Ecosystem Flashcards
SSP
Tech used by publishers to sell inventory, optimize pricing/yield and audience for a pool of potential advertisers
Supply Side Platform
DSP
Tech interface that provides centralized and aggregated media buying from multiple sources including ad exchanges, ad networks and sell side platforms
Demand Side Platform
Exchange
A sales channel between pubs and networks providing aggregated inventory via a platform that facilitates automated auction-based pricing and RTB
Ad network
A sales channel for pubs and aggregated inventory for buyers; plus targeting capabilities, creative generation and optimization
Data Provider
Companies that provide cookie pools and other means to target desired audiences
Rich Media Vendor
Ad creative and ad serving provider offering advertisers the ability to run ads that viewers can interact with
Research
Companies that provide consumer behavior information and industry benchmarks
Measurement
Companies that provide the ability to track ad campaigns and measure success metrics (such as brand lift) and ROI
Tech interface that provides centralized and aggregated media buying from multiple sources including ad exchanges, ad networks and sell side platforms
DSP
Demand Side Platform
Tech used by publishers to sell inventory, optimize pricing/yield and audience for a pool of potential advertisers
SSP
Supply Side Platform
A sales channel between pubs and networks providing aggregated inventory via a platform that facilitates automated auction-based pricing and RTB
Exchange
A sales channel for pubs and aggregated inventory for buyers; plus targeting capabilities, creative generation and optimization
Ad Network
Companies that provide cookie pools and other means to target desired audiences
Data provider
Ad creative and ad serving provider offering advertisers the ability to run ads that viewers can interact with
Rich media vendor
Companies that provide consumer behavior information and industry benchmarks
Research
