Glossary | D | Demand-Side Platforms (DSPs)
What are DSPs?
Demand-side platforms, or DSPs, are a platform that manages multiple ad exchanges through a single interface to facilitate the buying and selling of digital ad inventory. In the mobile marketing world, this inventory lives inside apps and is a fixture in the programmatic ad buying landscape. DSPs use a process called Real-Time Bidding (RTB) to buy ad space. App developers make their ad inventory available on ad exchanges via Supply-Side Platforms (SSPs), and through the RTB process, DSPs set prices and bid on ad space as soon as it IS available. In milliseconds, DSPs process requests for ad space, choose the best impression, bid on it, and then the ad is served in an app. DSPs can target based on several different factors including demographics, geography, the type of device being used, browsing behavior, and more. DSPs have advanced performance tracking capabilities, allowing advertisers to optimize their ad spend more efficiently and automate purchases over a huge selection of developers’ ad inventory.