The stakes are many, but at the heart of it is essentially the meeting between supply and demand. In programmatic advertising, as in any advertising model, we have two key players:
publisher or editor who makes his network and spaces available;
advertiser or advertiser who decides to invest in purchasing such space for their campaigns.
However, the picture is not so simple: for a programmatic advertising campaign to be implemented, other platforms are also needed.
Let's look at them in detail.
Programmatic Advertising Platforms
DMP (Data Management Platform)
Profiled and performing audiences are the first step to winning ADS campaigns. This is precisely where DMPs come into play , i.e. platforms that collect , normalize , analyze and manage a substantial amount of first-party and third-party data . The goal is to enable the creation of qualified audiences and detailed profiles of potential customers through the use of henan mobile number database artificial intelligence algorithms. A DMP makes these anonymous customer profiles available to other tools, particularly in media buying activities.
DSP
Among the tools with which a DMP communicates we find the DSP, or Demand Side Platform. As its name suggests, a DSP automates the purchase of advertising space while allowing the advertiser to optimize resources.
Indeed, it collects the rates of the different networks in a single environment and allows brands to refine their target selection.
SSP
This is what we can call the counterpart of a DSP on the publisher side. The Suppy Side platform allows publishers to make their advertising space available for purchase, thus maximizing the cost per impression .
AD Exchange
In short, we could define Ad Exchange as the technology that enables the dialogue between SSPs and DSPs. Ad Exchange, in fact, allows the automated and real-time purchase and sale of advertising spaces, the meeting between supply and demand.