Programmatic Advertising

Ad exchange (definition)

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.

Trading desk (definition)

An audience-buying and reselling platform where advertising space is listed. Advertisers pick and choose which space will garner more audience.

Data partners

Company which provides customer data information and DMPs

Ad exchange (financial terms)

Like the stock exchange

Ad network (definition)

Online business/company which presents a large collection of inventory (aka website display space) to marketers so they could buy impressions quicker, easier, and cheaper. An online business that specializes in matching up advertisers to websites looking to host advertisements.

DMPs (definition)

Software that sucks up, sorts and houses information, and spits it out in a way that's useful for marketers, publishers and other businesses.

RTB (definition)

The act of buying digital inventory from multiple publishers on an impression by impression basis, typically involving an auction pricing mechanism

DSPs (vs DMPs)

Used to buy advertising based on information while ____ is used to store and analyze that data.

DMPs (vs DSPs)

Used to store and analyze data while ____ is used to actually buy advertising based on that information

DSPs (financial terms)

a holding company that owns other companies' outstanding stock.

ATD (acronym)

agency trading desk

Publisher (definition)

any digital media vehicle that delivers content

DMPs (acronym)

data management platform

DSP (acronym)

demand side platform

RTB (acronym)

real time bidding

Publishers (financial terms)

stock sellers

Ad impressions (financial terms)

stocks

SSP (acronym)

supply side platform

DSP (definition)

technology layer/software/system used to purchase advertising in an automated fashion. DSPs are most often used by advertisers and agencies to help them buy display, video, mobile and search ads.

DSPs (vs SSPs)?

used by advertisers/marketers to buy ad impressions from exchanges as cheaply and as efficiently as possible vs ____ used by publishers to maximize the prices their impressions sell at

SSPs (vs DSPs)?

used by publishers to maximize the prices their impressions sell vs ____ used by advertisers/marketers to buy ad impressions from exchanges as cheaply and as efficiently as possible