“DSPs, SSPs, DMPs, ad exchanges and ad servers are all components of the programmatic technology “stack” – and these technology platforms iterate rapidly with new features of increasing sophistication.”
Note: Source for this text is at the bottom of this post.
“Real-time bidding sounds high-tech but straightforward. When a consumer visits a website, his browser communicates with an ad server. The server sends a message to an exchange to provide data about that user, such as ...