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Ad Exchange definition

Ad Exchange

Technology platform where programmatic advertising transactions are carried out connecting demand (DSP; demand side platforms) and supply (SSP; supply side platforms).

Advertising
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More terms of Advertising

Tech Tax OTT/CTV

Term used to define the costs applied for the use of technological solutions of the programmatic ecosystem. Among these fees are those applied for using SSP, Ad Exchange, DSP, DMP and the agencies' trading desks.

Advertising

Second Price Auction OTT/CTV

Bidding model where the winner of the tender for ad impression pays one cent more than the second highest bidder.

Advertising

Third-Party Data OTT/CTV

Aggregated data from platforms and data providers used to enrich programmatic campaigns.

Advertising

Preferred Deal/Unreserved Fixed Rate OTT/CTV

Offer variant in the private market where a publisher or SSP offers inventory at a predefined price.

Advertising

Ad Server OTT/CTV

Technology that allows advertising to be served on digital media, facilitating the segmentation of campaigns. The system keeps statistics of the results generated by the actions as well, favouring their analysis and optimization. There are two main types of Ad servers: Support, in charge of serving the campaigns in the publisher, prioritizing them according to the publisher's business priorities. Agency, which facilitates the monitoring of the campaigns served by the publishers' Ad servers, making it possible to break up data, and measures the effects of the campaigns on the digital properties of the advertisers.

Advertising

CPM OTT/CTV

Stands for cost per thousand impressions. The cost that an advertiser must pay for 1000 ads to be served.

Advertising

DSP OTT/CTV

Stands for Demand Side Platform. Technological system that makes it easier for programmatic digital advertising buyers to carry out automated campaigns on different aggregated traffic sources and segment them with data from different sources. In addition, it favors automatic optimization depending on campaign results.

Advertising

Programmatic Advertising OTT/CTV

System that automates the purchase of online advertising campaigns.

Advertising
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