OpenRTB

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.

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%.