Online advertising was very simple at the moment of its appearing: ad places were sold to publishers. The scheme was borrowed from such medias as TV and radio. But everything is different now. New niches caused new players appearance, please, welcome!
Media buying platform – automated systems that are commonly used by advertising agencies for media buying and online campaigns handling.
Some kind of an auction model was also implemented. We call it real time media, when advertisers are bidding for each visitor. These media bids last for a split second and finished by the moment of the page being loaded. The winner shows its advertisement, but the company pays not the highest price, but a second one. The technology is called Ad Exchange and started actively growing with DSP (Demand Side Platforms) appearing.
Modern media buying platforms is a result of gradual sliding from showing messages according to surrounding content to personalized ads showing. Brand loyalty and conversion are only growing, just the job.