A Demand-Side Platform (DSP) is a technology platform advertisers and agencies use to manage and optimize their digital advertising campaigns efficiently. DSPs offer advertisers real-time tools for purchasing and overseeing ad inventory from various ad exchanges, publishers, and other sources.
The primary purpose of a DSP is to facilitate programmatic advertising, which involves the automated buying and selling of ad impressions. Advertisers leverage DSPs to define their targeting criteria, such as demographic information, user behavior, or contextual relevance, and establish bid prices for ad placements. DSPs connect with ad exchanges and supply-side platforms (SSPs) to access available ad inventory and participate in real-time auctions, enabling them to bid on impressions that align with their targeting criteria.
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