The Ubex project operates on the basis of a large number of markets that have been established over the years to facilitate the interaction between advertisers, publishers and consumers.
Three of the main constituents of the advertising market are DMP, DSP and SSP platforms. The Ubex project operates with all three and the recent developments of both markets have been underlining the need for efficiency that Ubex is determined to grant to its users and the market as a whole.
A DMP, or Data Management Platform, is a structure developed for data collection, classification, analysis, transfer and scalability. The platform is designed to allow its users, such as advertisers, to target clients effectively and allow for launching cost-effective advertising campaigns. DMPs grant their users access to advanced functions, such as user segmentation, campaign analysis, media integration and others features.
In essence, DMPs store information about users. Greater degrees of flexibility in management of data give advertisers and advertising agencies more detailed information about their customers. By having more information, the advertisers can launch more effective ad campaigns for higher ROI and customer retention. DMPs collect user data from sources like mobile apps, social networks, websites and other carriers. The data is stored and then provided to advertisers.
DMPs are largely used to expand the understanding of audiences by advertisers for better targeting and analysis of user behavior. Such an approach is needed to effectively manage advertising campaigns and their effectiveness by location, user segment and other factors. The DMP is also quite useful to end customers, who will be benefiting from higher levels of quality advertising.
The DMP market is expanding and growing rapidly, In 2018, the volume of the DMP market in the US was worth $500 million alone, while globally it is expected to reach the size of $3 billion by 2023, growing by 15% per year.
The next market players that Ubex is involving are the SSPs, or Supply Side Platforms. An SSP is a platform that allows web publishers and webmasters to manage their advertising slots and generate revenues from them. Large web publishers regularly turn to SSPs to automate the sale of their advertising spaces.
SSPs are used to target specific audiences and display ads to potential clients, where DSPs purchase them on behalf of the advertisers based on client preferences. By turning to the help of SSPs, publishers maximize their revenues and ensure full ad slot fillings. It is common for SSPS to be integrated into advertising structures and advertising agencies, thus catering to both publishers and advertisers alike.
The global SSP software market is showing similar growth figures as the DMP market, considering that the two are integrated and highly correlated. The figures for both markets are similar and growing.
Finally, the DSP, or Demand Side Platform is a system that allows advertisers to buy advertising materials from webmasters and publishers and conduct various advertising activities through a unified channel. Advertisers bid on banners, video, native and other types of advertising through a DSP and manage their campaigns. Transparency and real time bidding are the main advantages of DSPs and advertisers use them to increase the cost effectiveness of their ad campaigns.
The global DSP (Demand-Side Platform) market is valued at $5.73 billion in 2017 and is expected to reach $50.51 billion by the end of 2025, growing by 31.26% between 2017 and 2025.
The Ubex project is intent on unifying the advantages of the main platforms operating on the market on a single platform and offer advertisers the chance to further increase the efficiency of their ad campaigns.
