Professional Documents
Culture Documents
Cutted Work
Cutted Work
Cutted Work
ATD- Agency Trading Desk DSP- Demand Side Platform SSP- Selling Side
Platform
About Process
Clients would give authority to agencies, to wear the shoes of clients. Agency will create ads,
which may be banner ads or videos. After the creation and getting approval from clients,
agency while find out the portals or websites where the T.G is present. Later give the order to
DSP or ATD, this order contains details regarding where to place ads or which portal is
requiring to placing the ad. This DSP/ ATD will bid in ad exchange for that portal.
Otherwise agency can directly approach to ad networks and give orders. These ad networks
buy the inventories from publisher and give to agency. From publisher view he can sell
inventories through Ad networks or through SSP. If publisher give to SSP, they will place
those space in ad exchange for bidding. Through ad exchange DSP/ATD will buy those
inventories. Bidding will not only for space but also for T.G which required for clients.
Ad exchanges are technology platforms that facilitate the bids for buying and selling of
online media advertising inventory from multiple ad networks. The approach is technology-
driven as opposed to the historical approach of negotiating price on media inventory.