September 10, 2019 by Łukasz Małecki , Daniel O'Connell , Michael Sweeney

Almost every data-management platform (DMP) on the market allows advertisers to create audiences and use them for different use cases, such as improved online ad targeting and advanced analytics. To create audiences in a DMP, the platform must first create user profiles, which comprise of numerous profile identifiers. As part of a recent internal project carried […]

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June 12, 2019 by ,

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. To solve this problem, a new type of AdTech platform […]

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

October 23, 2018 by ,

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. In reality, integrating a DSP with other AdTech platforms is a meticulous technological […]

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How to Integrate a DSP with Ad Exchanges and SSPs

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 […]

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