Demand-Side Platform (DSP)

A Demand-Side Platform (DSP) is a software system used by advertisers and agencies to buy advertising Impressions from Ad Exchanges and Supply-Side Platforms (SSPs) in an automated, programmatic fashion. DSPs allow buyers to manage their bids for Ad Inventory and target specific audiences (Audience Segmentation) across a wide range of publisher sites, often in real-time (Real-Time Bidding or RTB). They provide features for Campaign setup, targeting (using data from DMPs), optimization, and reporting. DSPs are a core component of Programmatic Advertising.