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What is Programmatic Digital Advertising

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What is SSP

A supply-side platform (SSP) or sell-side platform is a technology platform to enable web publishers and digital out-of-home (DOOH) media owners to manage their advertising space inventory, fill it with ads, and receive revenue.[1] Many of the larger web publishers of the world use a supply-side platform to automate and optimize the selling of their online media space.

What is DSP

A demand-side platform (DSP) is a system that allows buyers of digital advertising inventory to manage multiple ad exchange and data exchange accounts through one interface. Real-time bidding for displaying online advertising takes place within the ad exchanges, and by utilizing a DSP, marketers can manage their bids for the banners and the pricing for the data that they are layering on to target their audiences. Much like Paid Search, using DSPs allows users to optimize based on set Key Performance Indicators such as effective cost per click (eCPC), and effective cost per action (eCPA).

What is ad exchange

An ad exchange is a technology platform that facilitates the buying and selling of media advertising inventory from multiple ad networks. Prices for the inventory are determined through bidding. The approach is technology-driven as opposed to the historical approach of negotiating price on media inventory.

What is native advertising

Native advertising is a type of advertising, mostly online, that matches the form and function of the platform upon which it appears. In many cases it functions like an advertorial, and manifests as a video, article or editorial. Native advertising is produced by an advertiser with the specific intent to promote a product while matching the form and style which would otherwise be seen in the work of the platform's editorial staff. The word "native" refers to this coherence of the content with the other media that appear on the platform.

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