Role of Agency Trading Desk (ATD) in Programmatic advertising
Agency Trading Desk is a derived form of conventional ad Agencies has been acting as the power brokers in the media inventory or performs as a media channel between advertiser and publisher, helps to manage massive media buying and selling process, and helping advertisers to get the right audiences they need without any hassle. ATDs are designed to help media buying agencies to get more control over the ad placement and campaign.
ATDs are the integral part of a Media buying agency set up to benefit an advertising agency and their clients, through ATD advertisers can buy media impressions in real-time instead of buying media in advance. ATD, which functions as an independent working unit within a large media buying Agency. ATDs work in combination with DSPs (A Demand-Side Platform (DSP) is technology platform used to manage and optimize ad campaigns). Marketing specialists make use of programmatic advertising obtained through ATDs and optimize results using DSPs.
ATD works exactly same as that of stock exchange trading system, where ATD helps advertisers to buy media and indirectly helps publishers to sell media space in an auction fashion on a large-scale
ATD function is integrated with Technology as well as experts in respective domains. DSP, SSP, DMPs, Ad servers, Interactive GUI platforms, APIs etc are the integral part of ATD. Data Analysts, Digital Media strategists, market analysts, data science specialists play key roles in lead generation in Programmatic advertising.