In this month’s issue, we will discuss the sell-side in programmatic.
Publishers are the owners of websites or apps. They can place their inventory directly into the Ad Exchange to monetize. They can also use an SSP (supply-side platform) to manage inventory and connect to multiple Ad Exchanges.
How does programmatic involve an Ad Network?
An ad network represents a group of publishers. Instead of negotiating a deal with each publisher separately, exchanges can work with an entire ad network (or multiple ad networks) at a time.
The ad network can negotiate deals with and connect directly to DSPs without going through an exchange.
Ad networks help buyers connect to publishers via direct buy or via SSPs.
- The components to programmatic are:
- buy-side: advertisers, ATD, DSP
- centre: Ad Exchange
- sell-side: publishers, SSP, ad network
- Publishers use SSP to connect to Ad Exchange
- Ad Networks can bridge advertisers and publishers programmatically also.