> ## Documentation Index
> Fetch the complete documentation index at: https://docs.lynxssp.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Introduction

**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.

## 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)↗](/documentation/campaign-management/campaign/overview)) and **Programmatic Campaign**. Understanding the differences between the two is essential for optimizing strategies and achieving campaign goals.

<img src="https://mintcdn.com/lynxssp-91a2d3cb/bjZDAGET5iPaYwlI/images/programmatic/DirectRegularvsProgrammaticCampaign.png?fit=max&auto=format&n=bjZDAGET5iPaYwlI&q=85&s=10bc92ad6583512707cba306a7a66959" alt="Direct Regularvs Programmatic Campaign Pn" width="1677" height="903" data-path="images/programmatic/DirectRegularvsProgrammaticCampaign.png" />

<p>‎ ‎ ‎ ‎ ‎ ‎  </p>

| **Aspect**       | **Direct (Regular) Campaign**                                       | **Programmatic Campaign**                                                                                      |
| :--------------- | :------------------------------------------------------------------ | :------------------------------------------------------------------------------------------------------------- |
| Buying Mechanism | Manual negotiation and agreement.                                   | Automation through the Lynx SSP and DSP platforms ([See DSP Platform ↗](./dsp-platform))                       |
| Process          | Depends on the agreement process                                    | Fast, efficient, and scalable.                                                                                 |
| Price            | Fixed price negotiation (CPM) per point.                            | Dynamic pricing based on auction (real-time bidding)                                                           |
| Inventory        | Guaranteed.                                                         | Programmatic Guaranteed & Private Marketplace.                                                                 |
| Campaign Report  | H+7 Campaign running                                                | Real-time, with a comprehensive dashboard through Ad Exchange ([See Ad Exchange ↗](./ad-exchange/ad-exchange)) |
| Ideal for        | Premium brand awareness, sponsorships, and high-impact advertising. | Achieving large scale, performance marketing, and ROI-based campaigns.                                         |

## Programmatic Process

The programmatic process on the Lynx SSP platform consists of the following series of processes:

<img src="https://mintcdn.com/lynxssp-91a2d3cb/bjZDAGET5iPaYwlI/images/programmatic/ProgrammaticProcess.png?fit=max&auto=format&n=bjZDAGET5iPaYwlI&q=85&s=b7fa55a553aa66b30951801f970f1fc5" alt="Programmatic Process Pn" width="1697" height="651" data-path="images/programmatic/ProgrammaticProcess.png" />

**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 ↗ ](/documentation/inventory/dooh/set-to-programmatic)) and create a Deal ([See Deal Management ↗](/programmatic/deal-management/overview)). 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.