A supply-side platform (SSP) is a software technology that allows publishers to sell ad space via an intermediary platform called ad exchange. It is a publisher’s equivalent to a demand-side platform (DSP). It is a basic building block of programmatic advertising along with DSPs and ad exchanges. What is Programmatic Advertising? Programmatic advertising is the most popular way to buy and sell ads these days. It uses machine learning and automation to make transactions smooth and fast. There are...
A demand-side platform (DSP) is a software technology that allows advertisers to buy ad space from publishers via an intermediary platform called ad exchange. It can be used to buy search ads, display ads, TV ads, and much more. It is a basic building block of programmatic advertising. What is Programmatic Advertising? Programmatic advertising is an automated process of buying and selling ads with the help of data and software. There are two primary types of programmatic advertising: Programmatic...
Programmatic buying and direct buying are different methods used to buy display-advertisement inventory. When display advertisement became a thing in the 1990s, advertisers bought ad space in bulk by striking deals with publishing websites. This expensive method is called direct buying. Things have changed. These days, advertisers can use software to purchase ad space with the help of data as opposed to traditional manual methods like human negotiation, manual insertion orders, etc. This method is called programmatic advertising and...
In the advertising world, there is much confusion about the difference between programmatic advertising and the Google Display Network (GDN). After display advertising became a thing, it was ad networks like GDN that helped advertisers to connect with many publications. But for almost a decade, programmatic advertising has grown to become the number one way to buy display ad space. Now, programmatic advertising accounts for 82.5% of total digital as spend. [Source: eMarketer] For starters, the most important thing...
Programmatic advertising has become the center of attraction in the advertising world. As you can see, it is growing an additional ten billion dollars every year: It accounts for 82.5% of total digital display ad spending right now and this number will only increase. So how did it all start? When digital advertising first came up in the early 1990s, everything was manual. It worked just like traditional media. Advertisers had to reach out to each publisher and negotiate....
