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Hundreds of businesses were affected, including ad agencies, demand-sideplatforms, ad networks, SSPs, data providers, ad verificationservices, and more. This slight anomaly proved as Business Insider pointed out, “a 40-second server malfunction at just one vendor could cause a large ripple effect.”
As demonstrated, in the process of ad inventory being bought and sold on a per-impression basis, Ad Exchanges act as the platform where publishers and advertisers come together to trade digital ad inventory This marketplace (Ad Exchange) uses DSPs (Demandsideplatforms) to assess the ad inventory available to the advertisers.
Powered by machine learning algorithms, programmatic mobile ad buying enables advertisers to purchase mobile ad inventory automatically via a demand-sideplatform (DSP). Marketers only need to set up the campaign; the platform does the rest. However, most DSPs are equipped with traffic verification and other features.
They’ll either use proprietary technology or a DemandSidePlatform (DSP) to buy and optimize media campaigns on ad exchanges, ad networks and other available inventory sources they are connected with. Verification Tech Verificationservices add an additional layer of tech to each ad campaign.
DemandSide The demandside is much broader than the supply side because it includes advertisers, demand-sideplatforms, media buyers, networks, and anyone who wants to purchase traffic from publishers. Advertisers need to keep an eye on the target audience for obvious reasons.
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