The Programmatic Advertising industry is infamous for its intensive use of jargon, abbreviations and sometimes obscure concepts.
For newcomers, and sometimes even veterans, this can be confusing at times, so in this article you will find commonly used expressions and their meaning explained as simply as we could.
AdTech: contraction of Advertising Technologies. AdTech refers to software, systems, architectures or companies that power the Programmatic Advertising industry.
Ad Exchanges: AdTech systems where auctions take place to allow media buyers to purchase advertising inventory programmatically.
DSP: Demand Side Platform: AdTech software allowing media buyers to connect to ad exchanges to purchase advertising inventory programmatically. Ad360 is a Demand Side Platform!
RTB: Real Time Bidding: a protocole that allows media buying to be purchased in automated auctions where the highest bidder gets to deliver their ad to the publisher. Usually these auctions happen in real time as internet users are loading the publisher's webpages. For more details on RTB, feel free to read our explanation article in this Help Center: What is RTB and Programmatic Advertising?
Programmatic Advertising: refers to any form of advertising which is purchased in an automated way using AdTech. For more details on Programmatic Advertising, feel free to read our explanation article in this Help Center: What is RTB and Programmatic Advertising?