Agency trading desks (ATD) are tools and services that are closely connected to the demand side platform. An ATD has to do with the planning and purchase of ads using a DSP. Important components include the integration of inventory sources, ad networks and ad exchanges, as well as measuring the success of ads. The ATD is used to plan, prepare, implement and optimize ad strategies and campaigns with integrated DSP. The aim is to use your advertising budget as efficiently as possible and place ads on different channels as successfully as possible.
Ad servers are closely connected to ATD. They’re used by advertisers, publishers and agencies to save ad inventories and ads, and determine where and how an ad is displayed. Ad servers can also be used to evaluate the success of an ad campaign.