Programmatic Advertising: Types, Formats, Channels & Buying Methods

Programmatic advertising is an automated method of buying and selling digital advertising inventory. It allows advertisers and agencies to use platforms such as demand-side platforms (DSPs) to evaluate ad impressions, apply targeting and bidding rules, and purchase eligible inventory across websites, apps, video, audio, connected TV (CTV), and other digital environments.

The most important distinction is:

• Programmatic advertising = how advertising inventory is bought
• Ad format = what the advertisement looks like
• Channel/environment = where the advertisement appears
• Buying method = how the advertiser accesses the inventory
• DSP = the platform used by the advertiser or agency to manage programmatic buying

For example, a campaign can use Display & Video 360 (DV360) as the DSP, Programmatic Guaranteed as the buying method, CTV as the environment, and video as the ad format.

This distinction is important because programmatic advertising is not a single ad format or a single media channel.

Quick Answer: What Is Programmatic Advertising?

Programmatic advertising is the automated buying and selling of digital advertising inventory using advertising technology.

Instead of manually negotiating and trafficking every individual ad placement, advertisers can use a DSP to define campaign requirements such as audience, budget, bid strategy, inventory, location, device, creative and frequency controls. The technology then evaluates available impressions and determines whether to bid or purchase inventory according to the campaign setup.

A typical programmatic ecosystem includes:

Advertiser → DSP → Ad Exchange/SSP → Publisher → Ad Impression

On the publisher side, an SSP (Supply-Side Platform) helps publishers make advertising inventory available to buyers. On the advertiser side, a DSP (Demand-Side Platform) helps advertisers evaluate and purchase inventory.

Simple example

Suppose a smartphone brand wants to reach people aged 18–40 in India who are interested in technology. The advertiser can use a DSP to define:

• Geography: India
• Audience: relevant technology audiences
• Devices: mobile and connected devices
• Formats: display and video
• Frequency controls
• Budget
• Bid strategy
• Brand-safety requirements

The DSP evaluates eligible impressions and participates in the relevant buying opportunities.

Programmatic Advertising vs Display Advertising

Programmatic advertising and display advertising are not the same thing. Display advertising describes an ad format, while programmatic advertising describes a method of buying advertising inventory.

Concept	Meaning	Example
Programmatic advertising	Automated buying method	Buying inventory through DV360
Display advertising	Visual advertising format	Banner advertisement
Video advertising	Video format	In-stream video ad
CTV	Advertising environment	Ad shown on connected TV
DOOH	Digital out-of-home environment	Digital billboard
DSP	Buying platform	DV360, The Trade Desk
RTB	Auction-based buying method	Bidding for an impression

Therefore, an advertiser can run a programmatic display campaign, a programmatic video campaign, a programmatic CTV campaign, or a programmatic audio campaign.

How Does Programmatic Advertising Work?

Programmatic advertising works by connecting advertisers, DSPs, supply-side platforms, ad exchanges, publishers and advertising inventory through automated technology. A simplified process looks like this:

1. User opens a website, app or supported digital environment. An advertising opportunity becomes available.
2. Publisher makes the impression available. The publisher or its monetization technology makes the available inventory accessible to eligible buyers.
3. SSP or exchange processes the opportunity. The supply-side technology provides information about the available impression and the applicable buying opportunities.
4. DSP evaluates the impression. The advertiser’s DSP evaluates factors such as campaign targeting, audience signals, inventory eligibility, bid rules, budget and creative requirements.
5. Eligible buyers compete or transact. Depending on the buying method, the impression can be purchased through an auction or an agreed deal.
6. Winning ad is selected. The applicable auction or transaction determines which eligible buyer gets the impression.
7. Advertisement is served. The selected creative is delivered to the user.

Real-time bidding can happen extremely quickly. Google describes RTB as a process in which digital advertising inventory is bought and sold in less than a second.

What Are the Main Components of Programmatic Advertising?

The programmatic ecosystem contains several important entities. Each entity has a different role.

Entity	Role in programmatic advertising
Advertiser	Wants to reach an audience and achieve a marketing objective
Agency	May plan, manage and optimize campaigns on behalf of advertisers
DSP	Helps advertisers buy digital advertising inventory
SSP	Helps publishers sell advertising inventory
Ad Exchange	Facilitates buying and selling of advertising inventory
Publisher	Provides digital content and advertising inventory
Ad Server	Helps manage and deliver advertisements
Data/Audience Provider	Can provide audience or contextual signals
Creative	Advertisement shown to the user

What Is a DSP?

