Introduction to Programmatic

Meet Stanley, a middle-aged man in Nigeria. The first thing he does every morning - he opens to see the latest political insights and sports news. Thousands of advertisers want to show their ads to Stanley and programmatic ad buying gives the possibility to efficiently do it. Even though Programmatic ad buying has changed the face of online advertising, there’s still confusion around what it actually is. Therefore, we wish to explore how the Programmatic ad buying works from the lens of the usual online users.

Online Advertising With Programmatic Buying 

The easiest explanation would be, programmatic is buying digital advertising space automatically, with computers using data to decide which ads to buy and how much to pay for them, often in real-time. There is, however, a frequent misunderstanding that all programmatic is real-time advertising. That is a subset of programmatic. Real-time advertising is an auction-based model, whereas programmatic is based solely on automation. Programmatic can be split up into several features:

Data Management Platform (DMP). By enabling data and technology programmatic gives marketers the possibility to have a lot of data points about users like Stanley, from the device he is using to what interests him.

 Also, one of the key features of programmatic gave the possibility to move from one straightforward media buy with a publisher to conducting media transactions on an impression-by-impression basis. Rather than buying a million impressions on in one go and committing to that over a period of time, a brand can buy a million impressions and split them across multiple publishers or media owners, targeted at a particular audience segment.

Programmatic guaranty. Another aspect of programmatic advertising is guaranteed impressions. A price is pre-agreed by the buyer and seller before the impressions go live on the website.

Real-time functionality. Programmatic is enabling marketers to track the impact of their investment and optimise their ad campaigns when reaching their relevant customers. The real-time optimisation functionality gives brands the possibility to react to the market fluctuation, user interactions online, and other relevant data points.

To sum it, with the machine learning capabilities Programmatic gives the opportunity to reach users like Stanley and appear on sites such as However, it is up to the brand to decide if the programmatic adoption goes along with its niche business goals.



Successful performance campaigns on ESKIMI

It is hard to deny that performance campaigns are difficult to carry out, but they are the endpoint of all digital advertising. In the end, every client - no matter what his/her area of business is – will want to get conversions. Since the conversion flow is much more complicated than general brand awareness or traffic campaigns, we would like to share a few key steps before heading towards performance campaigns on Eskimi DSP. These guidelines should help you make your campaigns more efficient as the key takeaways are solely based on our previous campaign experiences:


Creative requirements

When analyzing previous performance campaigns, we have noticed that Native ads are delivering 3 times higher conversion rate compared to display ads. Therefore, if you want to have a successful conversion campaign, you should start with Native ads. Additionally, we recommend having at least 2 communication lines for Native ads. This way the user won’t be bombed with the same creative.

From display ads it is necessary to include creative dimensions - 300x250, 320x50, 320x100, 320x480, 300x600, 160x600, 728x90, 336x280. However, these suggestions do not guarantee successful conversions and should be taken as recommendations. Therefore we would still advise A/B test creative types, as for every business and market different creatives tend to perform better.


Communication message

We have noticed that it is difficult to deliver a good CPA without clear communication. In other words, the offering is very important. Ads have to clearly inform a user why they should convert. Our tests showed that ads with a clear offer showed 4 times higher conversion rate compared to ads without any offer.

We strongly advise having different language ads if you are working in multilingual markets. In this case, you will reach a wider audience.

Also, it is necessary to add a clear Call-To-Action that will inform what the user has to do after clicking the ad. Register Now, Sign Up works well when generating leads.


Additional Platforms

As we have mentioned performance campaigns are much more complex than other objective campaigns. One source may not generate enough results. In this case, we offer to add more than one channel for your conversion campaigns. As Eskimi DSP offers the possibility to launch 2 major digital players – Google Ads and Facebook - it becomes much easier to scale your performance. Enabling several channels will let you optimize your campaigns with higher accuracy under one umbrella.

You can test direct leads form on Facebook and/or LinkedIn to increase your conversion rate since both of these channels generate a 2-to-5 times higher conversion rate depending on the complexity of the form compared to click-to-website conversion.

