4 ms·

This is a space I wish I knew more about- but it seems like it has it's own sub-culture that to me, is hard to parse. Can someone tell me what some of the thin

by awongh 10y ago

This is a space I wish I knew more about- but it seems like it has it's own sub-culture that to me, is hard to parse. Can someone tell me what some of the things are that he refers to in this article? - dfp, dsp, ssp, gdn, dbm, adx, dcm, dfp Is there a good technical-minded rundown of all the players in the ecosystem and what they do? Internet ad industry information is impossible to google because it mostly turns up spam.....

wastedhours 10y ago
I've tried to find a long form piece on it (ideally a physical book as reference), but failed. DSP: Demand Side Platform, is the tool agencies and advertisers use to buy the ad spots automatically based on tracking profiles. SSP: Supply Side Platform, is the tool publishers use to sell their ad spots (publishers push an impression to an SSP, a DSP will evaluate it and an agency will buy an ad on it - Google is main SSP and DSP [I think?] so people are wary about them.) DFP: DoubleClick for Publishers perhaps, as in, ad tech for media sites to manage the display process (guess it could be called Google's SSP). DBM: DoubleClick Bid Manager, is Google's DSP ADX: guessing just an ad exchange, so a place advertisers and publishers do the deal. GDN: Google Display Network, posh AdSense where you can place your ads across 3rd party sites, not just the SERP. Then we get into the world of Header Bidding (which, as far as I understand it, is even more tech to bypass your usual SSP/DSP process to get the best deal from different ad exchanges) and that whole murky world... I've only been on the advertiser end, speccing a programmatic campaign through a specialist agency. It makes me nervy as our only marketing attribution is last touch and that rarely works with broad reach display. Retargeting is a much more valuable one to explore. If anyone would be interested in a guide, I can look to put one together with definitions and a few anecdotes from some players? Username @ gmail.
- ssharp 10y ago
  I think it's worth adding how DSPs and ADXs fit together. There are only a handful of ad exchanges out there -- Google ADX, OpenX, AppNexus, etc. Some brands and agencies are large enough to buy inventory directly through these but for most brands and agencies, it's too expensive and cumbersome to do so. This is where DSPs fit in. DSPs buy large batches of inventory from the ad exchanges and resell them to brands and agencies and try to add value where they can.
- g10r 10y ago
  In the examples shown, AdX is referring to Google's Ad Exchange/Doubleclick.
- manigandham 10y ago
  AdX is the name of Google's ad exchange, which is primarily a SSP. (All ad exchanges are SSPs anyway, since there is no such thing as an "exchange" for ads).

by awongh 10y ago

wastedhours 10y ago

I've tried to find a long form piece on it (ideally a physical book as reference), but failed. DSP: Demand Side Platform, is the tool agencies and advertisers use to buy the ad spots automatically based on tracking profiles. SSP: Supply Side Platform, is the tool publishers use to sell their ad spots (publishers push an impression to an SSP, a DSP will evaluate it and an agency will buy an ad on it - Google is main SSP and DSP [I think?] so people are wary about them.) DFP: DoubleClick for Publishers perhaps, as in, ad tech for media sites to manage the display process (guess it could be called Google's SSP). DBM: DoubleClick Bid Manager, is Google's DSP ADX: guessing just an ad exchange, so a place advertisers and publishers do the deal. GDN: Google Display Network, posh AdSense where you can place your ads across 3rd party sites, not just the SERP. Then we get into the world of Header Bidding (which, as far as I understand it, is even more tech to bypass your usual SSP/DSP process to get the best deal from different ad exchanges) and that whole murky world... I've only been on the advertiser end, speccing a programmatic campaign through a specialist agency. It makes me nervy as our only marketing attribution is last touch and that rarely works with broad reach display. Retargeting is a much more valuable one to explore. If anyone would be interested in a guide, I can look to put one together with definitions and a few anecdotes from some players? Username @ gmail.

ssharp 10y ago
I think it's worth adding how DSPs and ADXs fit together. There are only a handful of ad exchanges out there -- Google ADX, OpenX, AppNexus, etc. Some brands and agencies are large enough to buy inventory directly through these but for most brands and agencies, it's too expensive and cumbersome to do so. This is where DSPs fit in. DSPs buy large batches of inventory from the ad exchanges and resell them to brands and agencies and try to add value where they can.
g10r 10y ago
In the examples shown, AdX is referring to Google's Ad Exchange/Doubleclick.
manigandham 10y ago
AdX is the name of Google's ad exchange, which is primarily a SSP. (All ad exchanges are SSPs anyway, since there is no such thing as an "exchange" for ads).