Buyer-Side Platform, also known as a Demand-Side Platform (DSP).

This is a technology platform advertisers and agencies use to manage and optimize their digital advertising campaigns. BSPs provide advertisers real-time tools to purchase and manage ad inventory across multiple ad exchanges, publishers, and other sources.

The primary function of a buyer-side platform is to facilitate programmatic advertising, which involves automated buying and selling of ad impressions. Advertisers use BSPs to define their targeting criteria, such as demographic information, user behavior, or contextual relevance, and set bid prices for ad placements. BSPs connect to ad exchanges and supply-side platforms (SSPs) to access available ad inventory and participate in real-time auctions to bid on impressions that match their targeting criteria.

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