A Client /Brand is able to deliver campaigns either directly (if they have in-house capabilities) or in most cases via their agency.

ATD – Agency Trading Desk: A team or department responsible for an agency/agencies programmatic buying. This department will be using one or many DSP’s, while also undertaking various planning, optimizing and reporting functions.

Exchange – Virtual Marketplace where the sale (or offer of sale) of an impression takes place.

DSP – Demand Side Platform: Technology platform that enables a buyer to access programmatic inventory then setup, manage and optimize their programmatically delivered campaigns.

SSP – Sell Side platform: Toolkit for the publisher/media owner to define, package, avail and control their inventory. Pricing, protection, optimization and reporting can all be managed from within this platform.

DMP – Data Management Platform: a technology platform that allows the collection, organization, activation and analyzing of various data points at scale.