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A demand-side platform (DSP) is a concept that combines various software for advertisers (or advertising agencies) to automate the process of buying and selling ad impressions in real time.
A visualization of the real-time bidding market in online advertising.It is reproduced under a Creative Commons license from Diaz Ruiz (2024) [1]. Real-time bidding (RTB) is a means by which advertising inventory is bought and sold on a per-impression basis, via instantaneous programmatic auction, similar to financial markets.
Header bidding, also known as advance bidding or pre-bidding, [3] is a programmatic advertising technique where publishers offer their ad inventory to multiple ad exchanges, or demand-side platforms (DSPs), at the same time before calling their ad servers. This approach stands in contrast to the traditional waterfall method, which involves ...
On September 21, 2016, The Trade Desk became a public company with an $18 offering price. The company's opening day was reported as a "vote of confidence for the demand-side platform, whose S1 filing revealed healthy financials: Triple digit revenue growth and profitability — rare in a sector that is seeing much of its growth chomped away by the duopoly Google and Facebook."
A supply-side platform interfaces on the publisher side to advertising networks and exchanges, which in turn interface to demand-side platforms (DSP) on the advertiser side. [ 3 ] [ 4 ] This system allows advertisers to put online advertising and DOOH advertising before a selected target audience . [ 5 ]
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Image source: The Motley Fool. Kinder Morgan (NYSE: KMI) Q4 2024 Earnings Call Jan 22, 2025, 4:30 p.m. ET. Contents: Prepared Remarks. Questions and Answers. Call ...