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How programmatic advertising works ?
Programmatic advertising distinguishes itself by automating the bidding and placement of ads. There are several components to this method of advertising, including the publication and advertiser’s side.
What is the ad exchange ?
An ad exchange is an online marketplace in which advertisers and publishers can bid on advertising space as well as buy and sell digital inventory. It enables advertisers to make the media buying process more efficient and cost effective since they don’t need to negotiate with publishers individually to place their media.
Today’s digital market happens in real-time with bids happening on the back-end while users load the page. This can expedite and simplify what used to be a long and tedious process of negotiating. However, there are some disadvantages to this model including the increased potential for ad fraud and difficulty in tracking which websites ads appear.
What is an ad network ?
An ad network offers ad placements from a specific number of websites. It is a technology platform that connects publications to advertisers who want to purchase digital inventory. The ad exchange often features different ad networks in the auction.
What is the difference between an SSP and DSP ?
DSP is the advertiser side of the ad exchange. SSP is the publisher side of the exchange.
