Smaato’s Dynamic Demand, is a way of allowing every type of demand to compete for every single impression request. In the early days of ad exchanges, almost every company split their RTB (real-time bidding) and mediation layers. If the auction didn’t clear at a certain price, it was pushed down to the ad networks. Yet this model was inefficient when dealing with ad networks that were not guaranteed to fill yet might have ephemeral demand that matched a specific ad request.
With SPX, we’ve given publishers the ability to control how the ad exchange can compete with their ad-serving stack. They can run it as traditional “remnant” fill, or make it compete with their direct sold campaigns. Giving control back to publishers allows for greater transparency in how and at what prices the ad exchange is able to compete for inventory.