A Demand-Side Platform (DSP) is technology that advertisers and agencies use to manage programmatic media buying. A DSP can help buyers evaluate impressions, apply campaign rules, bid on eligible inventory, manage audiences, control budgets and analyze performance. Examples of DSPs include:

• Google Display & Video 360
• The Trade Desk
• Amazon DSP
• Other specialist DSP platforms

Amazon describes a DSP as programmatic software for advertisers that facilitates media buying through SSPs, ad exchanges, ad networks and direct integrations.

What Is an SSP?

A Supply-Side Platform (SSP) is technology used by publishers to manage and sell advertising inventory. An SSP helps publishers connect their inventory with multiple demand sources and manage opportunities to monetize available impressions.

What Is an Ad Exchange?

An ad exchange is a technology marketplace that facilitates the buying and selling of advertising inventory between demand and supply participants. The exact technology stack can vary by platform, publisher and transaction type, so not every programmatic transaction follows an identical SSP → exchange → DSP path.

What Are the Types of Programmatic Advertising?

The main programmatic buying methods are:

• Open Auction
• Private Marketplace (PMP)
• Preferred Deal
• Programmatic Guaranteed

These methods should not be confused with ad formats such as display or video. Google Ad Manager currently distinguishes Open Auction, Preferred Deal, Private Auction and Programmatic Guaranteed among its transaction types. Preferred Deals and Private Auctions are forms of Private Marketplace transactions.

1. Open Auction

Open Auction is an auction-based programmatic buying method in which eligible buyers can compete for available advertising inventory. Advertisers generally access inventory through their DSP, with bids evaluated against the rules of the applicable auction.

Best suited for

• Broad reach
• Audience-based buying
• Scalable campaigns
• Performance optimization
• Testing multiple inventory sources

Example. A consumer electronics brand wants to reach technology-interested users across a large number of websites and apps. The brand can use a DSP to target the relevant audience and participate in eligible open-auction inventory.

Key characteristic. Inventory access is broad, but the advertiser does not receive guaranteed delivery of a specific quantity of impressions.

2. Private Marketplace (PMP)

A Private Marketplace is a non-guaranteed programmatic arrangement that gives selected buyers access to specific publisher inventory or deal-based inventory. PMP is useful when an advertiser wants more controlled inventory access than a broad open auction can provide. PMP can include transaction types such as:

• Private Auctions
• Preferred Deals

Google defines Private Marketplace deals as non-guaranteed programmatic deals and identifies Preferred Deals and Private Auctions as PMP transaction types in Ad Manager.

Best suited for

• Premium publisher inventory
• More controlled supply
• Publisher-specific buying
• Brand-conscious campaigns
• Curated inventory

Example. A financial services brand wants to access selected premium business and financial publishers rather than relying only on broad open-auction inventory. A PMP can provide a more controlled buying environment.

3. Preferred Deal

A Preferred Deal is a non-guaranteed, negotiated arrangement in which a buyer receives an initial opportunity to purchase specific inventory at an agreed price. The important point is that Preferred Deal does not guarantee delivery.

Google explains that a Preferred Deal gives the buyer an initial opportunity to bid at the negotiated fixed CPM price, while the inventory is not reserved exclusively for that buyer.

Best suited for

• Specific publisher relationships
• Negotiated inventory access
• Premium placements
• Fixed-price opportunities

Example. A travel advertiser negotiates a fixed CPM with a travel publisher for selected inventory. The advertiser gets the preferred buying opportunity, but the deal does not guarantee that all negotiated inventory will be purchased.

4. Programmatic Guaranteed

Programmatic Guaranteed is a programmatic buying method in which the buyer and publisher negotiate inventory, price and campaign terms, with the agreed inventory reserved for the buyer. Unlike a Preferred Deal, Programmatic Guaranteed involves a commitment to the negotiated inventory.

Google states that Programmatic Guaranteed inventory is reserved for the buyer under the agreed terms, while Preferred Deals are non-guaranteed.

