I wrote a post about RTB in my last post where I explained about RTB, DSP, SSP & Ad Exchange. You would like to have a look at the same.
SUGGESTED READ –
- Real Time Bidding (RTB)
- List of DSP Platforms or RTB Platforms
- List of Supply Side Platforms (SSPs) or Ad Exchanges
I would like to mention about probable difference b/w SSP vs AD Exchange.
What are the Difference b/w SSP Vs Ad Exchange?
|1.||SSP are aggregators of publishers which aggregates ad inventory from various publishers.||They are aggregators of SSPs. They may have direct publishers as well, however that is very unlikely.|
|2.||SSP provides tools to publishers.||Ad Exchanges don’t provide any such tools however just enable connecting SSP to DSPs|
|3.||SSP send bidding request to Ad exchanges.||Ad exchanges process bidding requests received from SSP & sends the response back to SSP as well as DSP.|
|4.||SSPs are connected to DSPs via Ad Exchange||Ad Exchanges are connected to both SSP as well as DSP so It works as a bridge between SSP & DSP|
|5.||SSP’s customers or clients are publishers||Ad exchanges customers are DSPs. DSP’s customers are media buyers or advertisers.|
|6.||SSPs are not private which means they don’t have such arrangement wherein they are not open to all.||There can be private exchanges as well which are used only by an advertiser or an agency.|
|7.||SSPs do provide services to their publishers. They have direct relationships with large publishers to manage their inventory.||Exchanges are automated technology platforms that facilitate transactions between SSP & DSP.
|8.||SSPs typically have higher gross margins than exchanges because they are able to layer on services such as data management, prioritization fees, video, etc.||Ad exchanges comparatively have less margins.|
|9.||SSPs may have direct advertisers as well||Ad Exchanges only have advertisers from DSPs|
|10.||Examples of SSPs are Rubicon, Pubmatic, Admeld etc.||Examples of Ad Exchanges are AppNexus, Right Media, DoubleCLick AdX.|
Although there are many differences however nowadays things have got merged so there is typically no difference between an SSP & Ad Exchange. SSPs come with ad exchanges built in.