Demand-Side Platform (DSP)
A DSP is the technology advertisers use to buy ad inventory. Key functions:
Bid on available impressions across multiple exchanges
Apply targeting criteria (audience, context, geography)
Manage budgets and pacing
Track and optimize campaign performance
Supply-Side Platform (SSP)
An SSP is the technology publishers use to sell their ad inventory. Key functions:
Connect publisher inventory to multiple demand sources
Manage floor prices and yield optimization
Provide reporting on inventory monetization
The Relationship
DSPs and SSPs connect through ad exchanges, creating a marketplace where billions of ad impressions are bought and sold daily.
Key Terminology
DSP
Demand-Side Platform. Technology used by advertisers to buy digital advertising.
SSP
Supply-Side Platform. Technology used by publishers to sell their advertising inventory.
Ad Exchange
A digital marketplace where DSPs and SSPs transact in real-time.