Ratko Vidakovic says, “It is universally acknowledged that the ad tech industry is complex. Some would sayoverly complex. As a result, you will often hear people in the advertising world throw around terminology in embarrassingly incorrect ways.

I don’t want you to be one of those people, so I’m writing this series to shine some light on the fundamentals of modern ad serving. My goal is to provide some clarity as to how most of the phrases we hear today — like programmatic direct, private marketplaces,open auctions, and so on — fit into the big picture.

Since ad serving is where the rubber meets the road, it seems like a logical place to start our journey. It helps to view the ad-serving world from the point-of-view of the publisher; after all, they ultimately call the shots when it comes to how their ad inventory is served from a technology and priority perspective”.

Navigating The Modern Ad Serving Stack, Part 1: Direct Orders

Marketing Land

Sharing is caring