CDP can be targeted for optimising DFP, Header bidding systems or SSP. The Surge Engine which comes as an out of the box with CDP can work to provide offline recommendations for configurations or integrate with SSP platform to provide Realtime optimised floor price on a per request basis.
Header Bidding: SSHB - expand sshb as server side header bidding (sshb) allows you to get as many DSPs to bid for your media, making better revenues for you. This way one can also beat waterfall auction mechanics from Google and other DSPs.
Surge Engine: It’s an ML application, which learns to drive eCPMs upwards upon learning the volume of demand coming in from partners. This helps you generate more revenues and is not linear as todays.