You should keep in mind that each platform is unique and should be adapted to the business. Meaning, that LinkedIn which is solely profession-based platform may not work for food-based clients.


Technical Reuquirements

Eskimi DSP holds few technical requirements when working with conversion campaigns. We require to have a unique landing page. This helps us to efficiently track conversions on the dashboard. It is mandatory to implement tracking and conversion pixels.

We have noticed that the most efficient campaigns were those who had a minimum of 5000$ budget and ran at least for a month.

If you are a new player in the market, we advise starting with brand awareness and click-to-website campaigns. Then your digital advertising will generate a buzz in the market and will give the users a chance to learn about your brand.



No performance campaign is good if it is not monitored. Therefore, we advise to track campaign performance on another 3rd party platform, such as Google Analytics, and share performance stats with your Ad-ops team. This way Ad-ops will have a better understanding of how the campaign is performing and will optimize it accordingly.

If you are still trying to understand which audience converts the most - try to segment the targeted audience so that you’d be able to see which audience pool is driving the best results.

Also, a more advanced lead flow has to be discussed beforehand. Then we will be able to give you the best solution for your planned goal.

To wrap it up - a lot of things come down to testing as each brand and market are unique. Thus, we advise to not fall over fast conversion trends. As in most cases, it would only bring a lousy performance that wouldn’t bring any benefit to your return on investment. If you have any inquiries or doubts feel free to contact us for a discussion as we believe we can find a relevant digital solution for each brand.



Basic Information

What is DMP?

A data management platform (DMP) is a unifying platform to collect, organize and activate first & third party data from any source, including online, offline, mobile, and beyond. It is the backbone of data-driven marketing and allows businesses to gain unique insights into their customers.

Check out this great marketing video to know more about DMP

While big data is instrumental to effective data-driven marketing campaigns, you can’t do much with the raw information. You need it sorted and converted into a usable form, at least so you can understand what you’re looking at. This is the power of a DMP.

A DMP offers a central location for marketers to access and manage data like mobile identifiers and cookie IDs to create targeting segments for their digital advertising campaigns.

Publishers also often use DMPs to store data about their users. Then they can use that information to create audience segments of their own to sell to advertisers.

Eskimi DMP collects and stores data which is received from 50+ exchanges that Eskimi DSP is connected to. The big amount of exchanges enables Eskimi DMP to collect over 2Bln of profiles.

What Does a DMP Do?

A DMP collects and organizes data from a variety first & third-party data sources (ex. exchanges), and makes it available to other platforms such as DSPs to be used for targeted advertising, personalization and beyond. Some people describe a data management platform as the “pipes” of ad tech — connecting many platforms in a neutral way so marketers can use their powerful audience data when and where they want.

At Eskimi DMP enables various targeting opportunities - interest, remarketing sites/apps and other targetings are influenced by data collection on DMP. 

How Does a DMP Work?

A DMP can collect unstructured audience data from any source, including desktop, mobile web, mobile app. A true DMP should collect audience data on more than a surface level, going far beyond things like URL and keyword information.

This first-party data — that is the data you own and have collected directly from your own customers — can be collected based on specific behaviors such as clicks, downloads, video uploads or video completions, interests like sports, football, parenting, museums and travel or demographic information. It can also include demographic data, socio-economic data, influencer and action data. As an example, a business can use a DMP to collect and organize data, then use that data to target a particular ad to moms who are 25-35, there are endless applications of a DMP.

Eskimi's data management platform collects audience data from the following online sources:

Why do marketers use DMPs?

With programmatic ad buying, advertisers are able to extend campaigns across a huge number of sites and apps through ad exchanges, ad networks and demand side platforms (DSPs). Data management platforms help marketers unify audience and performance data across all of those sources.

A DMP enables advertisers to build audience segments — criteria can include customer information, demographics, household income, past browsing behavior, purchasing information, location, device and so on — and then it can analyze how those segments performed. Based on that analysis, the campaigns can be continually optimized to reach those audience segments that perform best.

