{"page":"/blog/what-is-programmatic-advertising","modified":"2026-11-10","license":"https://creativecommons.org/licenses/by/4.0/","columns":["Part","Works for","What it does","Examples"],"rows":[["Demand-side platform (DSP)","Advertisers and agencies","Holds campaigns, budgets and targeting; reads each bid request and decides what to bid","The Trade Desk, Google Display & Video 360, Amazon DSP, Yahoo DSP"],["Supply-side platform (SSP)","Publishers and app owners","Packages ad slots, sets floor prices and deals, sends bid requests to buyers","Magnite, PubMatic, Index Exchange, OpenX"],["Ad exchange","The marketplace itself","Runs the auction that matches bids to impressions; now usually built into an SSP","Google Ad Manager's exchange, the exchanges inside the SSPs above"],["Ad server","The publisher (advertisers run their own as well)","Makes the final choice between direct campaigns and programmatic bids; delivers and counts the ad","Google Ad Manager, Kevel, Equativ"],["Data and measurement","Mostly buyers, increasingly sellers","Audiences, identity, consent signals, checks for viewability and fraud","Data management platforms, customer data platforms, clean rooms, DoubleVerify, Integral Ad Science"]],"sourceUrls":[[],[],[],[],[]]}