How programmatic advertising works

There are two well-defined “sides” in programmatic advertising, one is the buyer or advertiser and the other is the publisher.

On the advertiser side, the DSP (Demand Side Platform) is used, this is where the advertiser will define their campaign KPIs and the digital media where they want it to be displayed (Mobile, desktop, DOOH, etc).

On the publisher side is the SSP (Supply/sell side platform), where the media owner uploads all their inventory to be offered.

In the AdExchange is where supply and demand meet, optimizing the best inventory to display the campaign according to the KPIs defined by the advertiser and the information of each medium.