A demand side platform, or more simply known as a DSP is a platform that allows buyers of online advertising stock to acquire across varied exchanges from one UI. DSP’s are the third major bucket in the Lumascape that see the preliminary brand dollar before it eventually reaches the publisher. Agency buying and selling desks dump advertisements money into DSP’s to spread across multiple exchanges which house ad networks. The largest demand side structures today are MediaMath, Invite Media, Turn, DataXU, Efficient Frontier, and The Trade Desk with many others competing for the almighty brand dollars that all and sundry wants their piece of before it hits the writer. Buyers who utilize DSP’s are inclined to not put all their eggs in one basket by buying across most of the major exchanges and never spending too much money on an identical inventory.
It is terribly important for buyers who are buying digital commercials inventory to be weary of fraud traffic and always have full domain transparency as to what they’re buying on. Brand advertisers search for a mix of functionality, view capacity and branding when operating their advertising campaigns. They do not are looking to bombard an identical users with an analogous adverts but rather prefer to hit a big of audience as with the preliminary advertising campaigns and optimize accordingly.