Going Once! Going Twice! Sold – Behind the Scenes at an Ad Call

We’ve all seen ads while browsing the internet. They’re easy to take for granted – some of us ignore them, while others get pulled in and engage with the ad. Today, I’ll be sharing with you a peek behind the scenes of the ad call – the simple, yet extraordinary process by which a winning ad is shown to you.

When you browse to a website, the website’s server gets a request and displays the page content.

The website has an ad tag, which takes it to the publisher’s ad server. From there, the website will communicate with a Supply Side Platform (SSP), which then conducts a SSP Auction.

Here, several Demand Side Platforms (DSPs) make bids based on the info on the web user, they find an ad that matches best to them and they make a bid. The DSPs themselves may have an auction to determine which ad and bid they put forth to the SSP.

The SSP awards the ad placement to the highest bidder and sends the info back to the SSP, who forwards it to the website, who then requests the ad from the Advertiser’s Ad Server, which then sends the ad to the website to be displayed.

All of this happens in a fraction of second, all in the time it takes for a site to load. Check out the video below to learn more!

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