Software advertisers and agencies use to buy ad impressions across many ad exchanges from one place. Google describes DSPs as helping buyers judge the value of each incoming impression and then bid to win it. Google's own DSP is Display & Video 360.
Example
Meera's spend is too small for a DSP, but a large Pune retail chain's agency uses one to buy video and display impressions across several exchanges with one set of audiences and frequency caps.
How you'll hear it
“We'll run the buy through the DSP so frequency is capped across all the exchanges, not one by one.”
Don't confuse it with
- Ad network: sells inventory from its own set of sites; a DSP buys across many exchanges.
- SSP (supply-side platform): the seller's side, used by publishers.
Related terms
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Sources
- Authorized Buyers overview, Authorized Buyers Help (Google)
- Display & Video 360 overview, Display & Video 360 Help (Google)