Demand-Side Platform (DSP)
Software that lets advertisers buy ad inventory across multiple exchanges automatically.
Why It Matters
DSPs give advertisers access to billions of impressions across the open web from a single interface.
How It Works
Advertisers connect to a DSP, set targeting and budget parameters, and the platform bids on available ad impressions across multiple exchanges in real time. Popular DSPs include DV360, The Trade Desk, and Amazon DSP.
Real-World Example
A brand uses The Trade Desk to run display, video, and CTV ads across 500,000 publisher sites.
Common Mistakes
Launching without proper brand safety filters
Not setting up frequency caps across exchanges
Related Terms
Automated buying and selling of digital ad space using software and algorithms.
An auction-based system where ad impressions are bought and sold in milliseconds.
The specific location where your ad appears, such as a feed, story, sidebar, or website.
Demand-Side Platform (DSP) FAQs
Do I need a DSP if I use Google Ads?
Not necessarily; DSPs are best for brands wanting to scale beyond Google and Meta ecosystems.
What is the difference between a DSP and an SSP?
A DSP is for buyers (advertisers) while an SSP is for sellers (publishers) of ad inventory.
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