DMP Profile

Until now we should already know what is DMP, how it works, where it is used and etc. However, it is not clear what data points are being collected. This table includes all the data points that are being collected into the DMP user profile. 

DMP profile is stored for ever. Unless the user isn't seen in the last 30 days. If this happens then the DMP profile is deleted. However, if the user is constantly seen browsing online then it will stay in our DMP. 

Even though a DMP profile can stay in our DMP for ever some parts of the DMP profile is deleted after certain period of time. Country, city, tmpCity, deviceModelIds, operatorModelIds, keywords, connection type, siteId parts are kept in the profile for 60 days if they are not updated constantly. For example a user can visit a country and if the country won't be visited within 60 days, then the information will be deleted. However, if the user is constantly visiting the country then the information will stay in the profile. 

Technical name



User identifier.
Mobile advertising ID on apps, cookie ID on web


list of countries DmpID was seen in


Last seen time DmpID was seen in country


List of cities DmpID was seen in, based on GPS data


Last seen time DmpID was seen in a city


list of cities DmpID was seen in, based on all other data (IP, user input, etc)


Last seen time DmpID was seen in TmpCity


Years of birth. Can be multiple depending on user input


Genders. Can be multiple depending on user input


Total number of page views


Shows how many page views per day each operator ID has


Telco operator IDs


Last seen time for operator


First seen time for operator


Device model


Last time device model was seen with DmpID


what device was used with specific operator


When was the last time device was seen


Verticals or interest categories, e.g.


last seen time for keyword


How users connected to internet. 2G, 3G, 4G, wifi, etc


last seen time per connection type


Legacy. Original Device ID of the user. matches DmpID.


Internal site ID where user was browsing. Might be converted to exact app bundle or site domain


When was the last time user visited a specific site.


First time DmpID was seen


last time DmpID was seen


Legacy. Deprecated


number of page views per day


Does AdBlock affect DSP campaigns?

In short, AdBlock doesn't affect Eskimi DSP campaigns and we are not spending any amount of money on users that are using different AdBlock technologies. 

How does AdBlock work? 

Almost every AdBlock is working by URL blocking technology. This means that AdBlock is going to be blocking our domain or any SSP domain that publisher is using. That means it is not possible for us or any other DSP, Exchange or SSP to see those users and target them. Therefore, since everything is being blocked by AdBlock, we are not able to reach any of those users and no campaign budget is being wasted on such audiences.

Introduction to Eskimi DSP


Eskimi DSP is a demand-side platform that allows advertisers to buy inventory through ad exchanges in real-time. Using this platform, you can set up and launch your campaign by yourself which will save time and costs. Moreover, this platform helps to advertise and reach your wanted audience much easier by providing a variety of relevant information such as what are your target audience is interested in, what devices are they using, where do they use it, and so on.

Furthermore, Eskimi DSP is combined with a data management platform (DMP) where the customer and online advertising data is stored and managed. For example, DMP has a data dashboard that visually tracks, analyses, and displays your campaign metrics in real-time. On the Eskimi DSP dashboard, you can see impressions, CPM, Win rate, Clicks, CPC, CTR, best and worst-performing ads, Platforms, Operating Systems, and Delivery Map by Hour.

How to start?

1. On-boarding

To create a company/organisation profile on the Eskimi system, the info below is required:
- Company name
- Company address
- Company registration code
- Finance person name and contact details

This information is used for issuing Insertions Orders (IO) and Invoices.

2. Access to the account

The account on Eskimi DSP is created by the Eskimi team. You need to provide the information below:
- Company name
- Select one of the account options: []Agency or []Brand
- Company country
- Currency: []USD or []EUR (Naira available only in Nigeria)
- email address to access the account

3. Planning campaign

It’s advisable to involve the Eskimi team in the campaign planning process so that to receive targeting, creatives, and data planning recommendations for the most effective execution.
What info do you need to provide? - Brief questions are here: Brief questions for planning your campaign

4. Launching campaign

Make sure that you have everything for the campaign launch:
- campaign name
- campaign objective: awareness/ traffic/ conversions
- start and end dates
- budget
- creatives
- landing page URL (or alternatively USSD code, phone number or SMS number and body text)


- Standard banners or .gifs
They’re provided by the client in the required dimensions and size (max 150kb). More information : What are the most popular ad banner formats? For mobile and desktop.

