Platform) and enables the advertiser to bid on any available ad inventory. The goal of SSP is to provide it’s users access using real time data to maximize the prices of available ad spaces. A bid is usually set by the publishers before auction is live.

DSP (Demand Side Platform)

DSP is the primary tool used by advertisers who are looking to automate available ad inventory. So what exactly does this mean? It means that this platform allows marketing agencies, companies, and ad networks to purchase those advertisements from ad exchanges and professional publishers.  Due to the fact that DSP is an automatic platform, it is always working in the background assessing if there is any available inventory and if so, purchasing it at the most fair price to the bidder. In doing this, DSP is able to gauge and optimize your marketing campaigns in real time!

Ad Server

Think of the Ad server as a mega host of data, and creative assets. These assets include video, ads, banners, and other creatives. Once the impression is made, it’s SOLD! The ad server delivers those creatives to the available ad spots within a matter of milliseconds! Let’s go back to the data part, and how this ad server works. The ad server helps it’s advertisers by tracking their digital campaigns, reporting the performances, and even helps manage those ads!

Ad Network

The main job of the ad network is to zero in on the periom ad inventory. This platform bundles together a multitude of ad spaces from publishing and websites. It then sells them to agencies and advertisers. Targeting your ideal consumer by selling a categorized inventory based off of the impressions of a particular audience.

Ad Exchange

Think of the ad exchange as a virtual supermarket. It allows advertisers to trade ad spots automatically. Along with being a virtual supermarket, it allows advertisers to purchase ad spots in bulk vs individual ad spots. This is all done in real time, in a matter of milliseconds these exchanges are taking place. Supply and demand plays a large role in these real time auctions. The more desired the ad, the more you are going to pay. Oftentimes these exchanges appraise the ad placements on CPM bases. CPM essentially means ‘cost per thousand impressions’.

ATD (Agency Trading Desk)

This is how we manage multiple clients’ programmatic advertisements simultaneously. ATD stands for agency trading desk, and it acts as such too. Agency trading desks have many responsibilities such as; researching audiences, analyzing data, measuring key campaign indicators, managing ad budgets, and optimizing strategies. Wow, that’s a lot right? So let’s get down to the nitty and tell you the key components that make the agency trading desk so valuable.
  1. Expertise
  2. Optimizing performances
  3. Broadening campaign data
  4. Access to several DSP’s (demand side platforms)

DMP (Data Management Platform)

The data management platform consolidates important data about your target audience from multiple sources and platforms. So what all exactly does the DMP do?

  1. Analysis behavior – Takes into account demographics, user habits, behavior, and location.
  2. Clusters your audiences – Then provides audience suggestions on how to target, and market to your target audience.
  3. Creates a double – Similar audiences with characteristics are created out of the analyzed data gathered, and then suggest them for the purpose of scaling.

User Tracking

Otherwise known as cookies. Cookies are small fragments of data that are stored in the users browser by websites that they visit. Your browser then stores the data from those cookies, and puts them away in storage for next time. A good example of this would be putting something in your shopping cart via Amazon, and revisiting the site day’s later to find that your items are still in your cart.Cookies are used to personalize your online experiences and tailor your browsing experience to your interest. How do cookies help with marketing? Simple. Cookies help advertisers pinpoint the correct audience to market to based on their browsing habits, allowing them to sell their products directly to their ideal consumers.Cookies work in 4 steps:
  1. An online user visits a web page, searches your site for your offerings, products, etc; however they leave to look at something else.
  2. Pixels that are all over the website register this behavior and place the cookies that are collected from the recent visit on the users browser.
  3. Step number 2 allows for relevant ads to be placed on the users browser
  4. While the user is still active on the site, likely an ad will come through with a discount relative to what they have been searching for. Example: New pillow, comforter, the latest movie, etc.

Mobile Advertising IDs

Mobile advertising ids come in when you are not on your web browser, but instead on an app. As cookies don’t register in apps, they rely on the identifiers that are presented in your mobile devices operating system. These impressions are made and calculated by media ad buyers in order to match you (the user) to your target ad campaign.

Mobile advertising ID’s work similar to cookies by enabling advertisers to gauge the performance of their campaigns, track user activities, frequency capping, gain attribution, and then remarkets to those consumers.

Data Types

  1. First Party Data

This data is collected directly from it’s customers, clients, or audience. Collecting data such as, behavior, data from the CRM, newsletters, emails, social media followers, or subscriptions.

What’s the cost of first party data?

First party data usually comes at a lower rate of cost. This is primarily due to the information being collected “in-house”. Doing this allows the brand to gain vital information such as customer experiences in order to gain insight on how the consumer interacts with the brand. While this sounds ideal, its first party data doesn’t have a great outreach and isn’t intended to solely sustain large audience outreach.

  1. Second Party Data

Through having a relationship with the publishers, advertisers are able to gain the second party data. Having this data is vital as it allows advertisers to reach new audiences as well as predict user habits on a new level. Essentially second and first party data is one in the same. But the advertiser has a sense of backing knowing that this data comes directly from the publisher. Taking out the middleman when purchasing data.

  1. Third Party Data

This form of data is usually obtained by advertisers by sources that are not original to the data collection. Although third party data is still active and a final source of data for some, Google is looking to phase out third party data collections. By the year 2022, advertisers will have to find an alternative way to collect data.


RTB also known as real time bidding is the act of buying advertising spaces in the form of individual impressions through real time ad auctions. This auction takes place in the ad exchange and connects the publishers through the SSP (side supply platform) and advertisers through the DSP (demand side platform). These deals and ad placements happen instantaneously in a matter of milliseconds! Everyone can join this open marketplace, without certain restrictions.

How does RTB work in real time?

  1. Publishers make the impressions available to the advertiser through SSP
  2. The ad exchange will then place a bid request on the DSP
  3. Then, the advertiser will look at available ad inventory and send their bid request back to the ad exchange.
  4. SSP then evaluates all the bids that are placed on that ad space, and sells that impression to the highest bidder.
  5. The DMP (data management platform) will exchange data and match cookies to the SSP and the DSP.
  6. After this has happened, the impression is sold, the ad is placed in it’s paid spot.

What are the advantages of programmatic advertising?

Below are five advantages which encourage marketers and advertisers to increase their digital advertising spend with programmatic advertising.

  1. Real time data and customer insight
  2. Transparency
  3. Increased reach
  4. Efficient
  5. Relevant impressions

And all of these take place automatically, making programmatic the top choice for advertisers and businesses looking to increase their customer base (and keep them).

What is the value of RTB? (Real time bidding)

RTB enables a media buyer to specify their goals and outcomes, and look only for ad inventory that matches against those targeted advertising goals.

How is programmatic advertising replacing more traditional ways of buying and selling media?

The better question would be, how isn’t programmatic advertising replacing the old way of buying and selling media?

We have found 6 ways that programmatic advertising is the new way to advertise your business.

  1. Automated advertising, virtually hands off for the advertiser
  2. Real time insights on data
  3. Ads that are generated are more personalized to the audience
  4. The ball is in the advertisers court
  5. Cross platform advertising allows your business to reach more potentially clients
  6. Increased ad effectiveness