Oleg Zabluda's blog
Thursday, September 06, 2018
 
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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.
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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.
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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.
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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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https://www.monetizemore.com/blog/programmatic-advertising-explained/

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