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DSP

Demand-Side Platform - software for advertisers to buy ad inventory programmatically.

Definition

A DSP (Demand-Side Platform) allows advertisers to buy ad inventory across multiple ad exchanges through a single interface.

Key Features

  • Real-time bidding (RTB)
  • Cross-platform buying
  • Advanced targeting
  • Frequency management

Popular DSPs

  • Google Display & Video 360
  • The Trade Desk
  • Amazon DSP

Why It Matters

A DSP (demand-side platform) lets advertisers buy ad inventory programmatically across thousands of websites, apps, and connected TV. DSPs give you access to massive scale beyond walled gardens like Meta and Google, with advanced targeting and real-time bidding capabilities. They're essential for brands ready to expand beyond social and search advertising.

Examples

  • •Amazon DSP serving display ads across Amazon properties and third-party sites
  • •The Trade Desk buying connected TV inventory for a brand awareness campaign
  • •A DV360 campaign using first-party data to target high-value users across the open web

Common Mistakes

  • ✕Jumping to DSP advertising before mastering core platforms like Meta and Google Ads
  • ✕Not setting proper brand safety controls and ending up with ads on low-quality inventory
  • ✕Expecting the same level of targeting precision as walled garden platforms like Facebook
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