1.What exactly happens in the 1/3 of a second it takes to deliver an ad?
2.Behind The Banner
http://o-c-r.org/behindthebanner/
-
0ms：REACHING WEB PAGE
When the user visits a web page, a request is initiated for an advertising impression.
An impression request is generated based on what the web page knows about the
user.
about user -
28ms：AD REQUEST TO PUBLISHER
The impression request is forwarded to the publisher's ad server.
2 publisher ad server -
40ms：DIRECT SOLD ATTEMPTS
The publisher first checks if this impression matches any of its pre-sold ad inventory.
check if pre-sold -
65ms：IMPRESSION SENT TO ONE OF SEVERAL AD EXCHANGES
If the impression hasn't been fulfilled, it is sent to one of several ad exchanges.
Servers looking to bid on the impression may communicate with other servers to
augment their data on the consumer.
pre 2 adx -
100ms：REAL TIME BIDDING
Next, an auction takes place in which third parties bid on the chance to fulfill the
impression
auction 125ms：ONE BID WINS THE AUCTION
The impression is sold to the highest bidder, for the second highest bid price.150ms：AD DELIVERED TO USER
The creative content for the impression is sent to the web page and appears to the
user. Even the choice of creative can be an entire data-driven process in its own
right
3.Programmatic Ecosystem
4.Which adtech companies actually provide each service?
5.The Video LUMAscape
http://altitudedigital.com/company-blog/programmatic-advertising-top-10-resources/
