4 ms·

Could you maybe explain some of those acronyms you used?

by dos1 14y ago

vellum 14y ago
DFP: Dart for Publishers http://www.google.com/doubleclick/publishers/dart.html http://www.google.com/doubleclick/publishers/dart.html DFA: Doubleclick for Advertisers http://www.google.com/doubleclick/advertisers/dfa.html http://www.google.com/doubleclick/advertisers/dfa.html SSP: Supply Side Platform http://www.adopsinsider.com/ad-exchanges/supply-side-platforms/ http://www.adopsinsider.com/ad-exchanges/supply-side-platfor... Open X: Open source tool for managing ads on your website http://en.wikipedia.org/wiki/OpenX_(software) http://en.wikipedia.org/wiki/OpenX_(software)
earl 14y ago
Sorry dude. When a publisher (pub) sells ad space to an advertiser, there are at least two sets of servers involved. There is a publisher / sell side ad server (pub adserver) which picks which ad to show in an inventory slot on a page view and generally tries to optimize for the publishers income, plus does publisher side reporting. There is a advertiser / buy side ad server which does cross publisher reporting; allows the advertiser to control, change, and update creative; tries to do frequency capping; tries to do cross channel reporting; and tries to optimize on the advertisers' behalf. These are generally not the same server. Google's ad server were basically purchased from doubleclick. DFA is doubleclick for advertisers and DFP is doubleclick for publishers. Openx is a competing publisher ad server. Atlas is microsofts advertiser ad server; it competes with dfa. An SSP is a supply side platform. It's a service that basically replaces a pub ad server and attempts to get as much money for the pub as possible by switching between ad networks and possibly trading off between guaranteed, network, and rtb. It basically is a saas stack that replaces a publisher ad server. An SSP will often also attempt to prevent first party data leakage. a DSP is a similar beast for the demand side and can start to replace an advertiser ad server. From my perspective (and I think many pubs) there hasn't been much innovation between dfp and openx. Hence the movement to SSPs. First party data is, in a nutshell, the fact that a user visited a site or a page. From this you can derive all sorts of things such as the purchasing interests of the user. guaranteed is presold ads, the most lucrative for a publisher
- dos1 14y ago
  Thanks for the explanation! Having never dealt with internet advertisers I didn't realize there was as much to it as there is :)

Could you maybe explain some of those acronyms you used?

by dos1 14y ago

Could you maybe explain some of those acronyms you used?

DFP: Dart for Publishers http://www.google.com/doubleclick/publishers/dart.html http://www.google.com/doubleclick/publishers/dart.html DFA: Doubleclick for Advertisers http://www.google.com/doubleclick/advertisers/dfa.html http://www.google.com/doubleclick/advertisers/dfa.html SSP: Supply Side Platform http://www.adopsinsider.com/ad-exchanges/supply-side-platforms/ http://www.adopsinsider.com/ad-exchanges/supply-side-platfor... Open X: Open source tool for managing ads on your website http://en.wikipedia.org/wiki/OpenX_(software) http://en.wikipedia.org/wiki/OpenX_(software)

earl 14y ago

Sorry dude. When a publisher (pub) sells ad space to an advertiser, there are at least two sets of servers involved. There is a publisher / sell side ad server (pub adserver) which picks which ad to show in an inventory slot on a page view and generally tries to optimize for the publishers income, plus does publisher side reporting. There is a advertiser / buy side ad server which does cross publisher reporting; allows the advertiser to control, change, and update creative; tries to do frequency capping; tries to do cross channel reporting; and tries to optimize on the advertisers' behalf. These are generally not the same server. Google's ad server were basically purchased from doubleclick. DFA is doubleclick for advertisers and DFP is doubleclick for publishers. Openx is a competing publisher ad server. Atlas is microsofts advertiser ad server; it competes with dfa. An SSP is a supply side platform. It's a service that basically replaces a pub ad server and attempts to get as much money for the pub as possible by switching between ad networks and possibly trading off between guaranteed, network, and rtb. It basically is a saas stack that replaces a publisher ad server. An SSP will often also attempt to prevent first party data leakage. a DSP is a similar beast for the demand side and can start to replace an advertiser ad server. From my perspective (and I think many pubs) there hasn't been much innovation between dfp and openx. Hence the movement to SSPs. First party data is, in a nutshell, the fact that a user visited a site or a page. From this you can derive all sorts of things such as the purchasing interests of the user. guaranteed is presold ads, the most lucrative for a publisher

dos1 14y ago
Thanks for the explanation! Having never dealt with internet advertisers I didn't realize there was as much to it as there is :)