How DSPs, SSPs and AdExchanges Work
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When a user visits a website, the publisher's ad server sends ad calls that include the user's cookie ID. This ID is passed through demand-side platforms, supply-side platforms, and ad exchanges to multiple advertisers as they bid on placing ads. The winning bidder's ad creative is sent back to the publisher's ad server and displayed to the user.
How DSPs, SSPs and AdExchanges Work
- 1. Ryan GovindanRyan Govindan How DSPs, SSPs and AdExchanges Work Ad Calls >> Cookie ID >> Cookie Stamps >> Winning Bids > Final Ad m Publisher Website Publisher AdServer Advertiser / Marketer AdServer Demand-Side Platform 4 Demand-Side Platform 3 Demand-Side Platform 2 Demand-Side Platform 1 AdNetwork SSP / Exchange SSP / Exchange RTB Auction User / Customer Legends Standard Ad Calls Cookie ID Passed Cookie Stamps / Request Winning Bids Final Ad Creative 1 2 3 4 5 6 7 7 7 7 7 8 8 88 8 910 11 12 13 14 Courtesy: AdOpsInsider ryangovindan.com