A programmatic ad buying platform referred to as a Supply-Side Platform (SSP) allows publishers to better control their inventory, making it possible for programmatic ad buying. Advertising inventory can be purchased by advertisers or agencies through a demand-side platform (DSP) and the Ad Exchanger component, which is how the supply-side generates ad inventory for the ad exchanges.
Programmatic ad purchasing facilitated through various technologies is used in a variety of ways to improve advertising purchasing and effectiveness.
It is possible to place bids in real-time (RTB), via Exclusive Market (PMP) and Direct Programmatic.
An RTB is a real-time auction that sets the pricing of all items in real-time. RTB is widely considered to be the most cost-effective method of obtaining big audiences of media.