SSP

The marketing ecosystem is filled with intricate moving parts, and one of the more confusing ones is the DSP, leaving many marketers asking themselves, just what is a DSP anyway? Well, as a Demand Side Platform, or DSP, we here at RTB House are well-placed to answer that question for you. This article will answer that question, explain how a Demand Side Platform works, and what its role in the often complicated digital marketing landscape actually is.

Programmatic advertising is the foundation of the modern marketing world. Advertisers from around the world are competing for advertising spots with bids that take under a second. This ecosystem is made up of thousands of moving pieces, and one of the most important are Supply Side Platform, or SSPs. While most readers will have heard the term, they may still ask: “What is an SSP?”
This is one of the questions which we’ll try to answer today.

In this Media Review, you can read 5 stories, including Google renaming FLEDGE to Protected Audience API, results from Google Ads’ IBA testing, and more details about Apple’s change in Safari.

• Contextual SDA passed both quality tests we performed and described in this article
• The mechanisms we used to assess the contextual SDA signals’ quality were: SSPs’ audiences sent via Deal IDs and RTB House’s proprietary ContextAI engine