The Programmatic ADX is for businesses that sit in the middle of the programmatic market: they take traffic from sellers and sell it to buyers, and earn a margin on what clears.
Typical operators
- Ad networks that buy supply from several sources and resell it to several buyers.
- Exchanges and resellers that want their own exchange under their own brand instead of trading on someone else's.
- Groups that already run a DSP or SSP and want a middle layer to route traffic between them and third parties.
What you get
- Partners on both sides: supply endpoints for publishers, SSPs and networks; demand endpoints for DSPs, networks and agencies.
- Your rules: routing, floors, a margin per partner, and traffic shaping.
- The full picture: requests, bids, wins, revenue, margin, response logs and partner health.
- sellers.json and supply chain signals from day one.
When the ADX is not the right fit
If you only sell your own publishers' inventory, the Programmatic SSP with its publisher portal and payouts is the better start. If you only buy traffic for advertisers, look at the Programmatic DSP. Many operators run two or more together.
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Nov 13, 2026