Programmatic architecture allows advertisers to deliver a personalized ad with the help of DMPs(Data Management Platforms) that store a user's information such as age, demographics, and location.

• Programmatic advertising is the automated buying and selling of online advertising
  • This automation makes transactions efficient and more effective, streamlining the process and consolidating your digital advertising efforts in one technology platform. 
  • Targeting tactics are used to segment audiences using data so that advertisers only pay for ads delivered to the right people at the right time, and depend less on the “spray and pray” method of digital advertising

Note that RTB = Real-Time Bidding

You may often in confusion to distinguish SSP and DSP. Basically those two things are designed for advertising. We can simply think DSP is for advertiser and SSP is for application/web site owner.

Supply Side Platform (SSP)

• SSP is for web/app owners
• A technology that enables web owners to manage their ad impressions inventory and maximize their income from digital media.
• SSP is used by web owners to maximize their revenue and offer ad impressions for sale to many ad exchanges and DSPs directly

Demand Side Platform (DSP)

• DSP is for advertisers
• A platform that allows advertisers to buy multiple ad spaces from different publishers.
• DSPs helps online marketers and advertising agencies to access the best ad spaces. This is through audience targeting and sorting the web content through their parameters.
• DSP makes the searching and analyzing of the audience segments (location, gender, age, income level, etc.) fast and effective cheap thanks to automation, which boost ROI.

External References

https://www.iab.com/ - IAB(The Interactive Advertising Bureau) is one of the popular websites can get good information. Some people ignore / make a fool if you have no information about iab and its events as long as you work on advertising industry.

Technical Elements for Programmatic Advertising