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Demand-side Platform
A demand-side platform (DSP) is a system that allows buyers of digital advertising inventory to manage multiple ad exchange and data exchange accounts through one interface. Real-time bidding for displaying online advertising takes place within the ad exchanges, and by utilizing a DSP, marketers can manage their bids for the banners and the pricing for the data that they are layering on to target their audiences. Much like Paid Search, using DSPs allows users to optimize based on set Key Performance Indicators such as Pay per click, effective cost per click (eCPC), and Cost per action, effective cost per action (eCPA). The functionality of the DSP often depends on the format of the media. For example, DSPs that advertise online can see how people behave after viewing an ad, whereas this is not be possible in outdoor advertising or television and radio, where the advertising constitutes a one-to-many approach. DSPs incorporate many of the facets previously offered by advertising ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Advertising Inventory
Advertising inventory or media inventory is the space available in the media, advertising, and marketing industries to advertisers on newspapers, magazines, and digital platforms. History Traditionally advertising inventory was sold during upfront events in the third week of May. However, advertising space is increasingly being transacted algorithmically, such as real-time bidding Real-time bidding (RTB) is a means by which advertising inventory is bought and sold on a per- impression basis, via instantaneous programmatic auction, similar to financial markets. With real-time bidding, advertising buyers bid on an impression a .... Categories Media space is typically broken down into four categories, which can be purchased through a variety of sales channels. * Premium guaranteed * Audience targeted * Remnant * Sponsorships References {{reflist External linksSEO For Lawyers Advertising ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Comcast
Comcast Corporation (formerly known as American Cable Systems and Comcast Holdings),Before the AT&T merger in 2001, the parent company was Comcast Holdings Corporation. Comcast Holdings Corporation now refers to a subsidiary of Comcast Corporation, not the parent company (seeBloomberg profile on Comcast Holdings Corporation. Technically, the current parent company was founded December 7, 2001 as CAB Holdings Corporation, which changed its name to AT&T Comcast Corporation before finally taking on the Comcast Corporation name (seeNov 2002 8K/A Form anNov 2002 S-4) headquartered in Philadelphia, is the largest American multinational telecommunications conglomerate. It is the second-largest broadcasting and cable television company in the world by revenue (behind AT&T), the largest pay-TV company, the largest cable TV company and largest home Internet service provider in the United States, and the nation's third-largest home telephone service provider. It provides services to U.S. ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Ad Serving
Ad serving describes the technology and service that places advertisements on Web sites, mobile apps, and Connected TVs. Ad serving technology companies provide software to Web sites and advertisers to serve ads, count them, choose the ads that will make the Web site or advertiser the most money, and monitor the progress of different advertising campaigns. Ad servers are divided into two types—publisher ad servers and advertiser (or a third party) ad servers. History The first central ad server was released by FocaLink Media Services and introduced on July 17, 1995, for controlling the delivery of online advertising or banner ads. Although most contemporary accounts are no longer available online, the Weizmann Institute of Science published an academic research paper documenting the launch of the first ad server. The original motherboard for the first ad server, assembled in June 1995, is also preserved. FocaLink re-launched the ad server under the name SmartBanner in Feb ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Supply-side Platform
A supply-side platform (SSP) or sell-side platform is a technology platform to enable web publishers and digital out-of-home (DOOH) media owners to manage their advertising inventory, fill it with ads, and receive revenue. Many of the larger web publishers of the world use a supply-side platform to automate and optimize the selling of their online media space. A supply-side platform interfaces on the publisher side to advertising networks and exchanges, which in turn interface to demand-side platforms (DSP) on the advertiser side. This system allows advertisers to put online advertising and DOOH advertising before a selected target audience. SSPs send potential impressions into ad exchanges, where DSPs purchase them on marketers' behalf, depending on specific targeting attributes and audience data. By offering impressions to as many potential buyers as possible publishers can maximize the revenue. Therefore, SSPs are sometimes referred to as yield-optimization platforms. Ofte ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Ad Exchange
An ad exchange is a technology platform that facilitates the buying and selling of media advertising inventory from multiple ad networks. Prices for the inventory are determined through real-time bidding (RTB). The approach is technology-driven as opposed to the historical approach of negotiating price on media inventory. This represents a field beyond ad networks as defined by the Interactive Advertising Bureau (IAB), and by advertising trade publications. Ad exchanges Notable ad exchanges include: * AppLovin (which recently acquired MoPub) * FreeWheel (owned by Comcast) * Google Ad Manager (also known as Google Authorized Buyers, formerly known as AdX, and now part of Google Ad Manager) * Index Exchange * InMobi * Magnite Inc (formed by the combination of Rubicon Project, SpotX, and Telaria) * OpenX (company) * Pubmatic * Smaato * Xandr (formerly AppNexus, now owned by Microsoft) * Yahoo (formerly AOL, Brightroll, OATH and other entities rolled into the Yahoo brand) See also ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
AppNexus