Best suited for

• Premium inventory
• Major launches
• Large awareness campaigns
• Publisher-specific campaigns
• Planned impression delivery
• High-value placements

Example. A new automobile brand wants guaranteed exposure across a premium publisher’s homepage and video inventory during a product launch. The advertiser can negotiate a Programmatic Guaranteed deal with the publisher through the appropriate programmatic workflow.

Programmatic buying methods compared

Buying method	Inventory access	Guaranteed delivery?	Price model	Typical use
Open Auction	Broad	No	Auction-based	Scale and optimization
Private Auction / PMP	Selected buyers/inventory	No	Auction/floor-based	Premium or controlled supply
Preferred Deal	Specific negotiated inventory	No	Fixed negotiated price	Priority access
Programmatic Guaranteed	Reserved inventory	Yes, according to deal terms	Negotiated/fixed	Premium planned campaigns

Simple way to remember:

• Open Auction = scale
• PMP = controlled access
• Preferred Deal = preferred buying opportunity
• Programmatic Guaranteed = reserved inventory

What Are Programmatic Advertising Formats?

Programmatic advertising can be delivered through multiple ad formats. Common formats include:

• Display
• Native
• Video
• Audio
• CTV/streaming video
• In-app advertising
• Rich media
• Digital out-of-home formats

The format describes the creative experience, while the buying method describes how inventory is purchased.

Display advertising

Programmatic display advertising uses visual advertisements such as banners and other display placements purchased through programmatic technology. Common display creative types include:

• Static banners
• HTML5 banners
• Responsive creatives
• Rich media
• Interstitial formats

Example. A D2C fashion brand uses programmatic display ads to reach potential customers across relevant websites and apps.

Native advertising

Native advertising is designed to fit the visual or editorial environment in which the advertisement appears. Native formats can be useful when the advertiser wants the creative to integrate naturally with the surrounding content.

Example. A financial services company can use native advertising to promote an educational article or financial product within relevant publisher environments.

Video advertising

Programmatic video advertising uses automated technology to buy video inventory across eligible digital environments. Video inventory can include:

• In-stream video
• Out-stream video
• Online video
• Connected TV video
• App-based video

Example. A consumer brand launches a 15-second product video and uses programmatic buying to reach a defined audience across video inventory.

Audio advertising

Programmatic audio advertising automates the purchase of digital audio advertising inventory. Audio inventory can appear across eligible:

• Music services
• Podcasts
• Streaming audio environments
• Digital audio platforms

Example. A food-delivery brand can use programmatic audio to reach users during relevant listening environments.

CTV advertising

Connected TV (CTV) advertising refers to advertising delivered through internet-connected television environments. CTV is different from traditional linear television because the advertising inventory is delivered through connected digital environments and can support digital buying and measurement capabilities. Programmatic CTV can be purchased through supported DSPs and inventory partnerships.

Example. A premium automobile brand wants to combine television-style video creative with digital audience targeting. CTV can be used as part of the programmatic media plan.

OTT vs CTV: are they the same?

OTT and CTV are related but not identical terms. OTT (Over-the-Top) describes video or television-style content delivered over the internet rather than traditional broadcast or cable distribution. CTV (Connected TV) refers specifically to television devices connected to the internet, such as smart TVs or connected streaming devices. OTT content can therefore be consumed across multiple devices, while CTV specifically describes the television-screen environment.

In-app programmatic advertising

In-app advertising is programmatic advertising delivered inside mobile applications. Advertisers can use supported programmatic platforms to access mobile-app inventory and apply campaign targeting, bidding, measurement and brand-safety controls.

Example. A gaming company can buy video or display inventory inside relevant mobile applications to reach users interested in gaming.

DOOH programmatic advertising

Programmatic Digital Out-of-Home (DOOH) advertising uses digital buying technology to purchase eligible digital outdoor advertising inventory. DOOH inventory can include:

• Digital billboards
• Digital screens
• Transit screens
• Retail screens
• Other digital outdoor placements

Programmatic DOOH is different from conventional digital advertising because the media appears in physical public environments rather than on a personal digital screen. Google Display & Video 360 supports programmatic buying workflows for eligible DOOH inventory.

What Are the Main Programmatic Advertising Channels?

Programmatic campaigns can operate across multiple digital environments.

