What is a DSP?
A Demand-Side Platform (DSP) is a software system that allows advertisers to purchase ad inventory across multiple ad exchanges and supply sources through a single interface. DSPs automate the buying process and use algorithms to optimize campaigns in real-time.
Think of a DSP as the advertiser's control center for programmatic advertising—it handles bidding, targeting, budget management, and optimization across thousands of publishers simultaneously.
How RTB Works with DSPs
1
User visits app/site2
Ad request sent3
DSPs bid in ~100ms4
Winner shows adKey DSP Features
- Real-Time Bidding: Automated bidding on each impression
- Audience Targeting: Demographics, interests, behavior
- Retargeting: Re-engage previous users
- Frequency Capping: Control how often users see ads
- Cross-Device Tracking: Unified view across devices
- Reporting & Analytics: Real-time campaign performance
Popular Mobile DSPs
- The Trade Desk
- Google DV360
- Liftoff
- ironSource (Unity)
- Moloco
- AppLovin
DSP vs Ad Network
While both help advertisers reach audiences, they differ in important ways:
- DSP: Aggregates multiple exchanges, real-time bidding, full transparency
- Ad Network: Pre-negotiated inventory, often opaque pricing, managed service