AdTech Platforms

The Anatomy of a Supply-Side Platform (SSP) [infographic]

June 12, 2019 by Michael Sweeney , Maciej Zawadziński

In the early days of online advertising, publishers used ad networks to sell their remnant inventory to advertisers. However, as publishers started using more and more ad networks, it became harder to identify which ad network would sell the most inventory at the best price.

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AdTech Industry, AdTech Processes

Ad serving insights: Ad invocation codes and placement tags

February 17, 2013 by

Ad invocation codes (called also placement tags or ad codes) are a bit different from web trackers covered in an earlier post. Their main task is to load a creative (an ad) into the placement on a website or in an app. Additionally, they usually are responsible for cookie management, impression tracking, ad rotation, visibility tracking and other tasks.

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Ad serving insights: Ad invocation codes and placement tags

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