Channel / Environment	Typical format	Example
Web	Display, native, video	Publisher website
Mobile web	Display, video	Mobile browser
Mobile apps	Display, video, native	Gaming app
Online video	Video	Video publisher
CTV	Video	Connected TV
Audio	Audio	Streaming/podcast environment
DOOH	Digital outdoor creative	Digital billboard

A campaign can use one channel or combine several channels depending on its objective.

Programmatic Advertising Targeting Options

Programmatic advertising can use multiple signals to decide which impressions are eligible for a campaign.

Audience targeting

Audience targeting allows advertisers to reach defined audience groups using available audience signals. Examples include:

• Demographic signals
• Affinity audiences
• In-market audiences
• First-party audiences
• Contextual audiences
• Remarketing or customer audiences where supported and permitted

Contextual targeting

Contextual targeting selects advertising opportunities based on the content or context associated with the placement rather than relying exclusively on individual user behavior. For example, a sportswear company can target content related to running, fitness and sports.

Geographic targeting

Advertisers can define geographic parameters such as:

• Country
• State
• City
• Postal area
• Radius or other supported location parameters

Device targeting

Depending on platform capabilities, advertisers can target environments such as:

• Desktop
• Mobile
• Tablet
• Connected TV
• Other supported devices

Frequency management

Frequency controls help advertisers manage how often users or eligible audiences are exposed to advertisements, subject to the platform’s measurement and identity capabilities.

How Is Programmatic Advertising Bought?

The buying method depends on the campaign objective and inventory requirement.

Use Open Auction when:

• You need scale.
• You want broad inventory access.
• You want algorithmic optimization.
• You are comfortable with non-guaranteed delivery.

Use PMP when:

• You want selected inventory.
• Publisher quality matters.
• You need more supply control.
• You want access to curated inventory.

Use Preferred Deal when:

• You have a specific publisher relationship.
• You want an agreed buying price.
• You want a preferred opportunity without guaranteed delivery.

Use Programmatic Guaranteed when:

• You need reserved inventory.
• Delivery commitment is important.
• You are running a major launch.
• You want specific premium publisher inventory.

Programmatic Advertising vs Traditional Media Buying

Programmatic buying and traditional media buying differ primarily in how inventory is accessed, transacted, optimized and measured.

Factor	Traditional buying	Programmatic buying
Inventory buying	Often manually negotiated	Technology-enabled
Targeting	Often placement/audience based	Can use multiple digital signals
Optimization	Often more manual	Automated and algorithmic options
Scale	Depends on negotiated inventory	Can access large digital inventory pools
Reporting	Varies by publisher/channel	Consolidated platform reporting may be available
Buying methods	Direct negotiations	Auction and deal-based transactions
Flexibility	Depends on contract	Can be highly configurable

Programmatic does not eliminate direct publisher relationships. Programmatic Guaranteed, for example, can automate the transaction of a direct publisher buy while retaining negotiated inventory and terms. Google describes Programmatic Guaranteed as an automated way to execute direct buys with publishers.

What Are the Benefits of Programmatic Advertising?

1. Automation. Programmatic technology reduces manual steps involved in buying and managing digital inventory.
2. Audience-based buying. Advertisers can use supported audience and contextual signals to make buying decisions.
3. Scalability. Programmatic buying can provide access to inventory across many publishers, apps and digital environments.
4. Optimization. DSPs can use bidding and optimization capabilities to adjust buying based on campaign objectives and available signals.
5. Centralized management. A DSP can bring multiple inventory sources and campaign controls into a common workflow.
6. Cross-channel capabilities. Depending on the DSP, advertisers can manage campaigns across display, video, audio, CTV and other supported environments.
7. Measurement. Programmatic platforms can provide campaign reporting for metrics such as impressions, reach, clicks, conversions and video performance, depending on the inventory and measurement setup.

What Are the Challenges of Programmatic Advertising?

Programmatic advertising provides automation, but automation does not remove campaign-management challenges.

1. Brand safety. Advertisers need controls to reduce exposure to unsuitable or unwanted environments.
2. Ad fraud. Invalid traffic and fraudulent inventory can affect media efficiency and measurement.
3. Viewability. An impression does not automatically mean that an advertisement was meaningfully visible to a user.
4. Supply quality. Large inventory pools can contain differences in publisher quality, placement quality and user experience.
5. Data and privacy. Audience targeting depends on available data, platform policies, user choices, consent requirements and applicable privacy regulations.
6. Platform complexity. DSPs contain many campaign, audience, inventory, bidding, creative and measurement settings. Incorrect configuration can affect delivery and performance.

