DSPs and SSPs: The engines powering digital advertising.

Written by: Phillip Nones

DSPs and SSPs – they’re more than just acronyms.  Demand Side Platforms (DSPs) give advertisers the ability to purchase ads on-the-fly through a process known as real-time bidding.  They’re popular because they allow advertisers to reach their intended targets seamlessly and instantaneously.

In simple terms, DSPs enable you to purchase ads by bidding on incoming impressions within the milliseconds it takes for a web page to load.

Supply Side Platforms (SSPs) are the publisher’s counterpart.  They start the process by sending information about the incoming impression to an ad exchange – along with data including what the ad unit is, where it’s located, when it will appear, plus relevant demographic and geographic information associated with the impression.

If it’s a good match with your requirements, the DSP will place a monetary bid on the impression – determined based on a variety of factors.  SSPs then select the bid that’s the highest and serves the ad accordingly.

It all happens in the blink of an eye – and yes, it requires advertisers to have faith in the veracity of the system.

Many digital advertisers find DSPs to be an essential tool because they remove so much of the human negotiation out of the ad buying process.  They also support digital ad buying across multiple channels – display, mobile, video, social and search.


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Important COVID-19 Announcement

At Mullin/Ashley, we’re very concerned about the well-being of our customers, employees, business partners and communities currently battling to control the COVID-19 (Coronavirus) threat.

Maryland Governor Larry Hogan announced that effective Monday, March 23, 2020, all non-essential businesses in the state must close their offices.  A follow-up pronouncement on March 30 instituted further “stay-at-home” orders for Maryland residents.

We are complying with these mandates.  In fact, in anticipation of the Governor’s announcements, we had already taken steps to reduce our social footprint by setting up all Mullin/Ashley employees to work from home, with no interruption in the delivery of services.

In addition, travel activities by our staff have been severely curtailed since early March.

By taking these steps, we’re committed to continuing to provide our customers with the services they need, even as we work to reduce our social footprint.

As of July, certain workplace restrictions have been lifted but social distancing mandates continue in force.  We are monitoring the situation on a daily basis and will continue to take all necessary steps to minimize the risks from the COVID-19 virus.  Thank you for your patience and understanding as we work collectively to control the Coronavirus threat.

— The Mullin/Ashley Team