Dsp and ssp

Beast in the world of DSPs and SSPs. Think of it as your own blank canvas upon which to develop. You get all the features & optimization that you could have by in-housing, but naturally, the tech isn’t free, and a subscription is needed. DSP vs SSP: Difference between SSP and DSP It’s about time for a quick recap. If you are overwhelmed with the amount of info (that happens, trust us), here’s the main difference between SSP and DSP once again. Skip this, if everything has been clear by this point. DSP: Used for buying ad placements; Used by the demand side of the programmatic advertising; Allows the users to connect to ad exchanges with multiple SSPs; SSP: Used for selling ad placements; Used by the supply side of the programmatic advertising; Allows the users to connect to ad exchanges with multiple DSPs; How Do DSPs and SSPs Work? DSP SSP Ad Exchange in Action Now that you know so much about DSP vs SSP technologies, it’s about time we cement this info to the backrooms of your head. Namely, you’ll see how DSP SSP and ad exchanges work in tandem during the programmatic auction. Let’s assume the publisher toasterlovers.com wants to fill his Desktop Native ad slots and receive an average eCPM at about $ 3-4. There are three hypothetical advertisers who need a Desktop Native ad, the DSPs of which are connected to the same ad exchange as the SSP of toaster-lovers.com. Here’s how it happens: The user clicks on the site, and the real-time bidding auction starts. The site sends an ad request to an SSP if there’s a chance to show this user an ad. The SSP collects the user’s data and analyzes if there’s suitable ad space for the Desktop Native ad. There is! The ad exchange helps to give this data to DSPs that want to place a Desktop Native ad. Based on the pre-set targeting options, the DSPs bid on impressions. Three advertisers have CPMs of $3.50, $4.00, and $3.70. Ad exchange has determined the second to be the highest CPM, so

Every auction. Header bidding Header bidding is a technology that allows publishers to offer ad inventory to their programmatic partners before selling it directly. Basically, it’s a JS code that lets pubs use their SSPs in combination with ad servers to get better prices for their ad inventory. Header bidding is a free JS wrapper called a prebid adapter. The nuance is that to use it your SSP has to support this particular prebid adapter. It’s easy to check if it does; just scroll through the list here. Advanced inventory management To be honest, by advanced, we don’t mean anything fancy. The basic SSP has to allow publishers to manage different types of ad inventory (preferably cross-device ones) and detect + block certain types of malicious ads. SSP vs DSP: What Types Are There? As we said at the beginning, both technologies often reflect each other. There is not much difference between an SSP and a DSP here; the implementation methods are basically the same for each. The first distinction comes from how you set everything up. Basically, you can either: Outsource your SSP vs DSP dilemma That’s right, there are plenty of companies who’d eagerly take your role as a publisher/advertiser. In this case, you don’t really care about ad tech and just trust everything to professionals. Create your own SSP and DSP This one is called in-housing. It’s quite expensive and troublesome, but rewards with ultimate freedom and features. Basically, you’re now Amazon or Google, which is quite cool. Use third-party SSP vs DSP The last, most balanced, and popular option is using somebody’s DSP and SSP. There are multiple vendors for both. However, when it comes to paying for the technology, things get trickier. The options are as follows: A self-serve solution is what you’d typically think subscribing to a DSP and SSP is about. You basically have the software with basic buying/selling options, campaign/inventory management, and that sort of stuff. The tech is usually free to use, but in return, you pay a large margin for every ad placement sold/paid for. A white-label is a different