Xandr, formerly known as AppNexus, is an American multinational technology company operating a cloud-based software platform that enables and optimizes programmatic online advertising. Headquartered in the Flatiron District of New York City, the company has 23 offices in North America, Latin America, Europe, Asia and Australia. AppNexus offers online auction infrastructure and technology for data management, optimization, financial clearing and support for directly negotiated advertising campaigns. It has both demand-side platform (DSP), supply-side platform (SSP), and ad serving functionalities. It integrates with advertising sources including Google's "Authorized Buyers" ad exchange, Magnite, Pubmatic and other aggregators. It operates out of multiple data centers, including one in Amsterdam serving Europe and the Middle East, in a facility shared with Equinix. In 2016, AppNexus was ranked #21 on ''Forbes'' Magazine's "The Cloud 100" list. In June 2018, AT&T announced it was ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Xandr
Xandr, Inc. (pronounced "Zander") is the advertising and analytics subsidiary of Microsoft, which operates an online platform, ''Community'', for buying and selling consumer-centric digital advertising. In December 2021, AT&T announced that they had agreed to sell Xandr (including AppNexus and Clypd) to Microsoft for an undisclosed price. The acquisition was completed in June 2022. History Following its June 2018 acquisition of AppNexus, Xandr was formed by AT&T to construct a national TV advertising marketplace. Xandr was launched, on September 25, 2018, at its inaugural AT&T Relevance Conference, in Santa Barbara, California, and was named after its parent company founder, Alexander Graham Bell. In June 2019, Xandr rebranded its AppNexus DSP, launching Xandr Invest, to serve as its central ad-buying hub. On October 18, 2019, Xandr acquired Massachusetts-based Clypd, an audience-based sales platform for television advertising. On April 30, 2020, it was folded into WarnerMe ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Verizon Media
Verizon Communications Inc., commonly known as Verizon, is an American multinational telecommunications conglomerate and a corporate component of the Dow Jones Industrial Average. The company is headquartered at 1095 Avenue of the Americas in Midtown Manhattan, New York City, but is Delaware General Corporation Law, incorporated in Delaware. The company was formed in 1984 as Bell Atlantic as part of the breakup of the Bell System, break up of the Bell System into seven companies, each a Regional Bell Operating Company (RBOC), commonly referred to as "Baby Bells". Headquartered in Philadelphia, it originally had an operating area from New Jersey to Virginia. In 1997, Bell Atlantic expanded into New York (state), New York and the New England states by merging with fellow Baby Bell NYNEX. While Bell Atlantic was the surviving company, the merged company moved its headquarters from Philadelphia to NYNEX's old headquarters in New York City. In 2000, Bell Atlantic acquired GTE, whi ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Yahoo
Yahoo! (, styled yahoo''!'' in its logo) is an American web services provider. It is headquartered in Sunnyvale, California and operated by the namesake company Yahoo! Inc. (2017–present), Yahoo Inc., which is 90% owned by investment funds managed by Apollo Global Management and 10% by Verizon Communications. It provides a web portal, search engine Yahoo! Search, Yahoo Search, and related services, including My Yahoo!, Yahoo! Mail, Yahoo Mail, Yahoo! News, Yahoo News, Yahoo! Finance, Yahoo Finance, Yahoo! Sports, Yahoo Sports and its advertising platform, Yahoo! Native. Yahoo was established by Jerry Yang and David Filo in January 1994 and was one of the pioneers of the early Internet era in the 1990s. However, usage declined in the late 2000s as some services discontinued and it lost market share to Facebook and Google. History Founding In January 1994, Yang and Filo were electrical engineering graduate students at Stanford University, when they created a website named ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
The Trade Desk
The Trade Desk (stylized as theTradeDesk) is an American multinational technology company that specializes in real-time programmatic marketing automation technologies, products, and services, designed to personalize digital content delivery to users. The Trade Desk is headquartered in Ventura, California. It is the largest independent demand-side platform in the world, competing against DoubleClick by Google, Facebook Ads, and others. Unlike traditional marketing, programmatic marketing is operated by real-time, split-second decisions based on user identity, device information, and other data points. It enables highly personalized consumer experiences, and improves return-on-investment for companies and advertisers. Demand-side platforms, like The Trade Desk, work with ad exchanges to deliver such tailored digital experiences. The company continued to grow since its founding in 2009. As of 2021, it offers a self-service publishing platform for brands & advertisers, a data manag ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Quantcast
Quantcast is an American technology company, founded in 2006, that specializes in AI-driven real-time advertising, audience insights and measurement. It has offices in the United States, Canada, Australia, Singapore, United Kingdom, Ireland, France, Germany, Italy, and Sweden. History Quantcast was launched in 2006. The company was built on the belief that digital advertising requires reliable data to be successful. Initially the primary aim was to gather detailed, real-time insights on audience characteristics across the internet. By placing tags on digital content across the open internet, the firm measures metrics such as audience age and gender makeup, areas of interest and type, length and frequency of their engagement with certain types of content. This private information is made publicly available to be used by marketers and publishers to accurately understand their audience in granular detail. In 2010, Quantcast's Publisher Program was the first syndicated online traffic ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
InMobi
InMobi is an Indian multinational mobile advertising technology company, based in Bengaluru. Its mobile-first platform allows brands, developers and publishers to engage consumers through contextual mobile advertising. The company was founded in 2007 under the name mKhoj by Naveen Tewari, Mohit Saxena, Amit Gupta and Abhay Singhal. In 2008, it was enhanced from SMS-based services to mobile advertising and rebranded as InMobi. In 2011, InMobi became the first Indian unicorn startup company. It has 22 offices in 12 countries across 5 continents and employs around 1,500 people. The company is backed by Soft Bank, Kleiner Perkins Caufield & Byers and Ram Shriram's Sherpalo Ventures. esrnow a raised a total of US$215.6 million in three rounds of funding – US$0.5 million in 2007, US$7.1 million in Series A funding in 2008, US$8 million in Series B funding in 2010, US$200 million in Series C funding in 2011. History InMobi started in 2007, when it was known as ''mKhoj'' (mobi ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
