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What is SSP, DSP and Adexchange?

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What is SSP, DSP and Adexchange?

What is DSP?

DSPs enables advertisers to purchase impressions across a range of publisher sites but targeted to specific users based on information such as their location and their previous browsing behavior. A DSP ‘plugs in’ to an ad exchange (covered below), where publishers make their inventory available. DSPs analyze the impressions SSPs put out and purchase on behalf of advertisers. They might pay more for impressions in a certain location or to reach a consumer who might find that ad relevant.
Now, there has to be a medium through which Ad Impressions from publishers could be made available to the buyers. Here comes the role of Ad Exchange. Publishers make their ad impressions available through marketplaces called ad exchanges and then DSPs automatically decides which of those impressions would be best suited for the advertiser to buy.

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How is a DSP different from an ad network?

DSPs pick up where ad networks left off. There’s some overlap in that you can access a wide range of inventory and targeting, but the key differentiator is that DSPs offer a centralized tool for buying, serving, and tracking ads, and therefore the ability to optimize campaigns more easily.

Is this another example of machines taking over?

Kind of, but that’s only a problem if you’re a lover of faxing. DSPs remove some of the more monotonous tasks involved in advertising to empower campaign managers to focus on optimizing campaigns and improving the quality of their advertising. DSP removes any risk of human error and cuts costs on salespeople and ad buyers. This makes the process cheaper and more efficient, as there’s no longer any need for negotiating ad rates or faxing manual ad insertion orders.

SSP – Supply Side Platform

A supply-side platform is the publisher’s equivalent of a DSP. Where DSPs are used by marketers to buy ad impressions from exchanges as cheaply and as efficiently as possible, SSPs are designed for publishers to do the opposite: to maximize the prices their impressions sell at. Similar technology powers both SSPs and DSPs.SSP (Supply Side Platform) is a provider platform for web media. SSP platform to help online media hosting their advertising and advertising transactions, docking with the online trading platform, so that their cash flow.

Through the SSP platform, online media advertising space can get the highest effective display costs, but also will not have the problem of an empty field, do not have to use the past to calculate the price in time or volume. Such as Google Network, can help the media to maximize the effectiveness of their advertising layout.

Four major benefits of SSP’s are:

  • Efficient access to intelligent delivery
  • Use big data to control your site
  • Everything is technically controlled, less of manual intervention
  • Higher revenue

Ad Exchange

An ad exchange is a big pool of ad impressions. Publishers put their Ad impressions into the pool hoping someone will buy them. Buyers then pick which impressions they wish to purchase using technologies like demand-side platforms. Those decisions are often made in real-time based on information such as the previous behavior of the user an ad is being served to, time of day, device type, ad position, and more.
Ad exchanges is a digital marketplace that enables advertisers and publishers to buy and sell advertising space, often through real-time auctions. They’re most often used to sell display, video and mobile ad inventory.
A few major Ad Exchanges include Right Media which is owned by Yahoo and DoubleClick Ad Exchange which is owned by DoubleClick.

You can also take our Advanced Digital Marketing Course to learn Programmatic Tools. Give a kick start to your career.

To learn at your own pace you can also refer to our DoubleClick tutorial.