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This glossary was developed to help new users understand common questions you may encounter throughout the Programmatic Ads on Lynx SSP Platform, including our dashboard, inventory management, campaign management and programmatic campaign. While some of these terms may have different meanings or uses in other industries, this glossary defines them specifically within the context of digital advertising, programmatic buying, and ad tech as they apply to the Lynx SSP Platform.
A programmatic campaign is a type of campaign sale that allows you, as a media owner, to sell your Digital-Out-of-Home (DOOH) inventory automatically through an SSP (Supply-Side Platform), thereby maximizing your revenue potential.
Programmatic enables more optimal monetization of DOOH inventory through an automated advertising bidding and purchasing process using Real-Time Bidding (RTB) and data-driven technology.
Regular (direct) campaigns are conducted directly between advertisers and publishers, involving manual negotiations on price, display duration, and selected locations. Meanwhile, programmatic purchases are conducted automatically using a system and auction process that utilizes Real-Time Bidding (RTB), which is carried out entirely on the Ad Server. This makes it more efficient, data-driven, and enables real-time targeting and optimization of campaign sales.Direct(regular)vs Programmatic Campaign Pn
RTB (Real-Time Bidding) is an automated auction process in a programmatic system that takes place in milliseconds to determine which advertiser’s ad or campaign will be displayed on a particular DOOH (Digital-Out-of-Home) inventory.
An Ad Server is a system that manages and displays ads automatically based on Real Time Bidding (RTB) auction results to display programmatic campaigns from advertisers running on your DOOH (Digital-Out-of-Home) inventory, while also recording performance data such as impressions, spend rate, revenue, etc.You can access the Ad Server in the Lynx SSP Ad Exchange feature.
The sales process for programmatic campaigns will continue to be controlled directly by you as the Media Owner. The Lynx team will assist in creating deals or agreements and monitoring. Meanwhile, you can review the material or content to be displayed and monitor the programmatic campaign process on the Ad Server or Ad Exchange feature.
You can review the material or content that will be displayed in the Creative Approval feature to reject it and provide reasons for rejection, after which the advertiser will resubmit material or content that complies with your policies.
Specifications such as location points (latitude & longitude) of DOOH (Digital-Out-of-Home) inventory, number of slots, duration per spot, operating hours, price, total impressions per day, CPM (Cost Per Mille) or price per thousand impressions, impression multiplier, and CMS (Content Management System) that you use.
You can still run programmatic campaigns according to the DOOH (Digital-Out-of-Home) inventory time or operational hours set by you as the Media Owner.
There are no differences or additional costs, the price of DOOH (Digital-Out-of-Home) inventory sold will still follow the price you have set.
CPM (Cost Per Mille) or cost per thousand impressions is a metric used in digital campaigns to measure the cost an advertiser must pay for every 1,000 times their ad is displayed.
Impression Multiplier is a multiplier factor used to estimate the actual number of impressions from a single advertisement display on Digital-Out-of-Home (DOOH) media, because one display can be seen by several people at once. For example, if a single spot has an Impression Multiplier of 5, then each time the advertisement appears, it is estimated to be seen by 5 people.
You can use Lynx’s default CMS (Content Management System), namely Screen App. CMS (Content Management System) that supports HTML5, such as:

Broadsign

Daktronics

Icon Play

LMX

Lumio

Viplex

Taurus

VNNOX

If your DOOH (Digital-Out-of-Home) inventory is already installed or uses a CMS (Content Management System) not mentioned above, you can use Lynx’s default CMS, Screen App, for free or discuss it with the Lynx team.
Advertisers will be contacted by Team Lynx and informed of the date when the programmatic campaign can resume on DOOH (Digital-Out-of-Home) inventory that has experienced technical difficulties.