A Demand Side Platform (DSP) is a software platform used by advertisers, media agencies, and ad buyers to automate and optimize the purchase of ad space in real time. It allows for precise audience targeting and dynamic campaign adjustments based on objectives such as cost, clicks, or conversions. Operating within the Real-Time Bidding (RTB) ecosystem, the DSP searches for available impressions at the best cost and can adapt creatives, media, and targeting criteria to maximize return on investment. It is the buyer-side counterpart to the Supply Side Platforms (SSPs), which represent publishers and ad networks.
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