Exposing demand side platforms mechanism for broadcast radio
An indication to make a terrestrial broadcast ad spot associated with a terrestrial broadcast available for bid via a digital demand side platform is received. A bid request is sent to the digital demand side platform based at least in part on the indication. An indication of a winning bid for the terrestrial broadcast ad spot is received. A creative ad content associated with the winning bid is caused to be included in the terrestrial broadcast at a time associated with the terrestrial broadcast ad spot.
1. A system, comprising:
a network interface;
an audio interface coupled to the network interface, wherein the audio interface comprises an STL (studio/transmitter link) input of a terrestrial radio broadcast mixer in a radio tower and an AES (Audio Engineering Society) standard conforming output of the terrestrial radio broadcast mixer; and
a processor coupled to the network interface and configured to:
receive by the processor an opportunity analyzer indication to make a terrestrial broadcast ad spot associated with a terrestrial broadcast available for bid via a digital demand side platform;
wherein the opportunity analyzer indication is based at least in part on a bid floor determination and an impressions determination;
send a bid request to the digital demand side platform using an RTB (real-time bidding) protocol, via the communication interface, based at least in part on the opportunity analyzer indication;
receive a bid response from the digital demand side platform using the RTB protocol;
convert the bid response from the digital demand side platform to a converted bid response for terrestrial broadcast, based at least in part on mapping digital metadata to terrestrial broadcast inventory;
wherein mapping digital metadata to terrestrial broadcast inventory comprises adjusting an audience target based at least in part on expressing audience geographically tied to a broadcast range of radio towers;
receive an auctioneer indication of a winning bid for the terrestrial broadcast ad spot, wherein the winning bid is for the bid response from the digital demand side platform;
dynamically adjust a creative ad content for the terrestrial broadcast ad spot, wherein the creative ad content is associated with the bid response from the digital demand side platform, at least in part by using a bridge creative service to make digital creative suitable for terrestrial broadcast in part by following governmental requirements; and
broadcast the creative ad content associated with the winning bid in the terrestrial broadcast at a time associated with the terrestrial broadcast ad spot using the audio interface.
2. The system of claim 1 , wherein the digital demand side platform is one of a plurality of demand side platforms.
3. The system of claim 2 , wherein the bid request is sent concurrently to each of the plurality of demand side platforms.
4. The system of claim 2 , wherein the bid request is sent sequentially to each of the plurality of demand side platforms.
5. The system of claim 1 , wherein the terrestrial broadcast ad spot is prepaid by the digital demand side platform.
6. The system of claim 1 , wherein the terrestrial broadcast ad spot is reserved by the digital demand side platform.
7. The system of claim 1 , wherein the terrestrial broadcast ad spot is auctioned in advance for later broadcast.
8. The system of claim 1 , wherein the creative ad content is identified by a creative identifier associated with preapproved content.
9. The system of claim 1 , wherein the processor is further configured to map terrestrial broadcast values into digital attributes for the digital demand side platform.
10. The system of claim 9 , wherein mapping comprises translating terrestrial broadcast gross rating points and digital impressions.
11. The system of claim 10 , wherein translating comprises assessing impressions of an appropriate demographic population.
12. The system of claim 9 , wherein mapping comprises translating terrestrial broadcast pricing and digital pricing.
13. The system of claim 9 , wherein mapping comprises translating terrestrial broadcast audience targeting and digital audience targeting.
14. The system of claim 1 , wherein the processor is further configured to send reporting metrics to the digital demand side platform.
15. The system of claim 1 , wherein the bid request is for a guaranteed impression.
16. The system of claim 15 , wherein the processor is further configured to provide an additional spot in the event the terrestrial broadcast ad spot is missed.
17. The system of claim 1 , wherein the bid request is for a non-guaranteed impression.
18. The system of claim 17 , wherein the bid request is for an evergreen transaction.
19. A method, comprising:
receiving by a processor an opportunity analyzer indication to make a terrestrial broadcast ad spot associated with a terrestrial broadcast available for bid via a digital demand side platform;
wherein the opportunity analyzer indication is based at least in part on a bid floor determination and an impressions determination;
sending a bid request to the digital demand side platform using an RTB (real-time bidding) protocol based at least in part on the opportunity analyzer indication;
receiving a bid response from the digital demand side platform using the RTB protocol;
converting the bid response from the digital demand side platform to a converted bid response for terrestrial broadcast, based at least in part on mapping digital metadata to terrestrial broadcast inventory;
wherein mapping digital metadata to terrestrial broadcast inventory comprises adjusting an audience target based at least in part on expressing audience geographically tied to a broadcast range of radio towers;
receiving an auctioneer indication of a winning bid for the terrestrial broadcast ad spot, wherein the winning bid is for the bid response from the digital demand side platform; and
dynamically adjust a creative ad content for the terrestrial broadcast ad spot, wherein the creative ad content is associated with the bid response from the digital demand side platform, at least in part by using a bridge creative service to make digital creative suitable for terrestrial broadcast in part by following governmental requirements;
broadcasting the creative ad content associated with the winning bid in the terrestrial broadcast at a time associated with the terrestrial broadcast ad spot using an audio interface, wherein the audio interface comprises an STL (studio/transmitter link) input of a terrestrial radio broadcast mixer in the radio tower and an AES (Audio Engineering Society) standard conforming output of the terrestrial radio broadcast mixer.
20. A computer program product embodied in a non-transitory computer readable medium and comprising computer instructions for:
receiving by a processor an opportunity analyzer indication to make a terrestrial broadcast ad spot associated with a terrestrial broadcast available for bid via a digital demand side platform;
wherein the opportunity analyzer indication is based at least in part on a bid floor determination and an impressions determination;
sending a bid request to the digital demand side platform using an RTB (real-time bidding) protocol based at least in part on the opportunity analyzer indication;
receiving a bid response from the digital demand side platform using the RTB protocol;
converting the bid response from the digital demand side platform to a converted bid response for terrestrial broadcast, based at least in part on mapping digital metadata to terrestrial broadcast inventory;
wherein mapping digital metadata to terrestrial broadcast inventory comprises adjusting an audience target based at least in part on expressing audience geographically tied to a broadcast range of radio towers;
receiving an auctioneer indication of a winning bid for the terrestrial broadcast ad spot, wherein the winning bid is for the bid response from the digital demand side platform; and
dynamically adjust a creative ad content for the terrestrial broadcast ad spot, wherein the creative ad content is associated with the bid response from the digital demand side platform, at least in part by using a bridge creative service to make digital creative suitable for terrestrial broadcast in part by following governmental requirements;
broadcasting the creative ad content associated with the winning bid in the terrestrial broadcast at a time associated with the terrestrial broadcast ad spot using an audio interface, wherein the audio interface comprises an STL (studio/transmitter link) input of a terrestrial radio broadcast mixer in the radio tower and an AES (Audio Engineering Society) standard conforming output of the terrestrial radio broadcast mixer.