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?
S.NO. |
SSP |
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. |
Conclusion
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.
Informative article, just what I was looking for.