Which of the following options correctly represents the selling and buying process in a programmatic environment?
- Through an SSP/Exchange platform, advertisers report how much they are willing to pay for an inventory. When a user visits a website, a publisher connects to those platforms to decide who wins the bid.
- Advertisers manage campaigns through a DSP platform by defining (among other parameters) how much they are willing to pay for the available inventory. When a user visits a website, the publisher connects to SSP/Exchange platforms which, in turn, connect to DSP platforms to auction the inventory and decide who wins the bid.
- Through an SSP/Exchange, advertisers communicate directly with publishers to buy the inventory that interests them most. Then, the DSP auctions those spaces. The inventory is auctioned
regardless of whether there are users that see that ad space. - Advertisers receive an alert every time a user visits a website. Through a DSP, they can purchase inventory on that site. The SSP/Exchange platform submits the offers to the publisher so that they choose an ad.