The Video SSP platform enables Publishers to sell their video ad opportunities programmatically via Marketplaces. This, in turn, allows Advertisers, Ad Agencies and Resellers to buy the ad opportunities within the Marketplace and deliver advertisements to target audiences on the Publisher's domains.
The Video SSP platform utilizes enclosed environments known as Marketplaces to facilitate these ad opportunity transactions. Looking at the diagram below, you can see on the left-hand side that Publishers are able to offer their Ad Opportunities for sale within the Video SSP Marketplace. On the right-hand side, Buyers (such as: Advertisers, Ad Agencies, and Resellers) accept the Seller's offer and buy the ad opportunities and respond with advertisements they have previously set up on the platform.
How Do I Connect My Video Inventory to a Marketplace?
As a Publisher, the Video SSP platform allows you to monetize your video ad opportunities (A.K.A - Inventory) using two main types of tags that can be plugged into any AOL or 3rd party player that supports VAST/VPAID:
- Marketplace Connection Tags - A direct connection to a specific Marketplace.
Note: For further details, please see Marketplace Connection Tag Ad Serving Logic.
- Inventory Source Tags (A.K.A Master Tags) - A tag used to connect to multiple Marketplaces and/or multiple advertisement campaigns all within the Video SSP platform.
Note: For further details, please see Inventory Source Tag Ad Serving Logic.
What is the Difference between Marketplace Connections and Inventory Sources?
Marketplace Connection and Inventory Source tags are different by that they invoke different logical processes within the Video SSP platform. Marketplace Connection tags are usually used as a direct path for Ad Opportunity requests to access a specified Marketplace environment, although they can link to multiple marketplaces if required.
Follow the numbered process flow descriptions in the diagram above to learn about the main differences between Marketplace Connections tags and Inventory Source tag types:
- Marketplace Connection tags (highlighted in orange) are usually used as a direct path for Ad Opportunity requests to access a specified Marketplace environment, although they can link to multiple marketplaces if required. This tag is commonly used to connect specific types of inventory to a relevant Marketplace for fill.
For example, a Marketplace Connection tag can be used for requests coming from a Mobile App preroll player specifically.
- Inventory Sources, also known as "Master Tags" (highlighted in blue), are a much more scalable tag as they can connect to multiple Marketplace Connections at once. Additionally, Inventory Source tags can be targeted directly from the Buyer's side to deliver specific Campaigns.
Note: Setting up and selecting which tag to use depends on your ad opportunity type, specifications, and implementation needs.
Important! It is crucial to understand how each of these tags functions in order to setup your tags correctly in the Video SSP platform.
Please continue to the following articles to learn more about how each tag type works:
- Marketplace Connection Tag Ad Serving Logic.
- Inventory Source Tag Ad Serving Logic.
- Video SSP Ad Request Eligibility.
Note: The list above is ordered according to the most commonly used tag from top to bottom.