Too Long; Didn't Read
How ads are auctioned and shown online and roles of players:
- publisher - the website that shows ads
- ad exchange or SSP - runs ad auctions
- DSP or bidder - predicts user behavior computes bids
- advertiser - drives real-life sales by spending budget on showing the ads
Ad auction maximizes value for all the players, showing the most relevant ads to the most relevant users and maximizing the sales.