I was confused with sell side platforms (e.g. Admeld) and self-serve platforms (e.g. AdReady) as both are serving services to publishers.

I would like to know the differences in order to get the answer of "which platform is suitable for a medium size website publisher, and why?"

references:

• http://en.wikipedia.org/wiki/Sell_Side_Platform.
• http://www.masternewmedia.org/self-serve-advertising-services-guide-to-the-best-do-it-yourself-ad-management-platforms/.