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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).

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More terms of Advertising

Real Time Bidding (RTB) OTT/CTV

Real-time offer consisting of an offer request and a response to it. The offer request is triggered when a user visits a page. The request data (user location, browser history, website, device) is offered for sale through an SSP and an Ad Exchange. A DSP connected to this Ad Exchange responds to this offer with price and creative data (response to offer). The highest bid for the placement wins and the ad is served. All of this happens automatically and in milliseconds.

Advertising

Automated Guaranteed OTT/CTV

Automated advertising transaction in the private market where an advertiser buys placements at a fixed price for a limited period of time. It is the variant most similar to purchasing traditional non-programmatic media.

Advertising

VPAID OTT/CTV

Script that tells a video player which ad to play, the duration of the ad, when to show it, and where to place the play, pause, etc. actions.

Advertising

Open Auction OTT/CTV

Open auction where a publisher facilitates access to his inventory to all bidders connected through the SSP. The highest bidder wins the impression.

Advertising

Multiscreen OTT/CTV

OTT operator service where the user can view digital content on one or more connected devices posses the installed software.

Advertising

Private Auction OTT/CTV

Offer variant in the private market where the publisher selects a series of specific advertisers to participate in the bidding of their inventory, access being restricted to others.

Advertising

DEAL ID OTT/CTV

Tag that allows to identify an agreement between buyers and sellers in the programmatic ecosystem. For example, buyers can purchase inventory at defined prices on a private exchange that may not be available to other bidders.

Advertising

Midroll OTT/CTV

An advertisement in online video format that is played during a pause of the content, also in video format, being played.

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