USER IDENTIFICATION PROBLEMS ON DSP SIDE IN TERMS OF ADVERTISING RTB AUCTIONS

Success of real-time bidding (RTB) and advertising campaigns depends on efficient and precise user identification, audience targeting and data exchange between SSP (supply side platform) and DSP (demand side platform). Proper implementation of these platforms allows utilizing campaign budget more efficiently and choosing target audience more accurately. From user perspective this would give a chance to see truly valuable and relevant advertising.