Direct Buying.

Programmatic Buying.

Publisher:

• A publisher is an individual or organization that creates and distributes content, such as websites, apps, or other media channels, where advertisements can be displayed to reach their audience. Publishers offer advertising space to advertisers in exchange for revenue.

Ad Network:

• An ad network is an intermediary platform that connects advertisers with a wide range of publishers, allowing advertisers to display their ads across multiple websites or apps within the network. Ad networks help advertisers reach a broader audience and manage their ad campaigns efficiently.

Ad Exchange:

• An ad exchange is a digital marketplace where advertisers and publishers come together to buy and sell advertising space in real-time through an automated auction process. Advertisers bid on impressions, and the highest bidder's ad is displayed on the publisher's website or app.

Supply Side Platform (SSP):

• A Supply Side Platform (SSP) is a technology platform used by publishers to manage and optimize the sale of their ad inventory. SSPs enable publishers to connect with multiple ad networks and exchanges, set pricing rules, and maximize their advertising revenue.

Agency Trading Desk (ATD):

• An Agency Trading Desk (ATD) is a specialized unit within an advertising agency that focuses on programmatic advertising. ATDs use technology, data, and algorithms to purchase and manage digital advertising inventory on behalf of their clients, often across multiple ad exchanges and platforms.

Demand Side Platform (DSP):

• A Demand Side Platform (DSP) is a technology platform that advertisers and agencies use to buy digital advertising inventory across multiple ad exchanges and ad networks. DSPs provide tools for targeting specific audiences, managing bids, and optimizing ad campaigns in real-time.

Ad Agency:

• An ad agency, short for advertising agency, is a company or organization that provides a range of marketing and advertising services to clients. These services can include creating ad campaigns, designing advertisements, media planning and buying, and overall strategy development to help clients promote their products or services.

Ad Impression:

• An ad impression refers to the display of an advertisement to a user on a web page, app, or other digital medium. It is counted each time an ad is viewed, regardless of whether the user interacts with the ad. Ad impressions are often used as a metric to measure the reach and exposure of an advertising campaign.

Inventory:

• In the context of digital advertising, inventory refers to the available advertising space on websites, apps, or other digital platforms where ads can be displayed. Publishers offer their inventory to advertisers for the placement of ads, and it can be categorized by factors such as ad format, location, and audience demographics

Publishers direct contact with Ad Exchange to buy the advertisements.

Drawbacks:

• Ad Exchanges have no contact with each other.

• Branches work with many Ad Networks and Ad Exchanges.

• Cannot approach enough users.

• Waste overlapping impression.

SSP (Supply Side Platform):

• It is a technology platform used by publishers to manage and optimize the sale of their advertising inventory to advertisers and ad networks. 

• SSPs help publishers maximize their revenue by connecting their available ad space with demand sources.

DSP (Demand Side Platform):

• It is a technology platform used by advertisers and agencies to plan, manage, and execute digital advertising campaigns across various publishers and ad networks. 

• DSPs allow advertisers to target specific audiences and optimize their ad placements.

DMP (Data Management Platform):

• It is a tool that collects, organizes, and analyzes data from various sources to help advertisers and marketers make informed decisions about their advertising campaigns. 

• DMPs are used for audience segmentation, targeting, and personalization.

ATD (Agency Trading Desk):

• An Agency Trading Desk (ATD) is a specialized unit within an advertising agency that focuses on programmatic advertising. 

• ATDs use technology and data to purchase and manage digital advertising inventory on behalf of their clients, often across multiple ad exchanges and platforms. 

• They help clients optimize their ad-buying strategies.