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Advertising: Demand-Side Platform

Advertising: Demand-Side Platform

A Demand-Side Platform (DSP) enables advertisers to purchase and manage ad inventory across multiple sites. Demand-side platforms allow marketers to create, monitor, measure and optimize their bidding strategy on display, social, video and mobile ad placements. Since DSPs can manage multiple ad exchanges, they can manage a wide array of inventory within a single interface. The single interface then allows greater control for the advertiser on placements across its media buys, including frequency (the number of times an individual can be served a given ad) and other metrics. DSPs use a real-time auction in order to price the impressions being sold across sites through a process known as real-time bidding. This method allows sites to sell impressions at the highest price automatically. DSPs are often used by agencies and advertisers directly. Show less...

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