Unit 2 · Media Planning and Budgeting · Module 16 of 40

Programmatic and Native Advertising

Learning objective

Explain RTB, DSP/SSP roles and native formats with their brand-safety duties.

Concept summary

Programmatic automates buying via DSPs bidding into exchanges against SSP supply, using first- and third-party data segments. Native ads match host-format expectations and must be labelled. Fraud, viewability and inclusion lists are the planner's control levers.

Application task

Write a programmatic guardrail checklist of six rules covering data, inventory and disclosure.