Documentation
Explore ad:personam's curated network of 330+ inventory sources across 30+ ad exchanges. Understand featured sellers, environments, channels, and how Supply Path Optimisation keeps your campaigns efficient.
Every programmatic ad impression reaches your campaign through an inventory source — a supply-side platform (SSP) or ad exchange that aggregates publisher inventory and makes it available for bidding. ad:personam connects you to a global network of 330+ enabled inventory sources across 30+ ad exchanges, covering web and app environments across Display, Video, CTV, Audio, and Native channels.
Understanding which sellers supply your ads — and which paths deliver the best results — is the foundation of Supply Path Optimisation (SPO).
What Is an Inventory Source?
An inventory source is a seller entry in ad:personam's catalogue. Each source represents a specific publisher or publisher group listed on an ad exchange. Every source is tagged with:
| Attribute | Description |
|---|---|
| Name | The seller or publisher name (e.g., "Doubleclick Ad Exchange by Google", "Improve Digital"). |
| Ad Exchange | The exchange or SSP this source operates through (e.g., Google Ad Manager, Magnite DV+, AppNexus). |
| Environments | Where the source delivers: Web, App, or both. |
| Channels | Supported ad formats: Display, Video, Audio, Native, TV (CTV), In-App Game. |
| Featured | Sources curated by ad:personam for quality and global reach. Pre-selected by default in new line items. |
Major Ad Exchanges
ad:personam's catalogue spans the leading global exchanges. Here are the major SSPs and exchanges available:
| Ad Exchange | Sellers | Strength |
|---|---|---|
| Adform Publisher Direct | 469 | Direct publisher integrations across European and global markets. The largest source category in the catalogue. |
| Google Ad Manager | 14 | Google's premium exchange — broad reach across web and app, all channels. |
| BidSwitch | 25 | Meta-SSP routing bids across multiple exchanges for expanded reach. |
| AppNexus | 12 | Microsoft-owned exchange with strong programmatic infrastructure. |
| Magnite DV+ | 4 | Major independent SSP with omnichannel supply. |
| Magnite Streaming | 1 | Dedicated CTV and streaming video supply. |
| Freewheel | 2 | Premium video and CTV inventory from Comcast. |
| Index Exchange | 1 | Header bidding specialist with transparent marketplace. |
| Pubmatic | 1 | Global SSP with strong mobile and video supply. |
| OpenX | 1 | Independent exchange focused on quality and sustainability. |
| Triplelift | 1 | Native and in-content ad placements. |
| Sharethrough | 1 | Native and display with enhanced ad experiences. |
| Equativ | 1 | European SSP (formerly Smart AdServer). |
| Nexxen | 1 | CTV and video-first exchange. |
| Spotify | 1 | Audio streaming inventory. |
| Yieldlab | 1 | Premium European publisher marketplace. |
| Smaato | 1 | Mobile-first global exchange. |
| Teads | 1 | Outstream video and display. |
| Improve Digital | 2 | European exchange for display, video, and CTV. |
| Stroer | 2 | German out-of-home and digital publisher network. |
Additional exchanges include Onetag, GumGum, YOC, Perion, Cadent.tv, SmartClip, SmartStreamTv, Broadsign, Viooh, Adswizz, Yieldmo, and SSP1.
Featured Sellers
ad:personam pre-selects 59 featured sellers — inventory sources we have vetted globally for quality, reach, and reliability. When you create a new line item, these featured sources are selected by default in Step 4: Inventory.
Featured sellers are chosen based on:
- Consistent supply quality — low fraud rates and high viewability.
- Broad geographic reach — coverage across multiple markets.
- Channel diversity — support for the ad formats most campaigns need.
- Direct supply paths — shorter chains between publisher and DSP for better pricing.
You can use the default featured selection as-is for most campaigns, or expand to all 330+ available sellers if you prefer maximum reach.
Environments and Channels
Inventory sources are tagged by environment (where the ad appears) and channel (what format the ad uses). The line item setup wizard filters sources automatically based on your campaign type.
Environments
| Environment | Description |
|---|---|
| Web | Desktop and mobile websites. |
| App | Mobile applications and in-app placements. |
Channels
| Channel | Campaign Types |
|---|---|
| Display | Display, In-App |
| Video | Video, In-App |
| Audio | Audio |
| Native | Display, In-App |
| TV | CTV |
| In-App Game | In-App |
When setting up an In-App campaign, only sources with the App environment are shown. A CTV campaign only sees sources with the TV channel. This automatic filtering ensures you never select a source that cannot supply your campaign type.
Supply Path Optimisation (SPO)
The same impression can reach ad:personam through multiple paths — different SSPs may all offer access to the same publisher's inventory. Without SPO, you risk:
- Duplicate bidding — competing against yourself through different exchanges.
- Higher costs — each intermediary in the chain adds fees.
- Reduced transparency — longer paths make it harder to know where your ad actually ran.
SPO means choosing the most efficient, direct path to the inventory you want. On ad:personam, you control this by:
- Using featured sellers — our curated default selection prioritises direct, high-quality paths.
- Adjusting bid multipliers — bid higher on sources with proven performance (0.1× to 10.0×).
- Creating inventory source lists — pre-configure your preferred sources with per-source buying types and bid multipliers, then reuse the list across line items. See Inventory Source Lists for the full guide.
How Sellers Are Used in Campaigns
During Line Item Setup
In Step 4: Inventory of the Line Item wizard, you choose between Open Exchange and Private Marketplace (PMP) supply:
- Open Exchange — the seller table displays all sources matching your campaign type. Featured sellers are pre-selected. You can add or remove sources and adjust bid multipliers per source.
- PMP — you select specific curated deals. See Curated Deals for available deals.
Via Inventory Source Lists
For repeatable configurations, create an Inventory Source List at the advertiser level. Select sources, set buying types (Open Exchange or Deals Only), configure PMP deals, and adjust bid multipliers — then apply the list to any line item in one action.
Best Practices
- Start with featured sellers — the curated default covers most campaign needs. Customise only when you have performance data to guide decisions.
- Filter by channel before selecting — use the channel filter in the seller table to focus on sources that actually supply your campaign format.
- Use bid multipliers to prioritise — instead of removing secondary sources, lower their multiplier (e.g., 0.7×) to remain eligible while concentrating spend on top performers.
- Build reusable lists for recurring strategies — if you run similar campaigns regularly, create an inventory source list once and apply it consistently. See Inventory Source Lists.
- Review performance regularly — use campaign reporting to identify which sources deliver the best results and refine your selections over time.