The Programmatic Ecosystem
Who are the key players in programmatic ad market?
In its simplest form:
1) there are those who want to buy online advertising (Demand Side Platform, DSP),
2) those who want to sell (Supply Side Platform, SSP), and
3) those who facilitate the transaction (Ad Exchange)
Of course, in reality, there is more to it. Including key inventory providers (on the supply side), and buyers (on the demand side) and all other ancillary services, for online display media, the most recent market map (2015) looks something like this: