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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. Oft ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Publisher
Publishing is the activities of making information, literature, music, software, and other content, physical or digital, available to the public for sale or free of charge. Traditionally, the term publishing refers to the creation and distribution of Printing, printed works, such as books, comic books, newspapers, and magazine, magazines to the public. With the advent of digital information systems, the scope has expanded to include electronic publishing, digital publishing such as E-book, e-books, Magazines, digital magazines, Electronic publishing, websites, social media, music, and video game publisher, video game publishing. The commercial publishing industry ranges from large multinational conglomerates such as News Corp, Pearson PLC, Pearson, Penguin Random House, and Thomson Reuters to major retail brands and thousands of small independent publishers. It has various divisions such as trade/retail publishing of fiction and non-fiction, educational publishing, and Academi ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Online Advertising
Online advertising, also known as online marketing, Internet advertising, digital advertising or web advertising, is a form of marketing and advertising that uses the Internet to promote products and services to audiences and platform users. Online advertising includes email marketing, search engine marketing (SEM), social media marketing, many types of display advertising (including web banner advertising), and mobile advertising. Advertisements are increasingly being delivered via automated software systems operating across multiple websites, media services and platforms, known as programmatic advertising. Like other advertising media, online advertising frequently involves a publisher, who integrates advertisements into its online content, and an advertiser, who provides the advertisements to be displayed on the publisher's content. Other potential participants include advertising agencies that help generate and place the ad copy, an ad server which technologically delivers ... [...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) * InMobi * Magnite Inc (formed by the combination of Rubicon Project, SpotX, and Telaria) * OpenX (company) * Pubmatic * Smaato * Xandr (formerly AT&T AdWorks which bought AppNexus, now owned by Microsoft) * Yahoo (formerly AOL, Brightroll, OATH and other entities rolled into the ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Media
Media may refer to: Communication * Means of communication, tools and channels used to deliver information or data ** Advertising media, various media, content, buying and placement for advertising ** Interactive media, media that is interactive ** Media adequacy, specific aspects important for a successful transfer of information ** MEDIA sub-programme of Creative Europe, a European Union initiative to support the European audiovisual sector ** New media, the combination of traditional media and information and communications technology ** Print media, communications delivered via paper or canvas ** Recording medium, devices used to store information * Mass media, the institutions and methods of reaching a large audience ** Broadcast media, communications delivered over mass electronic communication networks ** News media, mass media focused on communicating news ** Published media, any media made available to the public * Electronic media, communications delivered via elec ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Google Ad Manager
Google Ad Manager is an ad management platform introduced by Google on June 27, 2018. for large publishers who have significant direct sales. It combines the features of two former services from Google's DoubleClick subsidiary A subsidiary, subsidiary company, or daughter company is a company (law), company completely or partially owned or controlled by another company, called the parent company or holding company, which has legal and financial control over the subsidia ..., ''DoubleClick for Publishers'' (''DFP''; formerly known as ''DART for Publishers'') and ''DoubleClick Ad Exchange'' (''AdX''). Google Ad Manager initially used a second-price auction format, before announcing that it would be replaced with a first-price auction format in March 2019. Google Ad Manager is the free version of this online ad management software and it is recommended for small businesses. Google Ad Manager 360 is the paid version. Google Ad Manager does not require a minimum amount of impression ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
AppNexus
Xandr, formerly known as AppNexus, is an American multinational technology company operating a Cloud computing, 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 business model, 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_Inc, 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 June 2018, AT&T announced it was acquiring the company ... [...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. ( ), is an American telecommunications company headquartered in New York City. It is the world's second-largest telecommunications company by revenue and its mobile network is the largest wireless carrier in the United States, with 146 million subscribers as of March 31, 2025. The company was formed in 1983 as Bell Atlantic as a result of the breakup of the Bell System into seven companies, each a Regional Bell Operating Company (RBOC), commonly referred to as "Baby Bells." The company was originally headquartered in Philadelphia and operated in the states of Pennsylvania, New Jersey, Delaware, Maryland, Virginia, and West Virginia. In 1997, Bell Atlantic expanded into 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, which operat ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
SpotX
SpotX is a video advertising and monetization platform. Billions of video ad decisions are transacted through the SpotX platform daily, with ads delivered to over 70 million US households. The company is headquartered north of Denver, Colorado with additional offices worldwide, including Belfast, London, New York, Salt Lake City, San Francisco, Singapore, Sydney, and Tokyo. History SpotX was founded as a division of the search engine marketing technologies and services company, Booyah Networks. The company's founders are Michael Shehan (CEO) and Steve Swoboda (COO and CFO). In March 2007, SpotX, initially SpotXchange, formed a separate company from Booyah that focused on digital video advertising technology. In 2009, SpotX launched targeting tools to help advertisers reach their audiences. In 2010, SpotX launched its real-time bidding solution, which helps companies tailor their bids on an impression-by-impression basis when bidding on in-stream and in-banner video ad in ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Smaato
Smaato (now part of Verve Group) is a platform for digital advertising technology and advertisement serving. Smaato's self-serve omnichannel monetization solution allows publishers to manage their complete advertising stack in a single location. Monetization technology for advertising enables publishers to maintain free content. Overview Smaato was established in 2005 by Ragnar Kruse and Petra Vorsteher. Smaato gets its name from the Japanese word for "smart". The Empire State Building in New York City is home to Smaato's headquarters. Smaato has offices in Hamburg, Berlin, Amsterdam, Seoul, Pune, Istanbul, Madrid, and Beijing. The company has over 190 employees from more than 40 countries. History Smaato was established in 2005 and one year later introduced its mobile supply-side platform (SSP). In 2012, Smaato launched its real-time bidding ad exchange. Thereafter, the company's focus shifted towards mobile acquisition and expansion of its automation platform's self-service asp ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Magnite Inc
Magnite Inc. (formerly Rubicon Project) is an American online advertising technology firm based in Los Angeles, California. The company was formed following a merger between Rubicon Project and Telaria in 2020. History Rubicon Project was founded in 2007 by Frank Addante, Craig Roah, Duc Chau and Julie Mattern, who had previously worked together at L90/adMonitor, an online advertising network. By April 2009, the company had raised $33 million in venture funding led by Clearstone Venture Partners, IDG Ventures Asia and Mayfield Fund. The company also secured $8 million in venture debt from Silicon Valley Bank. In February 2014, Rubicon Project filed for an IPO and went public in April 2014 opening at over $20 per share. The stock fell back to about $16 per share later in the month. In March 2014, the company was named number two on the top Ad Exchange Entities by comScore. In February 2017, the company released its president and several other top executives. On March 14, 2017, ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Pubmatic
PubMatic, Inc. develops and implements online advertising software and strategies for the digital publishing and advertising industry. PubMatic's sell-side, real-time programmatic ad transaction advertising software puts publishers of websites, videos, and mobile apps into contact with ad buyers by using automated systems, while allowing users to opt-out of having their personal information collected on internet searches. PubMatic has a number of offices in countries around the world. History PubMatic was founded in 2006 by brothers Rajeev Goel and Amar Goel, Anand Das and Mukul Kumar. PubMatic software was developed in Pune, India. In 2011 the company hired Steve Pantelick as CFO, and in 2012 PubMatic raised $45 million from investors. In 2014 PubMatic acquired mobile ad server Mocean Mobile, formerly knows as Mojiva, for $15.5 million. In 2015, PubMatic opened an office in Latin America. By 2016, the firm was operating by storing most of its data on OpenStack private cl ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
