Glossary of digital advertising terms-of-art, players, organizations, and technical processes, with an emphasis on those that impact good brand safety practice.
A centralized management platform used by ad agencies that specialize in programmatic media and audience buying. Trading desks are typically layered on top of a demand side platform (DSP) or other audience buying technology. Trading desks attempt to help clients improve their advertising performance and receive increased value from their advertising. They also measure results and report audience insights to their clients.
Trading desks were created in order to give the client and the agency more control over ad placement. When working with an ad network, the client often has limited say over where the ad is placed. Working with a trading desk allows the client to direct where ad dollars are spent and more closely examine the results to optimize if necessary.