Efficiency and optimization are critical in online advertising, and such tools as SSP and DSP help with this. These technological solutions provide seamless interaction between publishers and advertisers, automating the processes of buying and selling advertising space. In this article, you will learn about the features of SSP and DSP, which can be important if you want to launch customized programmatic platforms.What are SSP And DSP?SSP (Supply-Side Platform) is a platform in the programmatic ecosystem that is used to sell advertising space on publishers’ websites. The technology allows users to monetize their web resources and sell placements at the most favorable rates.DSP (Demand-Side Platform) is a platform in the programmatic ecosystem that is used to purchase advertising space from the advertising exchange. The technology allows the advertiser to choose the best place to display ads among many sites on the Internet.The platforms can be focused on both mobile and desktop traffic. Both systems are involved in the RTB auction but represent the interests of different parties (SSP – publisher, DSP – advertiser). Their interaction is built through Ad Exchange – a virtual advertising market where site representatives put up their advertising spaces.SSP And DSP operationLet’s imagine that a new publisher has entered the market, wishing to monetize their resources. They enter into an offer agreement with one of the SSP platforms and place special codes on their website, each of which is responsible for displaying ads in a particular block of the page. In this way, the platform is integrated

Like with Ying & Yang, light & darkness, Epom & banger content – it’s next to impossible to imagine DSP without an SSP. Despite being on different sides, both of these ad tech platforms are here to serve the ways of programmatic. DMP kind of looks odd in the equation, but you’d be astonished by how many people misinterpret it with the ad tech above. For that, it deserves today’s spot in the main cast! By the way, the show is “DSP vs. SSP,” the theme is about their differences and by the finale you’ll get which is most suitable for you and how to distinguish the good ones from the average. Epom is in the director’s seat; let’s roll! DSP vs SSP: What Is Programmatic Advertising? Before the detailed explanation of what DSP and SSP is, we’ve got to lay out the basics. Both DSP and SSP are not some concepts detached from reality; they are software! And this software is used for something called programmatic advertising. The DSP is made for those who buy ads (later on that), and the SSP is for those who sell their inventory. What’s this programmatic advertising? Think of it as a way to buy & sell ads automatically powered by real-time bidding (RTB) technology. It came as a successor to direct deals – the type of media buying where advertisers and publishers have to “manually” negotiate prices for each specific ad placement. Nowadays, even direct media buying has come far in terms of automatization, but with it DSPs and SSPs programmatic is still the ad king if you want things done fast and with minimal human interference. There are different types of deals possible in programmatic, but the most common is an open auction. In it, the demand side places their bids on a specific audience with a DSP simultaneously, and the highest bidder among them wins the impression. As a result, the supply side sells their ad inventory, and the auction winner can show their ad in it. The whole action takes less than 100 milliseconds. What is DSP? Now that

About under 100 milliseconds while the website is loading; Instead of sitting in a room with hungry-for-purchase people and raising your hand to up the stakes, you simply use your DSP to set up parameters of the ad placement you want and how much you are willing to pay for it. The DSP acts as your representative and automatically participates in an auction. Before we move on to what is a DSP’s exact role in the programmatic auction process, there are two important things to note about this media buying type: Don’t confuse programmatic with direct media buying. The latter is done via ad servers; the main difference is that the deals happen “manually.” The advertiser and publisher negotiate the exact price of an ad placement and where it is *khem* placed… The auction is automatic. This is cool and fast but has its peculiarities. For example, no party has control over where the ad will be placed exactly. That’s why the main focus of programmatic is the audience characteristics (targeting, data) and ad properties (ad format, price), not its location. DSP & Programmatic Tech Stack: SSP, Ad Exchange DSP is tightly integrated with the programmatic ecosystem, making it next to impossible to take part in an RTB auction without this ad tech piece. But a demand-side platform isn’t the only hero of the programmatic crew. Meet the rest of the clique and explore how a DSP differs from each. SSP Let’s start with a straightforward DSP vs SSP comparison. If the demand-side platform is an ad tech platform made for programmatic media buying, then: A supply-side platform is an ad tech platform made for programmatic media selling. Demand – supply, it’s that simple. Naturally, an SSP isn’t limited to just selling ad inventory. Like a DSP, It’s also a multi-functional tool that can optimize a publisher’s earnings, ad views, and fill rates. We already have a detailed comparison of an SSP vs DSP, but here are just some basic differences you should know about: What is DSP: Used for buying ad placements and campaign management; Used by the demand