Programmatic Advertising relies on two main technologies: A supply-side platform (SSP) and a demand-side platform (DSP). Publishers utilize SSPs to manage, sell, and optimize ad space, while advertisers use DSPs to purchase ad inventory. Here’s an overview of the process:
1. A user visits a website.
2. The website communicates with the SSP, which connects to digital publishers.
3. The SSP offers user information to the DSP.
4. Advertisers place bids through the DSP.
5. The highest bid at auction wins an ad spot on the website.