The Programmatic Primer: Supply-side platforms (SSPs) in the online advertising ecosystem
This article is part of The Programmatic Primer, Warc's essential guide for advertisers to the latest online advertising techniques. The report includes detailed advice on how to work with companies in the online advertising ecosystem, plus use cases of programmatic in action. View a PDF version.
Need to know: Supply-side Platforms (SSPs)
- In the ecosystem, a consumer about to see an ad on a publisher page is an opportunity. It is the job of the supply-side platform to get full value (that is, yield) for...