CDP

DSP

Demand-Side Platform. Software for buying programmatic inventory. DV360, TTD, Amazon DSP.

SSP

Supply-Side Platform. Publisher tech for selling inventory. Google Ad Manager, Magnite.

DMP

Data Management Platform. Organizes audience data for targeting. Being replaced by CDPs.

RTB

Real-Time Bidding. Auction where each impression is bid on in milliseconds.

PMP

Private Marketplace. Invite-only programmatic auction with premium publishers.

Header Bidding

Simultaneous auction across exchanges before ad server. +20-40% publisher yield.

Bid Shading

Algorithm reducing first-price bids to estimated second-price. Saves 15-25%.

Open Exchange

Public RTB marketplace where any buyer can bid on available inventory.