Header Bidding

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.

CDP

Customer Data Platform. Unified customer database from all sources. Future of targeting.

RTB

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

PMP

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

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.