Posted June 30, 2025 • Written by Jeremy Ardien

Glossary

Advertisers: Those who want to market their ad through web ads.

Publishers: Those who have ad units on their website.

DSP (Demand-Side Platform):

• Used by advertisers and agencies to buy ad space across multiple publisher websites and apps.
• Allows advertisers to target specific audiences and manage their ad campaigns.
• Facilitates programmatic buying of ad inventory from various SSPs and ad exchanges.

SSP (Supply-Side Platform):

• Used by publishers to sell their ad inventory to multiple DSPs and ad exchanges.
• Helps publishers maximize revenue by connecting them with multiple advertisers.
• Manages and distributes ad inventory to different DSPs and ad exchanges.

Ads Limitations

Legality about online ads mainly focus on the advertisers, not them who own the ad units.

Although if publishers don’t want any particular ads on their website, they can block ads on their website. https://support.google.com/adsense/answer/180609?hl=en&visit_id=638829679613335992-3246714110&ref_topic=11277793&rd=1

Legality or better called limitations on owning an ad unit will be types of the ad units. There are 5 common type of ad unit,