- Native ads.
Requirements for them are here: Uploading Native ads and their requirements

- 3D rotating cube ad
Required 3 images of 300x250 dimensions.
It may take 1 working day for development.

- Scratch to reveal ad
Required: 2 images in 2 dimensions: 300x250 and 320x480; one - front-image and the other - back-image.
It may take 1-2 working days for development.

- Dynamic banners and other interactive banners
Solutions are usually custom and are planned individually.
Depending on the complexity of the solution the development may cost additionally.
Development may take 3-6 working days.
Richmedia (HTML5, .JS) creative requirements

Campaign type:

- Click-to-ussd
USSD code (e.g.*999*1#).

- Click-to-SMS
International phone number of short code (e.g.+123456789).
SMS text (e.g. start now).

- Click-to-call
International phone number of short code (e.g.+123456789).

What is an Ad Exchange

Ad Exchange is digital marketplace where publishers and advertisers come together to trade digital ad inventory. The Ad Exchange is an auction mediation mechanism that does not serve either the buyer or the seller side, it is an autonomous platform that facilitates programmatic ad buying.

The Ad Exchange sits in the middle of the programmatic ecosystem and is plugged into a Demand-Side Platform (DSP) on the advertiser’s side and a Supply-Side Platform (SSP) on the publisher’s side.


How does Ad Exchange Work?

So, Ad Exchanges allow publishers to get the best price for their ad space and advertisers to reach out target audience.

What is Real-Time Bidding (RTB)

RTB is a way of buying and selling ads through real-time auctions, meaning transactions are made in the time it takes to load a webpage. 

RTB works like this:
As a visitor enters a website, a request is sent to an ad-exchange with information on the website along with visitor data. This information is then matched against available advertisers and a real-time auction takes place between the advertisers that match the criteria.

Real-Time Bidding allows for better and quicker targeting, enabling ads to be bought and sold on a per-case basis, meaning only visitors who are in your target audiences will be subjected to the ad.

Even though most of programmatic buying goes through Real-Time Bidding, there are other ways of programmatic advertising. Programmatic can still automate the targeting and other related processes but the buying and selling of the inventory can be done directly. In other words, advertisers purchase impressions from publishers via programmatic direct deals and don’t participate in RTB auctions.


Real-Time Bidding is just one part of the programmatic advertising ecosystem. It’s a way of auctioning out ad space on a case-by-case basis rather than a carpet-bombing approach where everybody sees the same ad.

First-Price and Second-Price Auctions

It is also important to know that there are 2 main types of auctioning out ad space: First-Price and Second-Price Auctions.

Their definition is as follows:
First-Price Auction – Digital buying model where if advertiser's bid wins, the advertiser pays exactly what he bids. 
Second-Price Auction – Digital buying model where if advertiser's bid wins, the advertiser pays $0.01 above the second highest bid in the auction.


Digital advertising metrics


A ratio showing how often people who see your ad end up clicking it. Clickthrough rate (CTR) can be used to gauge how well your keywords and ads are performing.


Cost-per-click (CPC) bidding means that you pay for each click on your ads. For CPC bidding campaigns, you set a maximum cost-per-click bid - or simply "max CPC" - that's the highest amount that you're willing to pay for a click on your ad (unless you're setting bid adjustments or using Enhanced CPC).

 We recommend the CPC bidding method if you want to drive traffic to your website.


This is the average amount you’d like to pay for a conversion. The target CPA you set may influence the number of conversions you get. Setting a target that is too low, for example, may cause you to forgo clicks that could result in conversions, resulting in fewer total conversions.

