Changing the Game
We’re the only open-source advertising company, with a global presence from North America to Asia Pacific. Our goal is simple, bring freedom to advertising. You can use our publishing and advertising stacks for free, forever. We can help support your self-hosted deployment, or you can manage and support it yourself. Don’t want to deal with the technical details? We can host a managed solution for you. We don’t charge on a per-impression basis, so never worry about those pesky margins again. Whether you’re an advertiser, publisher, or a participant in the advertising ecosystem, let us empower you.
Providing the Best Solutions
Access and manage any screen including mobile phones, connected televisions (CTV), or even digital-out-of-home (DOOH) devices. We can host the solution on your infrastructure (cloud or bare-metal), or you can manage it yourself.
Advertisers
- Control the quality of the inventory you transact on, using Human and Pixelate.
- Real-time visibility and analytics into the individual impressions you purchase.
- Fine-grained control over audience segments you’re interested in.
- Integrate into DMP vendors for high-quality audience demographics.
- Full-funnel tracking, from click to activation.
Publishers
- Scan your inventory, using Human and Pixelate, before it reaches advertisers.
- Filter malicious and low-quality advertising media using The Media Trust.
- Create custom private deals over multivariate audience segments.
- Real-time visibility and analytics into the individual auctions you source.
- Fine-grained control over the advertising media distributed through your properties.
Meet Our Partners
Lululemon Athletica
Lululemon Athletica is one of the top luxury fitness brands worldwide. In just over two decades, Lululemon has grown from a small yoga studio in Vancouver, Canada to a multinational athletic apparel company worth more than 39 billion dollars.
The Interpublic Group of Companies (IPG)
IPG is a global provider of marketing solutions. With their approach of human-centered marketing, IPG uses data to identify real people and build engaging marketing experiences across all areas.
Transsion Holdings
Transsion Holdings is the largest smartphone manufacturer, by sales, in Africa, with a strong presence in the Middle East, Southeast Asia, South Asia, and Latin America. Itel, Tecno, and Infinix are brand names housed under Transsion Holdings.
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Programmatic Advertising vs RTB
Although programmatic advertising and real-time bidding (RTB) are related concepts within the digital advertising ecosystem, they are not the same. Here’s a brief explanation of the key differences between them:
Programmatic Advertising:
- Programmatic advertising is the data-driven automated process of buying and selling digital advertising inventory. This includes display ads, video ads, and native ads.
- It encompasses various automated advertising techniques that include direct deals, private marketplaces, guaranteed deals as well as real-time bidding.
- Programmatic advertising enables advertisers to target audiences based on specific demographics, allowing them greater precision and efficiency, through the use of data-driven insights and algorithms to make ad buying decisions.
Real-Time Bidding (RTB):
RTB is a specific subset of programmatic advertising. It’s the auction-based method of buying and selling ad impressions in real-time, on a per impression basis.
- In an RTB auction, an ad impression becomes available for auction when a user visits a website or app. Advertisers are able to submit bids for that particular impression based on the audience they’re aiming to target as well as campaign goals and budget.
- The highest bidder in a RTB auction wins the impression and has their ad displayed to the user in mere milliseconds.
- RTB is heavily dependent on algorithms and data to determine bid prices and target specific user demographics, making it a highly efficient way to purchase ad inventory.
In summary, programmatic advertising is a broader concept that encompasses various automated methods of buying and selling digital ads, while real-time bidding is a specific method within programmatic advertising that involves auctioning ad impressions in real-time. RTB is a key component of programmatic advertising, but programmatic advertising can also involve other methods like direct deals and private marketplaces. Both programmatic advertising and RTB aim to improve ad targeting, efficiency, and effectiveness through automation and data-driven decision-making.
Demand-Side Platform
A Demand-Side Platform (DSP) is a software used in the world of programmatic advertising that automates the buying of digital advertising space. DSPs are mainly used by advertisers and agencies to purchase digital advertising inventory in real-time auctions. This includes display, video, mobile, and native ads across a variety of websites and apps.
Here’s a breakdown of how a DSP typically works:
Advertiser’s Campaign Setup: Advertisers and agencies use a DSP to set up their advertising campaigns. This includes defining their budget, bidding strategies, ad creatives and their target demographics.
Real-Time Bidding (RTB): When a user visits a website or an app, an auction occurs in real-time known as Real-Time Bidding. Advertisers are able to submit their bids to the DSP, establishing how much they are willing to pay to display their ads to that specific user.
Audience Targeting: Advertisers are able to target specific user segments with their ads through the use of DSPs. With the use of data and algorithms, DSPs are able to effectively target specific audiences based on demographics, behaviors, interests, and other criteria. This allows advertisers to reach their desired audiences more effectively.
Ad Selection: The DSP evaluates all available ad impressions in real-time and selects the one most relevant to the advertiser’s targeting parameters and bid amount.
Ad Serving: The DSP sends the creative content to be displayed to the user in the ad space on the website or app once the ad is selected.
Tracking and Optimization: Advertisers have access to tools through the DSP that allows them to track the performance of their campaigns in real-time. They have the ability to analyze metrics such as impressions, clicks, conversions, and return on investment (ROI). Advertisers can then adjust the settings of their campaigns based on this data in order to optimize their advertising efforts.
DSPs are an essential component of the digital advertising ecosystem because they provide advertisers and agencies with a centralized platform to manage and optimize their digital advertising campaigns across numerous ad exchanges, publishers, and ad networks. They allow advertisers the ability to reach their target audience more efficiently and effectively resulting in better campaign results.
In contrast to DSPs, there are Supply-Side Platforms (SSPs) that are used by publishers to manage and sell their ad inventory to advertisers and DSPs. SSPs and DSPs work together to facilitate the programmatic buying and selling of advertising space.
Supply-Side Platform
In the digital advertising ecosystem, a Supply-Side Platform (SSP) is a software or platform used to help publishers, such as website owners, app developers, or content creators, to manage and optimize the sale of their advertising inventory, specifically the available ad space on their apps or websites. SSPs are a crucial part of the advertising landscape.
Here’s a breakdown of what an SSP does:
- Inventory Management: SSPs are used by publishers to organize and manage the available ad inventory. This includes ad formats such as display ads, video ads, and native ads.
- Ad Auctions: Publishers are able to offer their ad impressions for sale in real-time auctions via SSPs. These auctions take place in milliseconds as a user visits a website or app, and advertisers bid on the available ad slots.
- Ad Exchange Integration: SSPs connect with Ad Exchanges, which are platforms where advertisers and their Demand-Side Platforms (DSPs) participate in bidding for ad impressions. This real-time auction process ensures that the publisher gets the highest possible revenue for each ad impression.
- Ad Quality Control: SSPs include tools that allow publishers to set rules and criteria for the types of ads that can appear on their websites or apps. This allows publishers to maintain control over the quality and relevance of the ads displayed to their audience.
- Real-Time Reporting and Analytics: SSPs provide publishers with real-time data and analytics that allow them to monitor ad performance, revenue, and other key metrics. This data helps publishers make informed decisions about optimizing their ad inventory.
- Ad Yield Optimization: SSPs use algorithms and data analysis to optimize the pricing of ad impressions in real time. This helps publishers maximize their advertising revenue by selling ad inventory to the highest bidder.
Overall, SSPs empower publishers to effectively and efficiently monetize their digital properties while offering advertisers access to a wide range of online audiences. SSPs are a crucial part of the programmatic advertising ecosystem, facilitating the buying and selling of digital ad impressions on a large scale.
