广告名词
DSP：需求方平台 (demand-side platform)
A demand-side platform (DSP) allows buyers of digital ad inventory to manage multiple ad exchanges via one interface. These buyers commonly include trading desks, agencies, or advertisers directly.
To enable these buyers to bid on digital inventory, the DSP has to plug into an SSP. This programmatic advertising supply chain is visualized in the graphic below.
比如小米想要投放一个新机发布的广告，那么他想在各大网站如网易、新浪UC等地方投放这条新机信息，但他不可能一个一个的去谈，费时费财不说，效率非常低。 于是他就去了一个平台，把打广告的钱冲进去，也就是广告费，然后在这个平台里选择投放的媒体，比如UC、新浪、网易等，然后跟淘宝一样的完成结算。 OK，这类似于淘宝的平台就是DSP，里面有很多的ssp提供的媒体 小米把钱冲进去了，DSP平台几乎实时给他提供了曝光量、CPM（千人曝光成本）、点击量等等数据，而他啥都不用干，喝喝咖啡就行，效果好久追加费用，效果不好就暂停投放。
RTB：实时竞价
当小米把UC头条的某个广告位买下来的同时，也有好多其他的购买者也买了这个广告位，比如华为刚好也有新机发布，也买了这个广告位，那么这个广告位在展示的时候，到底展示谁的广告呢？这就是实时竞价了，谁当前给的广告位费用高，UC就展示谁的，广告计算方式有CPC、CPI、CPA等方式。 这个竞价是在100ms内完成的。
SSP：供应方平台 (supply-side platform)
A supply-side platform (SSP) is a programmatic technology platform that connects directly to digital publishers. In the case of in-app advertising, this would include app developers and companies that have their own apps.
SSPs enable these publishers to auction off their inventory, fill it with the winning buyer’s creative, and earn revenue. The goal of the SSP is to maximize their publishers’ ad earnings (eCPM) and fill rate. The SSP accomplishes this by making publisher inventory available to a variety of buyers, including DSPs, ad networks, ad exchanges, agencies, or even directly to advertisers.
供应方就很简单了，比如以上的UC、网易、新浪什么的可以提供广告位的都是供应方，也就是一个个的媒体了
AD Exchange：ADX广告实时竞价交易平台
ADX很简单了，上面提到的RTB，实际上整个竞价过程就是在ADX上完成的，即就是毫秒竞价
DMP (data management platform )
A data management platform (DMP) is a piece of software that collects first, second, and third-party data and then organises it to help marketers get better marketing results. It’s usually used to help target and segment audiences to improve marketing results.