What SpringServe Does in the Connected TV Ad Supply Chain
· 3h ago · Originally reported by PPC Land
SpringServe is Magnite's connected TV ad server and supply-side platform. It determines which ads run during streaming commercial breaks and mediates between direct-sold and programmatic demand sources.
Why it matters
As CTV advertising grows, understanding the infrastructure layers — who serves the ads and how competing demand sources are prioritized — helps explain where money flows and where inefficiencies or fraud risks may lurk.
Explain it like I’m new here
SpringServe is like the traffic controller at an airport gate, deciding which plane (ad) gets to land (play) during a streaming break, choosing between planes that booked early (direct) and planes bidding in real time (programmatic).
Terms in this story
CTV (connected TV)
CTV (connected TV) is any television connected to the internet, such as a smart TV, streaming stick, games console or set-top box, and the advertising shown in streaming apps on it.
Ad server
An ad server is the software that stores ads, decides which ad to show in each slot based on rules and priorities, delivers it, and counts impressions and clicks.
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.
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