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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. [ 1 ]
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 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.
By purchasing Invite Media, Google gained a demand-side platform, which allows advertisement buyers to purchase advertisements from several different advertisement exchanges through a single interface. [10] [11] [12] Invite Media was purchased shortly after Google completed their acquisition of AdMob on May 2, 2010.
Demand side platforms thus have ads ready to display, and are searching for users to view them. Bidders get the information about the user ready to view the ad, and decide, based on that information, how much to offer to buy the ad space. According to the Internet Advertising Bureau, a demand side platform has 10 milliseconds to respond to an ...
Smaato was established in 2005 and one year later introduced its mobile supply-side platform (SSP). In 2012, Smaato launched its real-time bidding ad exchange. [citation needed] Thereafter, the company's focus shifted towards mobile acquisition and expansion of its automation platform's self-service aspect.
Yahoo and DirecTV announced an advertising deal in June 2022; under this partnership, Yahoo's omnichannel demand-side platform provided advertisers access to DirecTV's programmatic inventory on linear addressable and connected TV platforms while DirecTV gained access to Yahoo's supply-side platform, making its streaming inventory available ...
It has both demand-side platform (DSP), supply-side platform (SSP), and ad serving functionalities. It integrates with advertising sources including Google's "Authorized Buyers" ad exchange, Magnite, Pubmatic and other aggregators.
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related to: demand side platform wikipedia