October 23, 2018 by Maciej Zawadziński , Michael Sweeney

When you hear most people in the online advertising world talk about integrating a demand-side platform (DSP) with an ad exchange or supply-side platform (SSP), they make it sound as if it’s a matter of connecting the platforms together via a cable.

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October 18, 2018 by ,

When publishers first began their exodus from print media towards digital, they started looking for new ways to generate revenue. The most intuitive revenue model was the one they had already been using in print – advertising. Display advertising came about to replicate printed ads in the online world and enable website monetization, which is the bread and butter of digital media today.

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What Is a Supply-Side Platform (SSP) and How Does It Work?

April 13, 2018 by

The online advertising industry is populated by an array of media-buying methods, making it increasingly difficult to comprehend, even for the most seasoned marketers. While terms like programmatic direct, real-time bidding (RTB), and private marketplace (PMP) all fall under the programmatic umbrella, it is worth remembering that they are quite different concepts.

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Understanding RTB, Programmatic Direct and Private Marketplace

January 31, 2018 by

In the early days of online advertising, ad space was purchased in the same way as print advertisements, that being that inventory was purchased directly from publishers at a set price, typically on a cost-per-mille (CPM) basis. During the late 1990s and early 2000s, a number of new advertising-technology platforms, such as ad networks, emerged to help advertisers display their ads on more sites and allow publishers to sell more of their inventory.

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Waterfalling, Header Bidding and New Auction Dynamics

November 14, 2017 by

If you have ever bought anything on eBay, you are probably no stranger to the concept of second-price auctions, the bidding process in which the winner pays the price offered by the second-highest bidder, rather than their own.

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How Do First-Price and Second-Price Auctions Work in Online Advertising?

April 30, 2015 by

The online display-advertising industry has been completely revolutionized in recent years. At the heart of this revolution lies technology, and in particular, the introduction and rise of programmatic media buying.

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Why a Lack of Transparency is Killing the Potential of Programmatic Buying

April 14, 2015 by

In the traditional advertising scene, advertising agencies flourish. They have been a key element to the success of many well-known brands, helped a number of companies improve audience targeting, and optimized marketing budgets for companies large and small, among other things.

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January 8, 2015 by

There was a time, believe or not, when commercial advertising was banned on the Internet. It can be hard to imagine an online world without spam, pop-up ads, or banner ads, but whether you absolutely detest digital ads or appreciate that they help keep a lot of content free and readily available, there is no denying the rapid increase in the online advertising industry.

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How Real-Time Bidding (RTB) Changed Online Display Advertising

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