Ad Exchange: A technology platform where publishers and ad networks sell their impressions to buyers (like Vici) programmatically. It is an online auction for ads. Ad exchanges work with multiple seller sources to auction off impressions through real-time bidding or programmatic direct. Ad exchanges often connect to DSPs and SSPs, but some offer the ability for buyers to bid directly. We work with an estimated 444 Private Marketplaces (PMPs) and 1385 Ad Exchanges, through our Demand Side Platforms (DSPs) partners.
Demand-Side Platform (DSP): A technology platform that allows buyers to manage, purchase and optimize programmatic inventory from multiple ad exchanges and SSPs through one interface. Inventory can be purchased through real-time bidding or programmatic direct. We utilize several customized DSPs at Vici.
Supply-Side Platform (SSP): A technology platform that allows publishers (websites and apps) to manage, sell and optimize programmatic inventory for advertisers to bid on. SSPs connect to multiple ad networks, exchanges and DSPs at once to maximize the opportunity to sell inventory.
For example, a publisher like Google has an ad space that’s coveted by multiple advertisers. Its supply-side platform will tell the ad exchange that the space is available and wait for the different demand-side platforms (DSPs) to send their bid. Here’s the difference between an SSP and a DSP: The role of a DSP is to aid media buyers in bidding and optimizing digital inventory across the entire media landscape. On the other hand, an SSP is more of an upper-level layer that acts as a mediator on the supply side of the media buying process. Its purpose is to help publishers manage how they sell impressions, provide better management of their inventory and its price, as well as maximize the advertising revenue. In a way, it’s the publisher’s counterpart of a demand-side platform.
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