AdNews x PubMatic: The adtech acronyms marketers need to know

By AdNews | 21 July 2020

The adtech industry is known to love an acronym or five.

From DSPs and SSPs to PMP and DMP, it can be hard to keep up with what each stands for and what their role is in the adtech ecosystem.

Advertising technology platform PubMatic has compiled a list of terms to help marketers boost their knowledge of programmatic and the adtech industry.

Here are six acronyms you should remember if you’re looking to work with programmatic:

Agency Trading Desk (ATD): Specialized media buying groups most commonly working within (or for) an advertising agency; serve as a managed service layer between an agency and a demand-side platform (DSP) or other audience buying technology.

Data Management Platform (DMP): Platforms that collect, manage, optimize, organize, segment and share large amounts of first- and third-party data, making the data flexible and actionable to perform a range of services including advanced targeting of consumers across digital platforms.

Demand-Side Platform (DSP): A company that handles automated media buying for advertisers using unified targeting, data, and real-time bidding (RTB) optimization via a bidding algorithm. AKA: Buy-Side Platform.

Private Marketplace (PMP): A tactic by which advertisers are able to display ads to users, using scanning technology, based on the content of the webpage they are viewing. This is becoming popular again with the enforcement of General Data Protection Regulation (GDPR) and consent-based advertising.

Supply Path Optimization (SPO): A broad array of algorithmic and manual tactics used by DSPs to streamline how they work with SSPs. SPO became popular due to the rise of header bidding, as it lead to a duplicative view of publisher inventory and resulted in more complicated auction dynamics and increased queries per second (QPS) for DSPs.

Supply-Side Platform (SSP): A full-stack software platform used by publishers to automate the buying and selling of digital advertising inventory across channels, screens and ad formats. SSPs provide ad decisioning and ad serving functionality, as well as quality controls and analytics. AKA: Sell-Side Platform.

For the full Ad Tech Glossary, register to watch A Marketer’s Guide to Programmatic.

Brush up on your adtech and programmatic knowledge and learn more on header bidding, deal IDs and more.

A Marketer’s Guide to Programmatic is presented by PubMatic and powered by Redback Connect.

Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at

Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.

Read more about these related brands, agencies and people

comments powered by Disqus