What is demand side platform (DSP)?
A Demand Side Platform (DSP) is a tool that helps businesses buy and manage online ads automatically across different websites, apps, and video platforms. Instead of manually placing ads, a DSP allows advertisers to set their budget, choose their target audience, and let the system find the best ad placements in real-time.
💡 DSPs are commonly used in Google Ads, Facebook Ads, Amazon Ads, and programmatic advertising to improve efficiency and results.
How does a demand side platform work?
A DSP automates the process of buying and optimizing ads in real-time so businesses can get the best placements at the lowest possible cost.
💡 This process happens in milliseconds, making advertising more efficient and scalable.
Types of DSP
DSPs vary based on targeting capabilities, inventory access, and industry focus.
| Type | Description | Example |
| Self-Serve DSPs | Advertisers manage their campaigns independently. | Google DV360, The Trade Desk |
| Managed DSPs | A team of experts handles bidding, optimization, and reporting. | Amazon DSP, Centro Basis |
| Mobile DSPs | Specialize in in-app and mobile web advertising. | Moloco, Smadex |
| Retail DSPs | Designed for e-commerce and retail brands to target shoppers. | Amazon DSP, Walmart Connect |
| Connected TV (CTV) DSPs | Focus on video ad placements across streaming platforms. | Roku OneView, Samsung Ads |
DSPs vs. Supply Side Platforms (SSPs)
While DSPs help advertisers buy ad space, Supply Side Platforms (SSPs) help publishers sell their inventory.
| Feature | Demand Side Platform (DSP) | Supply Side Platform (SSP) |
| Main purpose | Helps advertisers buy ad space. | Helps publishers sell ad space. |
| Users | E-commerce brands, advertisers, agencies. | Website owners, app developers, media publishers. |
| Function | Uses real-time bidding (RTB) to acquire impressions efficiently. | Maximizes ad revenue for publishers by selling inventory to the highest bidder. |
| Example | Google DV360, Amazon DSP, The Trade Desk. | Google Ad Manager, Magnite, OpenX. |
💡 Think of DSPs as the buyer’s tool and SSPs as the seller’s tool in the programmatic advertising ecosystem.
FAQs
Is Amazon a DSP or SSP?
Amazon operates a DSP (Amazon DSP), allowing advertisers to buy ad placements on Amazon-owned properties and external websites. However, Amazon also has an SSP (Amazon Publisher Services) for publishers looking to sell ad inventory.
What is an example of a DSP?
Google Display & Video 360 (DV360), The Trade Desk, and Amazon DSP are popular DSPs used by brands to automate ad buying.
What are the top 5 DSPs?
Some of the top DSPs based on market usage and features include:
- Google DV360 (Best for enterprise brands)
- Amazon DSP (Best for e-commerce and retail brands)
- The Trade Desk (Best for programmatic precision)
- Xandr Invest (Best for cross-channel buying)
- MediaMath (Best for AI-driven ad optimization)
Is YouTube a demand side platform?
No, YouTube itself is not a DSP, but advertisers can buy YouTube ads through Google’s Display & Video 360 (DV360), which is a DSP.
