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What is a Demand Side Platform (DSP)?

Written by Kathryn | 18-Jan-2012 11:05:09

A Demand Side Platform (DSP) is a tool for Advertisers or an agency working on behalf of an Advertiser to trade across ad exchanges and other ad platforms. DSPs enable display ad trading through an auction to purchase ad space on a broad selection of sites, placements and audiences. Much of this is done in ‘Real Time’, otherwise known as Real Time Bidding (RTB).

A DSP can be used to target display with great precision and at low cost. There are various targeting methods a DSP can utilise to reach the right audience including;

  • Behavioural (3rd Party Data); Enabling targeting of users based on 1000s of custom audience segments from providers such as bluekai, eXelate and Bizo
  • Contextual; Page level targeting based on the context of the page being viewed by the user
  • Retargeting (1st Party Data); utilising advertiser site data to convert users to purchase

Our Kaizen Platform is built upon proprietary DSP technology and targeting strategies to deliver improvement through continuous optimisation across all digital channels. To find out more about how we can improve performance of your display campaigns, please enquire within the contact form, or call us now on 01793 715 440