Ad Exchange:

Advertising exchange platform. It is part of the DSP and makes the immediate connection with the SSP. Its engine is real-time bidding.

Adserver

Data audit platform contracted by the client to account for the delivery of results. Generally, a code is inserted in the URL (utm) or through the hosting of the creatives on different platforms (html5 for example).

Black list:

List of sites to block to not appear in ads.

Programmatic Buying

Real-time advertising purchase, executed by software and algorithms.

CPM

Cost per thousand (thousand impressions) basic buying model in DSP. It is a FIXED buying model.

DMP

Data management platform. It is mainly used to create and utilize audiences outside of the DSP.

Difference between DSP and Ad Exchange

The DSP handles the management, allowing us to upload creatives, choose segmentations, etc. The ad Exchange is just the robot that bids for the advertising spaces.

DSP

Demand Side Platform (DSP) -> platform that manages the programmatic buying for the brand or client.

eCPM

Dynamic cost per thousand. Allows the DSP to raise or lower the bid to obtain the space. Ideal for performance models.

PMP

Purchase deal with some site. It is a "manual" process that requires human resources to close it. It connects through a code or number in the DSP at the time of the setting.

SSP

Supply Side Platform (offer) -> platform that manages the inventory of advertisers or publishers.

White list

Firs Party Data (1P)

Audiences specific to the advertiser. Mainly obtained from the advertiser's site. (collected by pixel).

Second Party Data (2P):

Audiences from another site. These audiences are purchased. Example: Mattel audiences used for Hasbro through and hosted on a DSP.

Third Party Data (3P):

External hearings. DMPs.

Pixel

Code embedded in the website that generates audiences for us through cookies. Mainly generated through the user's purchasing behavior. (first party data).