Oleg Zabluda's blog
Thursday, September 06, 2018
the internet started to grow at an unprecedented rate, and a massive oversupply existed. It resulted in a lot of ad inventory left unsold and not being monetized. Publishers grew at a much quicker rate than advertisers and it was getting harder for advertisers to consume the supply available to them.

Next, a new group within the advertising ecosystem emerged and called themselves Ad Networks. What this group did was categorize a publisher’s unsold ad inventory [...] Premium ad inventories were sold the original way with a direct relationship between advertisers and publishers. Remnant ad inventories were the unsold or leftover ad space of a publisher that got sold through ad networks.

With this new development, the selling process became more complicated for publishers, and they had to find a way to manage who was gaining access to their inventory for resale to agencies and advertisers. That is how an SSP or Supply Side Platform was invented.
At the other end of the spectrum, DSP’s or Demand Side Platforms started to emerge to assist agencies and advertisers with the buying side.
DSP’s and SSP’s developed and improved their technology leading to an infrastructure integrating both platforms and allowing buyers and sellers to perform programmatics with real-time bidding or RTB.

Using all these automated and data-driven techniques resulted in a programmatic way to buy and sell digital media. Which created the term programmatic to categorize the industry.
Originally advertisers would buy impressions in bulk [...] With Real-time bidding, an auction environment was created where advertisers can show specific ads to a particular set of audiences based on data points about that audience.


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