How do DSP and SSP work together?

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How do DSP and SSP work together?

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 happens after you receive a bid request from ad exchange?

What happens after you receive a bid request from an ad exchange? The request goes from the publisher’s website to the ad exchange, which sends all the user data to advertisers who then automatically submits bids in real-time to place their ads.

How does RTB ad serving work?

How does real-time bidding (RTB) work? At any given moment, multiple advertisers can bid on a single impression of a publisher’s inventory, then the winning ad (with the highest bid) is shown to the user. Through RTB, advertisers can apply fine-tuned targeting and focus on the inventory most relevant to them.

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Is AppNexus a DSP or SSP?

Xandr Invest is the rebranded AppNexus DSP, and Xandr Monetize is the rebranded SSP. Community is Xandr’s proprietary data-infused marketplace that can be accessed by buyers only through Invest, and by sellers only through Monetize.

What does DSP and SSP stand for?

supply side platforms
Demand side platforms (DSP), supply side platforms (SSP) and data management platforms (DMP) are all integral to the digital advertising process. They operate together to enable the automated buying and selling of advertising, but perform very different functions.

What is the competitive bidding process?

Competitive bidding is a process of issuing a public bid with the intent that companies will put together their best proposal and compete for a specific project. By law, this process is required for every government agency that issues a bid. Competitive bidding creates a transparent environment that is open and fair.

How does Exchange bidding work?

Participating exchanges run their own auction independently and then submit their bid into the unified auction. Ad Manager sends the reserve price for the unified auction to all eligible Authorized Buyers and Open Bidding participants (including third-party exchanges or networks).

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What is bid request?

A bid request is a piece of code that is executed as soon as a visitor loads a web page (with ad spaces on it). The basic functionality of a bid request is to record the data relating to the user and the device that he/she is operating.

What is DMP DSP SSP?

Demand side platforms (DSP), supply side platforms (SSP) and data management platforms (DMP) are all integral to the digital advertising process. They operate together to enable the automated buying and selling of advertising, but perform very different functions.

What is the difference between an SSP and a DSP?

SSP calls to bid and sends a request towards DSPs. The DSP, in turn, analyzes the information contained in the request and defines whether the impression could be valuable to the advertiser or marketer (based on targeting, floor price, ad budget defined for the campaign, and other criteria).

What is bid response in DSP?

If the impression is relevant, DSP sends a bid response to the ad exchange where the auction takes place in real-time. Advertiser whose response has the highest bid wins in the auction and pays the price according to the second-price of the first-price auction model.

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How does the DSP know the SSP’s Cookie ID?

The DSP knows the SSP’s cookie ID because of the query string in the piggyback call, and it can read its own cookie ID because that user called its web server as the end destination with the piggyback call. DSP456 now writes into its database that DSPcookie789 = SSPcookieXYZ for bid requests from SSP123.

What is the difference between ssp and demand side platform?

Shortly, SSP is an equivalent of the demand-side platform for advertisers but SSP is created for publishers. Using supply side technology like SSP, publishers can sell ad space to various demand side platforms and simultaneously offer it to a connected ad exchange, ad network, and all kinds of other RTB platforms.