Demand Side Platform (DSP)
Software that allows advertisers to buy digital ad inventory across multiple exchanges through a single interface.
Definition
A Demand Side Platform (DSP) is an advertising technology platform that enables advertisers and agencies to purchase digital ad inventory from multiple ad exchanges, supply-side platforms, and publisher networks through a unified interface using real-time bidding.
DSPs use algorithms and data to automate the buying process, evaluating millions of ad impressions per second and bidding on those most likely to reach the advertiser's target audience at optimal prices.
Why It Matters
DSPs democratize access to premium ad inventory that was previously available only to large advertisers with direct publisher relationships. They enable precise audience targeting and real-time optimization at scale.
For agencies managing multiple client campaigns, DSPs provide centralized control, unified reporting, and the ability to leverage data across campaigns for better targeting.
Examples in Practice
A brand uses The Trade Desk DSP to run a cross-channel campaign targeting specific audience segments across connected TV, display, and audio simultaneously.
An agency leverages Amazon DSP to reach shoppers based on purchase behavior and browsing history, both on and off Amazon properties.
A B2B company uses a DSP to target decision-makers at specific companies using firmographic data overlays.