Everyone knows both ends of the chain in programmatic advertising: a publisher sells ad space and an advertiser has a creative that they would like to show to relevant users. What exactly happens in between? Right there, where the buyers and sellers finally connect, is what is commonly known as a “bid request” The bid request comes in at the point of the RTB auction, which happens between the DSP and SSP (right in the middle of the RTB supply chain). The RTB supply chain, in programmatic advertising, is typically used to refer to an open system where the buy side and sell side are independent entities (in contrast with walled gardens and ad networks that combine both sides). Read on to learn more!
Read More"Unboxed" is a series aimed to simplify some of common terms in the advertising industry.
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