Programmatic Advertising 

Ad exchanges between Advertiser/Brand(Seller) & Publisher /Supplier(Buyer)

References:

Bidding & Ad Network:

• Programmatic Ads 101 - Full Playlist
• Programmatic Ads (Article) (with examples) - Link

Performance & Ad Techniques:

• Real Time Bidding  (Article) - Link
• Metrics: CPA,CPM, CPC, CTR (Video)- Link
• Ad Placement (Article) - Link

Header Bidding

• Intro + Implementation (Article) - Link
• Prebid.js (Open Source Header Bidding lib) - Link

Google Adwords

• Ad Auctions+ Ad Ranking    -  Link  |  Link

• Quality Score - Link

Terms 

1. Advertisers - Business that needs to buy “Ad Space” to promote Ads

2. Publishers/Supplier - Sites/App Owners that sell their (Ad Space/Inventory) 

3. Ad Agency  - Helps Advertisers create Ad Campaigns

4. Ad Exchange - Place where Ad Space/Inventory is Auctioned

5. Demand Side Platforms (DSP) - for Brand/Advertisers   Adsense Seller App

   • Buys Ad space from Providers via Ad Network’s Ad Exchange

6. Data Management Platform - Collect User’s Info for better targeting .(location, demographics, user behaviour, and online activity.)

7. Supply Side Platform (SSP) - for Publishers / Supplier  Adsense Buyer App

   • Set bid range, allow publishers to supply Ad Space which Brands can bid on and buy