Have you ever stumbled across acronyms such as SSP and DSP? Has it made you wonder what they actually are? If yes, you’re in the right place. In this article, we will explain the meaning of DSP and its role in modern marketing. Interested? Read on!

What does DSP mean?

Let’s begin by defining the DSP meaning. It stands for Demand-Side Platform – a kind of advertising marketplace. It is a type of software where advertisers may purchase…advertising space. Complicated as it may seem, the process is quite simple.

As an advertiser, you have a target audience that you want to reach out to. You have prepared your marketing materials and all you’re left with is finding places to post it – your publishers. A DSP allows you to do that. All you have to do is upload your materials, set your target group and input your budget. The rest is done automatically through the platform.

After you input your campaign, a DSP looks for proper publishers among the network. It chooses the ones matching your criteria and makes a bid for the advertising space. It then pays automatically and posts the advertisement for you – it all goes quickly, with little-to-no effort on your part.

DSP’s meaning in the current market situation

We have explained what DSP is, so it’s time to get down to its role. It plays the first fiddle in effective digital advertising for quite a few reasons.

Firstly, DSP allows you to access numerous publishers with just a few clicks. Imagine looking for online advertising space manually – it would take hours, if not days, of work, just to find all the places to post your marketing materials. A DSP, along with the SSP, allows the advertisers and the publishers to make transactions quickly, without the need for direct contact.

Secondly, demand-side platforms let advertisers approach their target audience accurately. If you are looking for an advertising space manually, you need to analyze the possible visitors to a particular website or app yourself. But, when using a DSP, you are using a system which chooses only the spaces that meet your demands. In an era when personalization is the key to customer acquisition, this is an extraordinary advantage.

Finally, a DSP is scalable. The main problem with numerous advertising campaigns is that you cannot end them whenever you desire, even if they prove ineffective. Yet, the demand-side platforms allow you to put a halt to your advertising with just a few clicks – you spend as much you want as long you want.

The takeaway

Demand-side platforms are a kind of marketplace for advertisers to buy advertising space. Due to the use of automation, they are a quicker, less strenuous way to reach out to your organization’s target audience. They are a key to effective advertising in the digital era that we operate in. Thus, if you desire to conduct successful online advertising campaigns, don’t hesitate to use a DSP.