What does DSP stand for in digital advertising?

In digital advertising, DSP stands for Demand Side Platform. This technology enables advertisers to purchase ad placements across various ad exchanges through a single interface, allowing for more efficient and streamlined media buying processes.

A Demand Side Platform provides advertisers with access to vast amounts of inventory across numerous publishers, along with sophisticated tools for targeting and optimizing their campaigns. By using a DSP, advertisers can utilize real-time bidding (RTB) to bid on ad impressions that match their defined audience criteria, resulting in more personalized and relevant advertising.

The emphasis on "demand" within the term signifies the platform's role in facilitating the buying side of the advertising ecosystem, as it directly addresses the needs and preferences of advertisers looking to reach specific audiences effectively. This capability enhances the ability to manage multiple ad campaigns across various platforms from a single interface, thereby optimizing ad spend and performance.