The labels describe different responsibilities in a programmatic transaction. Understanding the boundary matters because targeting, quality and commercial decisions may be owned by different systems.
Supply-side platform
An SSP represents publisher inventory, packages impression opportunities and connects them to demand. It normally owns supply onboarding, inventory controls and the outbound bidstream.
- Publisher integration
- Inventory policy
- Supply quality
- Outbound QPS
Demand-side platform
A DSP evaluates bid opportunities for advertisers and campaigns. It applies buyer targeting, budget and creative policy before returning a bid.
- Campaign eligibility
- Audience and context
- Budget control
- Bid decision
Ad exchange
An exchange connects eligible supply and demand, manages auction timing and exposes operational outcomes. Nexus can provide the governed control layer around these endpoint and tenant relationships.
This guide describes Nexus product architecture and general AdTech operating concepts. Exact enforcement and integration behavior depends on the enabled revenue engine and agreed deployment configuration.