A DSP (Demand-Side Platform) is software that allows advertisers and agencies to buy digital ad inventory from multiple publishers through a single interface. It connects with ad exchanges and SSPs, enabling real-time bidding for ad placements. DSPs offer features like audience targeting, frequency capping, and budget management. Marketers can run display, video, mobile, and native ads efficiently while tracking performance across channels from one central dashboard.
Frequently Asked Questions
How does a DSP select which impressions to bid on?
It analyzes audience data, budget limits, and campaign goals to decide if an impression is worth bidding on.
Can a DSP manage multiple ad formats?
Yes, most DSPs support display, native, video, audio, and even CTV ad formats from a unified platform.
Do DSPs integrate with data management platforms (DMPs)?
This integration enhances targeting by using first-, second-, or third-party audience data.
What’s the role of algorithms in DSP bidding?
Algorithms evaluate millions of bid opportunities and optimize decisions based on performance data and campaign strategy.
