DSP
Also known as demand side platform
A demand-side platform is the software advertisers use to buy impressions across many publishers, setting targeting rules and bids in one place.
Why It Matters
It is where advertising budgets are actually allocated, and its targeting capabilities depend on the data the industry is allowed to use.
Related Terms
- SSPA supply-side platform is the software publishers use to offer their advertising space to buyers and manage how it is sold.
- Programmatic AdvertisingProgrammatic advertising is the automated buying and selling of advertising space, with each impression auctioned in the moment a page loads.
- Audience SegmentationAudience segmentation is the division of customers into groups with common characteristics or behaviour, so that products, pricing and messages can differ between them.
- First Party DataFirst-party data is information a company collects directly from its own customers and users, through its own products and with their consent.
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