Demand-side platform

A demand-side platform (DSP) is a concept that combines various software for advertisers (or advertising agencies) to automate the process of buying and selling ad impressions in real time.^[1]

It provides digital advertising inventory with the dashboard, where the advertiser can manage their campaign using by defining the target audience, bid amount, overall budgets, ad format, and other parameters, getting feedback about ad impressions and audience behavior.^[2]

Much like Paid Search, using DSPs allows users to optimize based on set Key Performance Indicators such as effective cost per click (eCPC), and effective cost per action (eCPA).

There are 2 types of DSP:

• Full-service is a management model in which the planning, launch and optimization of an advertising campaign is carried out by specialists of the DSP platform.
• Self-service is a management model in which the planning, launch and optimization of an advertising campaign is carried out by specialists of the agency/advertiser.