Thursday, 13 October 2022 12:01

What is a programmatic ad platform?

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Today, most digital media is automated. With this in mind, it makes sense to use automated advertising platforms.

Such platforms reduce human effort by automating routine tasks. Basically, development platforms are very beneficial as they help users save time. Non-human traffic is removed using algorithms so that your marketing budget can be channeled to real customers.


Defining an automated advertising platform

This platform, as the name suggests, is part of an automated ecosystem used in digital marketing. Each part is responsible for a proprietary process step. Simply put, the different parts work together for analytical, operational, and marketing purposes. The platforms are set up to run in parallel, based on an automated ad point, in order to reach the target audience in a timely manner.



To properly understand automated ad platforms and use them for social media video marketing or other types of marketing, you need to understand the different types that exist.


Vendor-side platforms (SSP)

The publisher submits the website to the SSP as an advertising source. Then everything is fixed on Ad Exchange. The website owner uses the pixel code, which is implemented inside the website, to observe the visitor's behavior. Then the information received is sent to the data provider for additional analytical activities.


Publishers within the SSP can:

 Filter ads

Set low ad space bids

SSP for publishers sells ad space at a higher possible price. The data is collected from the web and the profit is increased thanks to the automatic sale of inventory.


Demand Side Platforms (DSP)

When publishers communicate via SSP platforms, advertisers submit an offer to the DSP via a specific automated advertising platform. DSP stores user profile and data from other providers. Based on the information and rates declared by advertisers, if a user visits the website, DSP will make a choice.