The key participants in the online advertising are:
- Advertiser
- Agency
- DSP
- SSP
- Publisher
Advertiser
The advertiser is the manufacturer who wants to sell his products or services in the market to gain profits. He is the person who is looking for showing his ads on publisher websites.
Agency
An Agency works on behalf of advertisers. The agency responsibilities include creating the media plans, creating reports for the advertisers etc,.
DSP
DSP is the short form for Demand Side Platform. Demand Side Platforms are online tools that help the advertisers or agencies to buy an ad space on the publisher website. Ex: MediaMath, AdRoll, Criteo etc,.
SSP
SSP is the short form for Supply Side Platform. Supply Side platforms are online tools which help the publisher in selling ad space on the publisher website to the advertiser. Ex: DFP, Pubmatic, OpenX, AppNexus, Yahoo Right Media and AOL etc,.
Publisher
The Publisher is one who owns a website and he is ready to sell space to the advertiser. The publisher looks for the advertisers who wants show their ads on his website.