Programmatic and open web
Demand-side platform (DSP)
Software advertisers use to buy ad impressions across many exchanges and publishers from one place.
What it is
A DSP bids on impressions in real time based on the advertiser's audiences, budgets and rules. Examples include Google's Display and Video 360, The Trade Desk and Amazon DSP.
Why it matters
For lead generation and e-commerceIt gives one view and control over buying across the open web, video, connected TV and audio.
In practice
Load audiences and creative, set bidding and frequency rules, and review placement and fraud reports.
A common mistake
Running it without enough budget or expertise to manage it, where a simpler platform would do.
All terms