Intelligent Supply Side Poised to Drive Next Wave of Programmatic Value
· 8h ago · Originally reported by Exchange4Media
Industry expert Athul Prabhu highlights the growing importance of smarter supply-side solutions in programmatic advertising. As technology evolves, supply-side platforms are expected to play a key role in optimizing value for both publishers and advertisers.
Why it matters
Understanding advancements on the supply side helps advertisers and publishers maximize efficiency and revenue in programmatic ad buying.
Explain it like I’m new here
It's like making sure the shelves in a store are organized so shoppers and sellers both get the best deals.
Read the original at Exchange4Media
Terms in this story
Programmatic advertising
Programmatic advertising is buying and selling ad space through automated software, usually one impression at a time, instead of through manual negotiations, phone calls and paper contracts.
Ad inventory
Ad inventory is the total amount of advertising space a publisher has available to sell, usually counted in impressions across its ad slots, pages, apps or screens.
SSP (supply-side platform)
An SSP (supply-side platform) is software that publishers use to sell their ad inventory automatically to many buyers, running auctions and managing prices, deals and quality controls.
Publisher
A publisher is any owner of content or a digital property, such as a website, app, streaming service, podcast or screen network, that earns money by selling ad space to advertisers.
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