Which are the main platforms in the Ad-tech ecosystem?
Ad Network
Emerged to solve the remnant inventory problem. They sold unsold inventory by bundling it into packages and made available to agencies at a discount. So basically companies that aggregate publisher ad space and sell it to advertisers.
Ad Exchange
Emerged to allow the advertiser to buy individual impressions (Not just remnant inventory) in the auction-based market place. Customers could be targeted like never before.
Ad Server
Emerged as a technology to manage and run online advertising.
Trading desks
Sprung up to help advertisers navigate the complex programmatic media buying process. Specialists teams at agencies operate sophisticated DSPs, to help advertisers get their ads in front of the right customers, at the right time.
DSPs (Demand-side platforms)
Built for advertisers & agencies to plan & execute buys across several exchanges at once.
SSPs (Supply-side platforms)
Built for publishers to manage their advertising impression inventory and maximize revenue.
DMPs (Data management platforms)
Built as a data warehouse to store information on the audience and form segments.
A DSP is primarily used for programmatic buying, which means that there is no negotiation in pricing, but a real-time auction happens. DSP automates this process and it is easier to get started for small advertisers.
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