Is a trading desk a DSP?

Is a trading desk a DSP?

Operations. The Trade Desk is the largest, independent programmatic advertising DSP for digital media buyers in the world. Through its real-time bidding technology platform, media buyers can target specific audiences with customized interactions across a variety of formats and devices.

What is ATD in digital marketing?

An agency trading desk (ATD) is a service provided by some advertising agencies, to which clients can outsource their programmatic media buying efforts. The trading desk manages most or all aspects of buying, managing, fulfilling and reporting on media purchased on the advertising exchanges.

What is the difference between trading desk and DSP?

Trading Desk vs DSP Trading desks are not the same as DSPs. A demand-side platform, or DSP, is software that purchases advertising in an automated fashion. Trading desks, on the other hand, work with multiple DSPs, giving you access to more inventory than just one DSP.

What is a DSP in digital advertising?

A demand-side platform (DSP) is a type of software that allows an advertiser to buy advertising with the help of automation. Because they allow mobile advertisers to buy high quality traffic at scale with minimal friction, DSPs are a powerful marketing automation tool.

What is an agency desk?

An Agency Trading Desk (sometimes referred to as an ATD) is a programmatic media planning and buying unit within a traditional advertising agency or Agency Holding Company. Some also handle data operations also.

What is a digital trading desk?

Digital ad trading desks are centralized management platforms used by ad agencies that specialize in programmatic media and audience buying. They are typically layered on top of a DSP or other audience buying technologies. They also measure results and report audience insights to their clients.

How do agency trading desks work?

How Does an Agency Trading Desk Work? An ATD sits between the advertiser and the DSP. Unlike DSPs that charge fees to brands and agencies, which then buy inventory from SSPs and ad exchanges, ATDs charge their own fees on top of the cost of DSPs.

How many demand side platforms are there?

AdRoll. AdRoll Growth Marketing Platform unifies all data, channels, and measurement – so over 37,000 D2C brands to reach the right customer at the right time.

What is a DSP and SSP?

An SSP is the inverse of a DSP. Whereas a DSP lets advertisers buy across several different ad exchanges at the same time, an SSP lets publishers sell their ad inventory across different ad exchanges. A simple way to think about this is that DSPs are for marketers, and SSPs are for publishers.

What is the difference between a DSP and an agency trading desk?

Advertisers using the services of an agency trading desk don’t get direct access to the available media inventory. A DSP, on the other hand, is a piece of advertising technology (AdTech) used by advertisers and agencies to purchase media from publishers via supply-side platforms (SSPs) and ad exchanges.

What is an ATD trading desk?

ATDs hire software developers, account managers and data analysts who work for the agency’s advertising clients. Trading desks can use one or more DSPs. Advertisers using the services of an agency trading desk don’t get direct access to the available media inventory.

What is a DSP (digital advertising platform)?

A DSP, on the other hand, is a piece of advertising technology (AdTech) used by advertisers and agencies to purchase media from publishers via supply-side platforms (SSPs) and ad exchanges. DSPs typically buy impressions from SSPs/ad exchanges via real-time bidding (RTB), either on the open market or by private marketplace (PMP) deals.

What is the future of ATDs in advertising?

These days, the role of ATDs has diminished, as advertisers buying media can take advantage of programmatic technology on their own, in-house – for example, by integrating self-serve DSPs and white-label DSPs. This is usually cheaper and more transparent.