programmatic advertising：top 3 r

1.What exactly happens in the 1/3 of a second it takes to deliver an ad?

the life of 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

programmatic buying ecosystems

4.Which adtech companies actually provide each service?

暂时没啥用系列1

5.The Video LUMAscape

暂时没啥用系列2

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http://altitudedigital.com/company-blog/programmatic-advertising-top-10-resources/