What is the difference between an SSP and a DSP?
Here’s everything you need to know.
If you’re just beginning to explore the world of programmatic advertising, it’s important to understand key terms, concepts, and ad tech involved in the buying and selling of digital media. Some of the most essential components at the heart of this industry include the demand side platform (DSP) and the supply side platform (SSP). It’s important to understand the differences between a DSP and SSP, how they work together to facilitate programmatic media buying, and how they play into the greater digital advertising supply chain.
Here, we’ll take you through exactly what a DSP and SSP are and how they work inside the greater programmatic advertising landscape:
What is a Demand Side Platform (DSP)?
>A demand side platform is programmatic software for advertisers that provides automated, centralized media buying from multiple sources. As its name implies, a DSP is driven by the demand side of the advertising equation: Advertisers seek inventory that will help them reach the right audiences at the right time, within a defined budget.