We are back with yet another edition of our Programmatic Survival Guide, brought to you by AppLift and Pretio Interactive. So far in our four-part series, we have explained the key terms in programmatic and went over how a Demand-Side Platform (DSP) works in a programmatic environment. Today, we present to you how a Supply-Side Platform works.
For running programmatic campaigns on a mobile app or page, publishers connect their inventory to the SSP. Publishers then share data about each impression made available with the SSP, such as content of the page of an app where the ad appears and user data such as geography, demography etc. Before an RTB auction begins, publishers may choose to set a price floors or minimum bids they are willing to sell each impression for. During an RTB auction, the SSP plugs into the exchanges, networks and DSPs, searching for the highest bidder for each impression. The impressions are selected through RTB and bid is placed based upon what value the impression holds for the advertiser. If the bids are won, the ad is shown on the publisher’s app or page. The DMP collects and analyzes user data, such as how much time a user has spent on the page and the number of actions that were made, and reports to the publisher. The publisher reviews the data and can create new price floors or advertiser black/white lists to yield the highest return for their placements.
Check out the infographic to learn more about these steps.