> ## Documentation Index
> Fetch the complete documentation index at: https://agenticadvertisingorg-snap-format-preview-links.mintlify.site/llms.txt
> Use this file to discover all available pages before exploring further.

# Ad Tech Primer

> Digital advertising fundamentals in minimal tokens for AI agents

# Ad Tech Primer

Token-efficient reference for digital advertising fundamentals. Designed for AI agents that need to understand ad tech concepts quickly.

## The Ad Tech Stack

```
ADVERTISER (wants to reach audiences)
       │
       ▼
┌─────────────────┐
│      DSP        │  Demand-Side Platform: Buys ad inventory
│ (The Trade Desk,│  on behalf of advertisers
│  DV360, Amazon) │
└────────┬────────┘
         │ Bid requests/responses (OpenRTB)
         ▼
┌─────────────────┐
│   AD EXCHANGE   │  Marketplace: Matches buyers and sellers
│ (Google AdX,    │  via real-time auctions
│  Index Exchange)│
└────────┬────────┘
         │ Bid requests/responses
         ▼
┌─────────────────┐
│      SSP        │  Supply-Side Platform: Sells inventory
│ (Google, Magnite│  on behalf of publishers
│  PubMatic)      │
└────────┬────────┘
         │
         ▼
PUBLISHER (has audience attention to monetize)
```

## Key Concepts

### Pricing Models

| Model         | Full Name               | Definition                   | Common Use            |
| ------------- | ----------------------- | ---------------------------- | --------------------- |
| **CPM**       | Cost Per Mille          | Price per 1,000 impressions  | Display, video        |
| **CPC**       | Cost Per Click          | Price per click              | Performance campaigns |
| **CPA**       | Cost Per Action         | Price per conversion         | Lead gen, e-commerce  |
| **CPV**       | Cost Per View           | Price per video view         | Video (50% view)      |
| **CPCV**      | Cost Per Completed View | Price per 100% completion    | Video (full view)     |
| **CPP**       | Cost Per Point          | Price per GRP point          | TV, audio             |
| **Flat Rate** | Fixed Price             | Single payment for placement | Sponsorships          |

### Inventory Types

| Type        | Description                   | Examples                    |
| ----------- | ----------------------------- | --------------------------- |
| **Display** | Banner ads on web/app         | 300x250, 728x90, 320x50     |
| **Video**   | In-stream or out-stream video | Pre-roll, mid-roll, CTV     |
| **Audio**   | Audio ads in streaming        | Podcasts, Spotify, radio    |
| **Native**  | Ads matching site content     | In-feed, content rec        |
| **DOOH**    | Digital out-of-home           | Billboards, transit, retail |
| **CTV**     | Connected TV                  | Streaming apps on smart TVs |

### Targeting Dimensions

| Dimension       | Description                              |
| --------------- | ---------------------------------------- |
| **Demographic** | Age, gender, income, education           |
| **Geographic**  | Country, region, city, zip, radius       |
| **Behavioral**  | Past actions, purchase intent, interests |
| **Contextual**  | Page content, keywords, topics           |
| **Temporal**    | Time of day, day of week, seasonality    |
| **Device**      | Mobile, desktop, tablet, CTV             |
| **First-party** | Advertiser's own audience data           |
| **Third-party** | Licensed audience segments               |

## Programmatic vs Direct

| Aspect           | Programmatic (RTB) | Direct/Agentic          |
| ---------------- | ------------------ | ----------------------- |
| **Transaction**  | Real-time auction  | Negotiated/relationship |
| **Latency**      | 100ms bid window   | Hours to days           |
| **Pricing**      | Dynamic auction    | Fixed/negotiated        |
| **Relationship** | Anonymous          | Direct publisher        |
| **Data sharing** | Minimal context    | Rich context            |
| **Efficiency**   | High volume        | High value              |

## Key Players

### Demand Side (Buyers)

| Company              | Type            | Notes                |
| -------------------- | --------------- | -------------------- |
| The Trade Desk (TTD) | Independent DSP | Largest independent  |
| Google DV360         | DSP             | Google ecosystem     |
| Amazon DSP           | DSP             | Amazon + retail data |
| Meta                 | Walled garden   | Facebook/Instagram   |

### Supply Side (Sellers)

| Company           | Type            | Notes                   |
| ----------------- | --------------- | ----------------------- |
| Google Ad Manager | SSP + Ad Server | Dominant publisher tool |
| Magnite           | SSP             | CTV focus               |
| PubMatic          | SSP             | Programmatic focus      |
| FreeWheel         | Video SSP       | TV/premium video        |

### Data/Identity

| Company             | Type                | Notes               |
| ------------------- | ------------------- | ------------------- |
| LiveRamp            | Identity resolution | Cross-device graphs |
| The Trade Desk UID2 | Identity            | Open-source ID      |
| Experian            | Data provider       | Consumer data       |
| Oracle Data Cloud   | Data provider       | Audience segments   |

## Measurement Terms

| Term                | Definition                                    |
| ------------------- | --------------------------------------------- |
| **Impression**      | One ad served                                 |
| **Reach**           | Unique users who saw ad                       |
| **Frequency**       | Average views per user                        |
| **Viewability**     | % ads actually seen (IAB: 50% pixels, 1+ sec) |
| **Completion Rate** | % video ads watched to end                    |
| **CTR**             | Click-through rate (clicks/impressions)       |
| **VCR**             | Video completion rate                         |
| **GRP**             | Gross Rating Point (1% of target audience)    |

## How AdCP Differs

| Programmatic (RTB)       | AdCP (Agentic)             |
| ------------------------ | -------------------------- |
| Bid on every impression  | Negotiate packages         |
| Cookie-based targeting   | Context + first-party      |
| 100ms decisions          | Human-in-the-loop approval |
| Auction determines price | Inclusive pricing          |
| Anonymous transactions   | Publisher relationships    |
| High infrastructure cost | Reduced server load        |

## Common Acronyms

| Acronym | Meaning                  |
| ------- | ------------------------ |
| DSP     | Demand-Side Platform     |
| SSP     | Supply-Side Platform     |
| DMP     | Data Management Platform |
| CDP     | Customer Data Platform   |
| CTV     | Connected TV             |
| OTT     | Over-the-Top (streaming) |
| DOOH    | Digital Out-of-Home      |
| RTB     | Real-Time Bidding        |
| PMP     | Private Marketplace      |
| IO      | Insertion Order          |

***

*This is a placeholder document. Content will be enhanced with more detail in future updates.*