2. Publishers Sell space on their website
Finding the right partner (ad network and or ad exchange (marketplace))
The more information about the audience – the higher the bid will be
Stop irrelevant or inappropriate content:
Most networks (marketplace) provide tools for publishers to block content, and set parameters for the types of ads that are allowed on their sites
Private marketplace - access to analytics, brand control, and price negotiation for your inventory.

3. Advertisers DSP (demand size platform)
Real-time bidding (RTB) & audience buying
Centralized campaign management
Unified campaign tracking and reporting
Optimization to meet the advertisers objective

4. Real Time Bidding (RTB) Process
Publisher makes their ad inventory available in the ad exchange
The ad exchange holds an auction for each impression
A bid request is sent to each DSP, who will place a bid on behalf of the advertizers
DSP evaluates each impression and determines bid amount based on its value to the advertiser
Winning bid is chosen, and ad is shown on the publisher site
Process takes milliseconds

5. Ad server
DSP
Ad exchange
Ad network
DSP
Ad network
DSP

6. DSP types of buy Open Auction Private Exchange Private Marketplace
Participation restricted to select buyers/advertisers
Private Marketplace
Pre-negotiated fixed pricing
Within exchange enviroment
Guaranteed Direct
Negotiated directly between seller and buyer
Reserving inventory
Fixed pricing