Demand-Side Infrastructure

Demand-Side Platform

An IT platform used by Advertisers to manage their Campaigns. The demand-side module of an AdServer is an example implementation of Demand-Side Platform.

Demand-Side Agent

Executable code embedded by an Advertiser in a Target. Each implementation of Demand-Side Platform has its own implementation of Demand-Side Agent. To be able to correctly redirect User’s clicks, Demand-Side Platform maintains a mapping between Campaigns and their Demand-Side Agents.

Ad Pay Module

A module integrated with an instance of Demand-Side Platform, or operating as an external service for Demand-Side Platform, containing business logic whose role is to manage the Advertiser’s finances, while optimizing the Advertiser’s cost.