1. Demand-side platform (DSPs)
A DSP is a technology layer on top of display-buying systems that streamlines the media buying process by using impression-level decisioning based on multiple parameters and data sources.
DSPs help media buyers aggregate, bid on and optimize digital inventory across multiple sources.
RTB Role: DSPs are at the forefront of the real-time bidding (RTB) ecosystem, working with multiple agencies and advertisers to provide the technology and expertise needed to support RTB campaigns.
*AppNexus: While sometimes described as a DSP, the company actually focuses on being a customizable ad tech platform and partners with DSPs, exchanges, ad networks and trading desks.
2.Supply-side platform (SSPs)
More commonly known as yield managers/optimizers, supply-side platforms help publishers better manage and price their inventory. Premium publishers favor SSPs, as they are able to protect proprietary audience data and brand reputation. SSPs currently represent some of the largest resource of display as inventory.
RTB Role: SSPs facilitate demand from buy-side platforms.
3. Ad Exchanges
Advertising exchanges are open marketplaces that allow publishers and advertisers to connect (like a stock exchange).
They facilitate transactions, but do not take ownership of inventory.
RTB Role: Most and exhcanges have built RTB capabilities for ad buyers (e.g. advertisers, agencies, ad networks).
4. Ad networks
Advertising networks enable the publishers of the websites they represent to sell more inventory. A website can either be represented exclusively by a single network or have relationships with a number of networks. The publisher will either use a network to sell remnant inventory (to supplement sales by its own sales team), or it will depend on the network for all its ad sales.
RTB Role: Some ad networks are adding RTB capabilities to facilitate real-time transactions on behalf of advertisers, agencies and trading desks. They are competing with demand-side platforms for advertising budgets.