If your campaign has historical conversion data, AdWords will recommend a target CPA. This recommendation is calculated based on your actual CPA performance over the last few weeks. When you create a new campaign, Eskimi DSP will recommend a target CPA based on your account’s historical conversion data.

When formulating a recommended target CPA, we’ll exclude performance from the last few days to account for conversions that may take more than a day to complete following an ad click. You can choose whether to use this recommended target CPA or to set your own.


Cost-per-thousand viewable impressions bids (CPM) let you bid for impressions when your ads appear in a viewable position, and you only pay when ads are measured as viewable by Active View. 

A way to bid where you pay per one thousand views (impressions) on the Eskimi Network.

Viewable CPM bidding ensures that you only pay when your ads can be seen. Existing CPM bids will be converted to vCPM automatically, but it is best to update your bids since viewable impressions are potentially more valuable.


A bidding method for video campaigns where you pay for a view. A view is counted when a viewer watches 30 seconds of your video ad (or the duration if it's shorter than 30 seconds) or interacts with the ad, whichever comes first. Video interactions include clicks on the call-to-action overlays (CTAs), cards, and companion banners. You set CPV bids to tell Eskimi DSP the maximum amount you're willing to pay for each view.


How often your ad is shown. An impression is counted each time your ad is shown on a search result page or another site on the Eskimi DSP Network.


When someone clicks your ad, Eskimi DSP counts that as a click.


Conversions in Eskimi:

1) Post-click conversion - a conversion that occurred within set post-click attribution window. This number of conversions counts into the total amount (in Conversions report). Also, it is included into Custom conversions report as Post-click.

1) Post-view conversion - a conversion that occurred within set post-view attribution window. This number of conversions counts into the total amount (in Conversions report). Also, it is included into Custom conversions report as Post-view.

Rich media creatives events

Default metrics, which should be present in every Rich Media solution released by Eskimi platform:

Main events examples:

Main - Triggered when the user first interacts with the RM. Should be triggered only once.
Mouse_Over - Triggered when user mouse hover over RM.
Touch - Triggered when user touches the RM (Typically on mobile Devices).

Side events examples:
CloseAd - Triggered when user closes an ad. Typically floating and takeover Ads.
Swipe_Right - Triggered when user swipes right. Typically carousel or draggable Ads.
Seen_frame_[number] - Triggered when ads has multiple frames and user navigates through them.


40 Acronyms You Should Know

Acronyms can definitely simplify communication, but it can be challenging to remember what each one stands for. However, we've got you covered! Here are some common acronym examples along with their meanings, so you can stay in the loop too.

