Glossary
DSP
Software that lets advertisers buy digital ad inventory programmatically, typically bidding into ad exchanges in real time.
Definition
Software that lets advertisers buy digital ad inventory programmatically, typically bidding into ad exchanges in real time.
Why it matters
The DSP is the control panel for most modern programmatic buying — understanding what it actually does (bid, target, optimise) versus what a managed trading desk does on top of it is a genuinely common point of confusion.
Key consideration
Not every company that "does programmatic" owns DSP technology — many are managed service partners operating on top of DV360, The Trade Desk, or similar. Ask directly whether a partner has their own DSP or executes through someone else's.
Related terms
Related technologies
Practitioner notes
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