Programmatic Advertising

“Programmatic” ad buying typically refers to the use of software to purchase digital advertising, as opposed to the traditional process that involves RFPs, human negotiations and manual insertion orders. It’s using machines to buy ads, basically።

These are two interdependent categories of the same process - RTB. SSP stands for publishers, and DSP - for advertisers.A very primitive example - I'm the owner of a site that sells shoes and I need a place (and target impressions) to advertise my product. I'm an advertiser. DSP - an auction system for advertisers. Advertising inventory offers by SSP. I can buy this inventory through RTB.

SSP (Supply/Sell Side platform) - technology platforms for web publishers,by which advertising networks or individual sites can sell their advertising space (inventory). Most often, SSP sell advertising inventory via RTB, but they can also work with the model of direct sales.

The purpose of SSP - to sell places for banners as more expensive as possible.( This places is prepared by publisher on his site.)

DSP (Demand Side platform) is a system that allows buyers of digital advertising inventory to manage multiple ad exchange and data exchange accounts through one interface

The purpose of DSP - as cheap as possible to buy impressions (ad inventory means not only place for ad, but target impressions too, it is two parts of one unit) of the audience, most appropriate to the requests of the advertiser. In fact, DSP allows advertisers to buy an audience, but not specific locations for advertising.