Programmatic Ecosystem
Programmatic Ecosystem
Ad Exchanges
Last Updated: September 22, 2024An ad exchange is a digital marketplace where publishers and advertisers trade ad space in real-time. This real-time buying and selling of...
Ad Servers
Last Updated: September 22, 2024An ad server is a technology platform used by advertisers, agencies, and publishers to manage and serve ads, track performance, and optimize...
Advertisers (Brands)
Last Updated: September 6, 2024The American Marketing Association (AMA) defines a brand as a name, symbol, sign, term, design, or combination of these elements that differentiates...
Agencies
Last Updated: September 22, 2024An advertising agency is a company dedicated to creating and managing ad campaigns for clients. Agencies often provide a wide range of...
Agency Trading Desks
Last Updated: September 22, 2024An Agency Trading Desk is an organization that handles programmatic media buying for agencies and advertisers. They often partner with DSPs and...
Customer Data Platforms (CDPs)
Last Updated: September 22, 2024A Customer Data Platform (CDP) is a software solution designed to collect and unify customer data from many touch points—websites, mobile apps,...
Data Clean Rooms
Last Updated: September 22, 2024A data clean room is a secure environment where companies can analyze and compare sensitive data sets without compromising privacy. These controlled...
Data Management Platforms (DMPs)
Last Updated: September 22, 2024A Data Management Platform (DMP) is a centralized hub for collecting, organizing, and analyzing data from multiple sources—such as websites, apps, CRM...
Data Providers
Last Updated: September 22, 2024In programmatic advertising, data providers offer data signals that enhance targeting capabilities. This data is used by agencies and advertisers to refine...
Demand Side Platforms (DSPs)
Last Updated: November 2, 2024A Demand Side Platform (DSP) is an automated platform that lets advertisers and agencies buy digital ad space across websites, apps, and...
Publishers
Last Updated: September 22, 2024A Publisher controls the ad space, or inventory, that advertisers buy to showcase their ads. They produce and host content on websites,...
Supply Side Platforms (SSPs)
Last Updated: September 22, 2024A Supply Side Platform (SSP) is a technology platform that enables publishers to manage, sell, and optimize their ad space efficiently, often...