First Step for Bidder Integration
The following figure illustrates the high-level architecture of the Verizon Media Ad Platform SSP platform in context with other key entities. From the perspective of the Mediation gateway, our Marketplace2 is a source of ads alongside traditional ad networks and in-house ad servers. Mediation rules specified on behalf of publishers determine which impressions are sent to the Marketplace2.
Bidders configure the Marketplace2 for the amount of traffic they are willing to inspect as well as the most interesting composition of that traffic.
The value of a given impression is determined by the bidder; what is valuable to one may be less or more valuable to another. Value may be based on actual statistics but is more often determined through experiential learning and observations of a bidder’s wins and losses over time.
The Marketplace2 then sends impressions that they can bid upon on behalf of their buyers.