A demand-side platform or DSP allows advertisers to buy ad spaces programmatically across various digital media channels. DSP connects advertisers with data providers on one end and supply-side platforms (SSP) representing publishers on the other.
DSP uses real-time bidding (RTB) to negotiate a price per impression on the SSP on behalf of the advertiser. In addition to ad buying, DSPs also execute campaigns and track ads. A DSP also provides targeting options based on geolocation, device type, browser, domain URL and traffic category.