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Programmatic is a feature on the Lynx SSP Platform that allows you, as a Media Owner, to register and manage all your DOOH (Digital-Out-of-Home) Inventory so that it can be sold and made available automatically, thereby maximizing revenue potential without the need for manual processes with advertisers. Simply put, this feature facilitates real-time, automated digital campaign transactions, connecting you or the Media Owner from Lynx SSP as the Supply-Side Platform with various Advertisers from DSP (Demand-Side Platform) to sell your available inventory. This page helps you understand the process involved in the Programmatic ads.

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Direct (Regular) vs Programmatic Campaign

Currently, in the digital campaign ecosystem, there are two main methods for buying and selling ad inventory: Direct Campaign (direct purchase), better known in the Lynx SSP Platform as Campaign Regular (see Campaign Management (Regular)↗) and Programmatic Campaign. Understanding the differences between the two is essential for optimizing strategies and achieving campaign goals. Direct Regularvs Programmatic Campaign Pn

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AspectDirect (Regular) CampaignProgrammatic Campaign
Buying MechanismManual negotiation and agreement.Automation through the Lynx SSP and DSP platforms (See DSP Platform ↗)
ProcessDepends on the agreement processFast, efficient, and scalable.
PriceFixed price negotiation (CPM) per point.Dynamic pricing based on auction (real-time bidding)
InventoryGuaranteed.Programmatic Guaranteed & Private Marketplace.
Campaign ReportH+7 Campaign runningReal-time, with a comprehensive dashboard through Ad Exchange (See Ad Exchange ↗)
Ideal forPremium brand awareness, sponsorships, and high-impact advertising.Achieving large scale, performance marketing, and ROI-based campaigns.

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Programmatic Process

The programmatic process on the Lynx SSP platform consists of the following series of processes: Programmatic Process Pn Case Example: Inventory A has 4 slots, 3 slots are filled with Regular Campaigns, and there is still 1 slot available (filled with filler). To maximize revenue and fill the 1 available slot in Inventory A, the Media Owner activates the Inventory to programmatic (See Set DOOH Inventory to Programmatic ↗ ) and create a Deal (See Deal Management ↗). Based on the programmatic process flow described above, the scenario is as follows:
  1. DSP provides Ad Response and Bid Price > Floor Price = Displays Creative Content.
  2. DSP provides Ad Response and Bid Price < Floor Price = Displays Filler.
  3. DSP does not provide Ad Response at all / timeout = Displays Filler.