RTB Advertising Market Participants

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RTB advertising operates using the Open RTB protocol developed by the Interactive Advertising Bureau (IAB).

Each participant in the RTB system plays its own role, which allows tasks to be completed clearly and response speed to be increased.

RTB Advertising Market Participants
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SSP (Sell Side Platform) is a service of automated traffic auctions, where website owners determine its cost. Sell Side Platform represents the interests of the sites, is responsible for selling impressions at the highest possible cost and selects the winner of the auction.

DSP (Demand Side Platform) is a service where agencies and advertisers purchase impressions on various advertising exchanges. DSP represents the advertiser's interests, is responsible for purchasing banner impressions at a minimum cost, and for collecting statistics on impressions online.

Trading Desk (ATD or Agency costa rica email list Trading Desk) is a DSP manager or centralized advertising purchasing service. For the advertiser, the service is the entry point to RTB. It is there that he forms requirements for the target client and determines budget restrictions. Trading Desk uses DMP for targeting and transferring information between different DSPs. At the same time, DSP receives information about auction rates from SSPs. In addition, DSP and ATD exchange information about advertiser rates and conversion rates.

Ad Network — an advertising network that acts as an intermediary between advertisers and publishers. It is designed to unite sites taking into account the needs of their owners and select the most suitable ways to satisfy advertisers' requests.

Ad Server is a technology platform and software for website owners and advertisers. Ad Server allows you to manage ad placement and optimize ads. These are databases of banners and their properties for ad networks.

DMP (Data Management Platform) is a data management tool for target audiences that allows you to analyze, segment potential clients, create anonymous user profiles and use the obtained data to display advertisements that are in demand at the moment.

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Data Suppliers or Data Broker — a platform for collecting and selling anonymous user profiles, interests and other behavioral factors to DMP platforms to increase the accuracy of targeting in advertising. Uses cookie data, pixel tag, mobile platform identifiers, social networks and other sources.

Ad Exchange is an advertising exchange, a platform for conducting traffic auctions and establishing connections between platforms and advertisers.

Ad Verification & Brand Safety is a service that performs post-checking of ads, protects brands from incorrectly created and published banners, prevents them from being surrounded by unwanted content, and fights for clean traffic.