Glossaryprogrammatic advertisingpublisher monetization

Daisy Chain

daisy chainwaterfallingpublisher waterfallad serverad networkSSPad exchangeconsent managementdata passing

Also known as: waterfalling, the publisher's waterfall

A daisy chain is a media-buying process in which a publisher's ad server loads ad network, SSP, and ad exchange tags sequentially — one after another — until an ad fills the impression. This sequential prioritization is the defining characteristic: each demand source gets a chance to fill only after the one above it has passed.

The term also applies more broadly to the passing of data or information from one AdTech platform through to multiple others in sequence. A common example is user consent status, where a consent signal collected at one point in the stack is propagated downstream across several platforms that each need it to process the request lawfully.

Header Bidding (HB)
A technique used by publishers to collect multiple bids from demand sources — including DSPs and ad networks accessed via SSPs and ad exchanges — simultaneously, rather than sequentially. Publishers implement header…
Top Supply-Side Platform (SSP) and Ad Exchange Companies [2024 Reference Guide]
Since the first digital ad appeared in 1994, the programmatic ecosystem has generated a steady stream of new technology to help publishers monetize their properties. Ad networks came first. Supply-side platforms (SSPs)…
Decisioning
The process by which AdTech platforms — including ad servers, supply-side platforms (SSPs), demand-side platforms (DSPs), and ad exchanges — determine which ad to serve for a given impression. The decision is driven by…
Ad Call
Also known as: ad request An ad call is a request sent from an ad slot on a web page or app to an AdTech platform — typically an ad exchange or ad server — for the purpose of serving an ad to the user. Ad calls usually…