Advertising-related industry platform

1. Advertising Trading Platform: an open online advertising market that links publishers and advertisers (similar to stock exchanges). The advertising inventory in the trading platform is not necessarily a premium stock, as long as the publisher wants to provide it, it can be found in it.

2, advertising network: A closed network advertising market, network owners as intermediate links first to the publishers to purchase advertising inventory, and then resell to the buyer, although sometimes publishers can also create their own advertising network.

3. Supply-side platform (SSP): The supply-side platform allows publishers to intervene in ad transactions, making their inventory ads available. Through this platform, publishers want their inventory ads to get the highest effective CPM, without having to sell at a low price.

4, demand-side platform (DSP): demand-side platform allows advertisers and advertising agencies to more easily access, and more efficient purchase of advertising inventory, because the platform brings together a variety of advertising trading platform inventory. With this platform, there is no need for another cumbersome purchase step-purchase request.

5. Real-time Bidding (RTB): Real-time bidding allows advertisers to bid on each ad and the cost of each ad display based on factors such as activity targets, target groups, and cost thresholds. Once the bid is successful, the ad will appear immediately on the publisher's website. This technology, which allows dynamic trading, is referred to by the industry as a "bidder" and can be embedded in any of these platforms.

6, Data management Platform (DMP): This is the latest introduction of a term. The data management platform helps all parties involved in the purchase and sale of advertising inventory to manage their data, make it easier to use third-party data, enhance their understanding of all this data, return data, or pass custom data on to a platform.

The following URL has a very good article (on the analysis of the various platforms):

http://www.36dsj.com/archives/4541