• Demand-Side Platforms (DSPs)
A DSP is a technology layer oi top of display-buying systems that streamlines
the media buying process by using impression-level decisioning based on
multiple parameters and data sources. DSPs help media buyers aggregate.
bid on and optimise digital inventory across multiple sources.
RTB Role: DSPs are at the fore-front of the real-time bidding (RTB)
ecosystem. working with multiple agencies and advertisers to provide the
technology and expertise neeied to support RTB campaigns.
• Ad Exchanges
Advertising exchanges are open marketplaces that allow publishers and
advertisers to connect (same as a stock exchange). They facilitate
transactions, but do not take ownership of inventory.
RTB Role: Most ad exchanges have built RTB capabilities for ad buyers (e.g.
advertisers, agencies. ad networks).
• Supply-Side Platforms (SSPs)
More commonly known as yield managers/optimisers. supply-side platforms
help publishers better manage and price their inventory. Premium publishers
favour SSPs, as they are able to protect proprietary audience data and brand
reputation. SSPs currently represent some of the largest sources of display ad
RTB Role: SSPs facilitate demand from buy-side platforms.
• Agency Buying Desks
Agency buying/trading desks are
specialized entities of
media buying agencies focusing
on media trading and RTB. Each
desk represents an agency.
RTB Role: Agency buying desks
represent the liaison between
advertiser or parent agency and
the platforms used to facilitate
As some agencies don’t
have core RTB technology, they
may partner with a third-party
company such as a DSP to
support RTB campaigns.
• Ad Networks
Advertising networks enable the
publishers of the websites they
represent to sell more inventory.
A website can either be
represented exclusively by a
single network or have
relationships with a number of
The publisher will either use a
network to sell remnant inventory
(to supplement sales by its own
sales team), or it will depend on
the network for all its ad sales.
RTB Role: Some ad networks are
adding RTB capabilities to
facilitate real-time transactions
on behalf of advertisers, agencies
and trading desks.They are
with demand-side platforms for
Econsultancy - Digital Marketers United
Note: This is not a comprehensive list/representation
of companies present in the real-time bidding (RTB)
ecosystem, but is intended as a starting point for
Identifying main parties/platforms and their role in
facilitating RTB transactions.
* App Nexus not a demand-sIde platform, but exclusively
focuses on being a technology provider and partners with DSPs.
** mexad is a Display Engre Marketing (DEM) agency.
• Data Partners
Data partners include data prDviders and data management platforms
(DMP5). Data management platforms allow all parties involved in med a
buying and selling to manage proprietary data, facilitate the usage of
third-party data or port audience data to other platforms. As capabilities of
DSPs extend to integrate other media such as mobile, video and social.
providers of these emerging types of data and analytics/DMPs will become an
increasingly important part of the display advertising landscape.
• Dynamic/Real-Time Creative Optimisation
Dynamic creative optimisation tools help advertisers evaluate and optimise
creative elements n real-time in order to identify the best performing
combinations for their campaigns.
Real-time testing against a specific audience group allows marketers to
personalise messages and optimise their campaigns’ perfomance in a
• Ad Verification and Brand Protection Platforms
Ad verification, as a means of safely and efficiently buying advertising
inventory, is seen by many media buyers as an essential component of their
advertising strategy. Ad verification entails a post-campaign auditing
methodology that enables campaign reconciliation, while brand protection is
more preventative in nature by validating an ad call before ad serving
Brand protection platforms investigate audiences, media destinations and
advertisers to provide assurance that ads are not inappropriately placed.
• Ad Exchanges
CONTEXTWEB - Where buyers and selers win
OpenX - take control of your advertising
The Weather Channel - weather.com
•Agency Buying Desks
• Demand-Side Platforms/Technology
PubMatic - Make every impression count
• Dynamic Creative Partners
• Ad Networks
adconian MEDIA GROUP
Supply side - Publishers