General acronyms
KPI Key Performance Indicator A measurable metric used to evaluate the success and performance of a specific objective or goal in business or other areas.
B2B Business-to-Business Refers to businesses that primarily sell products or services to other businesses.
TA Target Audience A specific group of individuals or demographics that a product, service, or message is intended to reach and resonate with.
ISP Internet Service Provider A company or organization that provides internet access and related services to individuals, businesses, and other entities.
SIM Subscriber Identity Module
A smart card that stores identification information that pinpoints a smartphone to a specific mobile network.
OS Operating System Software that manages computer hardware and software resources, provides a user interface, and facilitates the execution of programs on a computer or mobile device.
API Application Programming Interface
A set of protocols, tools, and definitions that enable different software applications to communicate and interact with each other, allowing for the exchange of data and functionality.
SEC Socio-economic class Categorization of individuals based on their social and economic factors, such as income, data usage, device price, location tags, browsing data, online user behavior, etc.
RM Rich Media
Interactive and dynamic digital advertisements that incorporate multimedia elements such as videos, animations, and interactive features to engage and captivate the audience.
MP Media Plan A strategic document that outlines the intended media channels, placements, and scheduling to reach the target audience and achieve advertising objectives effectively.
WL White List A curated list of approved websites, publishers, or content platforms that meet certain criteria and are considered safe and suitable for ad placements.
BL Black List A list of websites, publishers, or content platforms deemed unsuitable or undesirable for ad placements due to inappropriate content or low quality.
BLS Brand Lift Study
A research method that measures the impact and effectiveness of an advertising campaign by assessing changes in consumer perception, brand awareness, purchase intent, and other key metrics.
CTA Call to Action A prompt or instruction that encourages the audience to take a specific action, such as clicking a link, making a purchase, or signing up for a newsletter.
USP Unique Selling Proposition A distinctive feature or benefit of a product or service that sets it apart from competitors.
B2C Business-to-Consumer Refers to businesses that sell products or services directly to consumers.
GDPR General Data Protection Regulation A regulation that governs data protection and privacy for individuals within the European Union (EU) and the European Economic Area (EEA).
Advertising acronyms
CPM Cost Per Mille (thousand) The cost that an advertiser pays for every one thousand impressions of their ad being served or displayed.
CPC Cost Per Click A pricing model in advertising where advertisers pay a certain amount for each click on their ad.
CTR Click-Through Rate A measure in advertising that represents the percentage of users who clicked on a specific ad or link out of the total number of impressions it received.
CPV Cost Per View A pricing model in advertising where advertisers pay a certain amount for each view or engagement with their video ad.
CPCV Cost Per Completed View A pricing model in video advertising where advertisers pay for each video view that the viewer completes.
VTR View-Through Rate
A metric in advertising that measures the percentage of viewers who watched a video ad to completion or a significant portion of it without clicking on the ad or taking immediate action.
CPI Cost Per Install A metric used in mobile app advertising that represents the cost an advertiser pays for each installation of their app attributed to an ad campaign.
CPE Cost Per Engagement A metric used in advertising to measure the cost an advertiser pays for each user engagement with an ad, such as clicks, interactions, or other specified actions.
ER Engagement Rate
A metric used to measure the level of user engagement with a specific ad or campaign, often calculated as the percentage of users who interacted with the ad divided by the total number of impressions or reach.
ROAS Return on Advertising Spend A metric that measures the effectiveness of advertising campaigns by calculating the revenue generated for each dollar spent on advertising.
ROI Return on Investment A measure of the profitability or efficiency of an investment, including advertising campaigns.
CPA Cost Per Acquisition A metric that measures the cost an advertiser pays for each specified action or conversion, such as a purchase or sign-up.
CPL Cost Per Lead The cost an advertiser pays for each new lead generated through their marketing efforts.
VPAID Video Player-Ad Interface Definition A standard for in-stream video ads that enables interactive and engaging ad experiences within video players.
IBV In-banner video
A type of online advertising where video content is displayed within a standard banner ad format, allowing for the delivery of video content without requiring a separate video player or dedicated video ad space.
VAST Video Ad Serving Template A standard XML-based ad format used to deliver video ads to video players.
Programmatic acronyms
DSP Demand Side Platform A software platform that enables advertisers and agencies to automate and optimize the buying process of digital ad inventory across multiple ad exchanges, reaching targeted audiences effectively.
DMP Data Management Platform
A centralized technology platform used in advertising that collects, organizes, and activates data from various sources to create targeted audience segments for more effective ad targeting and personalization.
SSP Supply-Side Platform
Technology platform used in advertising that helps publishers and media owners manage and optimize their inventory by connecting them with demand-side platforms (DSPs) and facilitating the selling of ad impressions programmatically.
RTB Real-Time Bidding
Automated auction-based process in advertising where ad impressions are bought and sold in real-time, allowing advertisers to bid on and display ads to specific users based on their targeting criteria.
PMP Private Marketplace
An invitation-only marketplace where publishers offer premium ad inventory to a select group of pre-approved advertisers, providing a controlled and more exclusive environment for buying and selling programmatic advertising.
PG Programmatic Guaranteed
Buying method where advertisers and publishers negotiate and pre-agree on specific inventory and pricing through programmatic channels, ensuring guaranteed ad placements and delivery.
PD Preferred Deals
Buying arrangement where publishers offer selected inventory to specific advertisers at negotiated prices before making it available in the open marketplace, providing preferential access to high-quality ad placements.