What is a DSP?
A demand side platform (DSP) is advertising technology that lets advertisers run ad campaigns across thousands of publishers and media sources from one interface. DSPs automate the process of evaluating and bidding on available ad inventory based on advertiser-defined parameters such as audience, budget, placement, and bidding strategy.
Programmatic DSP platforms grew out of real-time bidding (RTB), which streamlined and accelerated ad placement. On the other side of that same transaction sits the supply-side platform (SSP), which lets publishers automatically sell their ad inventory.
A common point of confusion is what it means to be a "DSP ad network." A DSP and an ad network actually sit on opposite sides of the programmatic ecosystem. A DSP is where advertisers buy ad space. An ad network aggregates advertising inventory from multiple publishers and sells that inventory to advertisers, while a DSP is technology advertisers use to buy inventory programmatically.
How does a DSP work?
DSPs typically provide a combination of tools and services for managing programmatic advertising campaigns, including:
- Campaign management: Tools for setting targeting, budgets, placements, bidding strategies, and frequency controls.
- Bidding and optimization: Automated systems that evaluate available impressions and determine whether and how much to bid.
- Audience and targeting: Integrations with audience and identity data used to inform campaign targeting.
- Reporting and measurement: Tools for tracking impressions, clicks, conversions, spend, and other campaign metrics.
- Ad serving and creative management: Depending on the platform, tools for managing and delivering advertising creatives.
- Integrations: Connections with SSPs, ad exchanges, data providers, measurement platforms, and other advertising technologies.
Types of DSPs
DSPs can be offered through different operating models, including self-serve, managed-service, and white-label platforms.
Beyond these three models, DSPs can also specialize by channel. A mobile DSP, for instance, focuses specifically on buying ad space on mobile devices. If in-app programmatic advertising is part of your strategy, make sure your DSP has a proven track record with mobile inventory specifically, not just desktop or general display.
Choosing the right DSP model
Choosing between self-serve, managed-service, and white-label options depends on factors such as the advertiser's internal expertise, desired level of control, campaign requirements, and available resources.
To see how a real programmatic exchange fits into that ecosystem, explore Unity's own Programmatic Solutions.
Frequently asked questions (FAQ)
How is a DSP different from an ad mediation platform?
A DSP is used by advertisers to buy ad inventory across publishers. A mediation platform sits on the publisher side, helping a single app manage bids from multiple ad networks and DSPs at once. They solve different problems for different sides of the same transaction.
How long does it take to launch a campaign on a new DSP?
The timeline varies by platform and campaign requirements. Self-serve platforms may allow advertisers to begin setting up campaigns directly, while managed-service arrangements typically involve additional onboarding and coordination.
Do I need a DSP if I'm a small advertiser?
Not necessarily. The suitability of a DSP depends on factors such as campaign goals, budget, targeting requirements, and the platform's pricing and onboarding requirements.
Can a company be both a DSP and an SSP?
Yes. Some advertising technology companies offer both demand-side and supply-side products. The DSP serves the advertiser side of the transaction, while the SSP serves the publisher side.