How Much Does Programmatic Advertising Cost?

There is no single fixed cost for programmatic advertising. The final media cost can depend on factors such as:

• Buying method
• Inventory quality
• Audience
• Geography
• Format
• Device
• Publisher
• Competition
• Bid strategy
• Campaign objective
• Deal terms
• Platform and agency fees

A common media metric is CPM (Cost Per Thousand Impressions).

CPM = Media Cost ÷ Impressions × 1,000

Example. If an advertiser spends ₹100,000 and receives 2,000,000 impressions: CPM = ₹100,000 ÷ 2,000,000 × 1,000 = ₹50. This is an illustrative calculation, not a market benchmark.

How Is Programmatic Advertising Measured?

The right KPI depends on the campaign objective.

Objective	Useful KPIs
Awareness	Reach, impressions, CPM, frequency
Video awareness	Video views, completion rate, viewability
Traffic	Clicks, CTR, CPC
Engagement	Engagement rate, interactions
Leads	Leads, CPL, conversion rate
Sales	Conversions, CPA, ROAS
CTV	Reach, frequency, completed views, viewability where available
DOOH	Impressions, reach, frequency and environment-specific metrics

Advertisers should select KPIs before launching the campaign rather than optimizing toward every available metric.

What Are the Main Programmatic Advertising Platforms?

Common DSPs and programmatic buying platforms include:

• Google Display & Video 360 (DV360)
• The Trade Desk
• Amazon DSP
• Other specialist DSPs

The right platform depends on inventory access, targeting capabilities, campaign requirements, measurement needs, geographic coverage and commercial arrangements.

Why is DV360 important?

Display & Video 360 is Google’s enterprise demand-side platform for managing programmatic advertising across supported digital inventory. DV360 can support buying across areas such as:

• Display
• Video
• YouTube
• Connected TV
• Audio
• Deals
• Other supported programmatic inventory

For marketers learning programmatic advertising, DV360 is particularly useful because it connects media planning, audience targeting, inventory buying, creative management and campaign measurement within an enterprise advertising workflow.

Programmatic Advertising in India

Programmatic advertising is increasingly relevant to Indian advertisers because campaigns can combine audience targeting, digital inventory and automated buying across a wide range of environments. Indian programmatic campaigns can include:

• Display
• Video
• Mobile
• CTV
• Audio
• DOOH
• Native
• Premium publisher deals

A 2024 Grand View Research market outlook estimated India’s programmatic advertising market at US$18.8 billion in 2023 and projected US$96.1 billion by 2030, with RTB identified as the largest auction segment in 2023. These are third-party market estimates rather than official government statistics, so they should be treated as market-research estimates.

The same source segments India’s programmatic market by buying type into RTB, PMP, Preferred Deals and Programmatic Direct, and by format into areas including image, video and text.

Important India-specific consideration

Advertisers in India should not assume that every audience, inventory source or targeting feature available in one market is available in exactly the same way in India. Campaign setup should therefore be checked against the current DSP capabilities, publisher inventory, data availability, consent requirements and platform policies.

Example: how to plan a programmatic campaign in India

Suppose a smartphone brand wants to launch a new device in India.

• Campaign objective: Product awareness
• Target audience: Adults interested in smartphones and consumer technology
• Geography: India
• Formats: Display, online video, CTV where appropriate
• Buying methods: Open Auction for scale, PMP for selected premium publishers, Programmatic Guaranteed for specific premium inventory
• DSP: The media team could manage eligible inventory through a DSP such as DV360
• Measurement: Reach, impressions, frequency, CPM, video completion rate, viewability, engagement and website traffic

The final KPI selection should depend on the campaign objective.

How Should You Choose the Right Programmatic Buying Method?

Use this decision framework:

• Need maximum scale? → Open Auction
• Need selected publisher inventory? → PMP
• Need a preferred buying opportunity at a negotiated price? → Preferred Deal
• Need reserved inventory and agreed delivery terms? → Programmatic Guaranteed

The buying method should be selected based on the inventory requirement, campaign objective, level of control, publisher relationship and delivery commitment.

