DSP

(demand-side platform)

A software platform where advertisers can, among others, arrange their programmatic real-time bidding through several different ad exchanges.

Advertisers use a DSPto bid on advertising spaces in the various ad exchanges. Values can be set within the software platform to help optimize ad buying. You can often organize multiple ad exchanges in one DSP.

Examples of DSPs are AppNexus, Google’s DoubleClick Bid Manager and Adobe’s Media Optimizer.

Also see: programmatic buyingRTB (real-time bidding) ad exchangeSSP (supply-side platform)

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