Common Programmatic Advertising Mistakes

1. Treating programmatic as an ad format. Programmatic is a buying method, not a format. Better approach: separate the campaign into method, format, channel and platform.
2. Choosing inventory before defining the objective. A campaign should start with the business or media objective. Better approach: Objective → Audience → Environment → Format → Buying Method → KPI.
3. Using Open Auction for every campaign. Open Auction provides scale, but it is not automatically the best option for every premium-inventory requirement. Better approach: evaluate PMP, Preferred Deals and Programmatic Guaranteed when inventory control is important.
4. Focusing only on CPM. A low CPM does not automatically mean a campaign is successful. Better approach: evaluate CPM alongside reach, frequency, viewability, engagement, conversions or other objective-specific KPIs.
5. Ignoring supply quality. Programmatic scale can introduce differences in inventory quality. Better approach: use appropriate brand-safety, suitability, inventory-quality and placement controls.
6. Using targeting without understanding the signal. Audience targeting is not a magic solution. Better approach: understand where the audience signal comes from, what it represents, how current it is and how the platform applies it.

Programmatic Advertising: Format vs Channel vs Buying Method

This is one of the most important concepts to understand.

Category	Question it answers	Examples
Buying method	How is inventory purchased?	Open Auction, PMP, Preferred Deal, Programmatic Guaranteed
Format	What does the ad look like?	Display, Video, Native, Audio
Channel/environment	Where does the ad appear?	Web, App, CTV, DOOH
Platform	Where is the campaign managed?	DV360, The Trade Desk, Amazon DSP
Targeting	Who/what is being targeted?	Audience, Context, Geography
KPI	How is success measured?	Reach, CPM, CTR, CPA, ROAS

Practical example

A campaign can be described as: DV360 + Programmatic Guaranteed + CTV + Video + India + Awareness. This single example contains several different dimensions:

• DV360 = platform
• Programmatic Guaranteed = buying method
• CTV = environment
• Video = format
• India = geography
• Awareness = objective

That is why using “programmatic” as if it were simply another ad format creates confusion.

Programmatic Advertising Workflow for Marketers

A practical workflow can be structured as:

1. Define the objective. Choose awareness, consideration, traffic, leads, sales or another measurable business objective.
2. Define the audience. Determine who should receive the advertising and which audience or contextual signals are appropriate.
3. Select environments. Choose web, mobile app, video, CTV, audio, DOOH or other relevant environments.
4. Select formats. Choose display, video, native, audio or other supported creative formats.
5. Select buying method. Choose Open Auction, PMP, Preferred Deal or Programmatic Guaranteed based on the inventory requirement.
6. Select the DSP. Choose the platform based on inventory access, targeting, measurement and campaign requirements.
7. Configure campaign controls. Set budget, dates, bids, targeting, frequency, brand safety, creatives and other relevant settings.
8. Launch and monitor. Monitor delivery and performance against the predefined KPIs.
9. Optimize. Adjust bidding, audiences, inventory, creatives or other campaign variables based on valid performance signals.
10. Report. Compare actual results with planned KPIs and document learnings for future campaigns.

Frequently Asked Questions About Programmatic Advertising

Programmatic Advertising: Key Takeaways

Programmatic advertising is best understood as a technology-enabled method of buying digital advertising inventory, not as a single ad format. The most important concepts are:

• DSP = advertiser-side buying platform.
• SSP = publisher-side selling platform.
• RTB = auction-based programmatic buying.
• Open Auction = broad auction-based inventory access.
• PMP = controlled, non-guaranteed programmatic inventory arrangements.
• Preferred Deal = negotiated, non-guaranteed preferred buying opportunity.
• Programmatic Guaranteed = negotiated and reserved inventory under agreed terms.
• Display, Video, Native and Audio = ad formats.
• Web, Mobile, CTV, Audio and DOOH = environments/channels.
• DV360, The Trade Desk and Amazon DSP = examples of DSPs.

The simplest framework to remember is:

• Programmatic = how you buy.
• Format = what you show.
• Channel/environment = where you show it.
• Targeting = who or what you target.
• DSP = where you manage the buying.

Editorial evidence note

Core definitions and transaction distinctions in this article are aligned with current documentation from Google Ad Manager/Display & Video 360 and Amazon Ads. The India market figures are explicitly identified as third-party market-research estimates rather than first-party or government statistics. Current platform capabilities should be checked against the relevant DSP documentation before campaign execution.