What is a DSP? A full overview of demand platforms for marketing people

As a marketing employee, I am no stranger to ad -leaders like Google Ads and Meta Ads. However, I was interested in learning that there is a third option for advertising purchases: Demand page platforms (DSP).

What is a DSP, you ask? These tools are essentially an automated way to buy and manage your online ads.

If you are like me and are curious about what a DSP is and how it can benefit your paid ad strategy, I will cover how these platforms work, why you need one and the best available platforms.

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With a DSP you can buy mobile ads on apps, banner ads on search engines and video ads on Facebook, Instagram, Google and even more platforms. For example, instead of using both Google ads and Facebook ads, you can buy these ads somewhere on a DSP.

The purpose of this is to make ad purchases faster, cheaper and more efficient. Now let’s dive into how DSP platforms work and why you should use them.

How do DSPs work?

DSPS works by using programmatic advertising, which is the purchase and sale of real -time ads through an automated system. With bidders in real -time, ad placements are auctioned in milliseconds.

When you get started with DSP advertising, you need to start strategizing how much you want to use. Think about what an effective price per Click and cost per Action can be. This will help you create your online ads so the platform knows how much you need at a given auction.

The best DSP platforms allow you to include multiple rich media ads, including video, images and animation.

What is DSP advertising?

DSP advertising is the automated bidding process on and purchasing ads through a programmatic advertising platform.

According to a study published by Statista, the United States was the largest programmatic advertising market worldwide and spent an impacted $ 264.66 billion in 2024. Marketers are increasingly using DSPs as a way of buying, managing and tracking online advertising.

Benefits of using a DSP

To understand why marketers choose to use a DSP for their paid advertising strategy over other platforms, I spoke with Sean Edwards, the director of programmatic and e-commerce media at Exverus Media.

Seamless ad purchase experience

One of the main reasons for using a DSP is that it makes your digital ad experience easier and more cost -effective. You can control, track and maximize all your digital ads somewhere. This means that you can manage an entire ad campaign across sites on a dashboard. For example, you can show someone an ad on Google, then display them ads on Facebook and then across other websites they visit – all in a campaign.

“The DSP we use most often is the trade disk because it allows us to activate and measure media campaigns on many different channels from a single platform,” says Edwards. “This saves us and our clients time and money, while clarifying earlier to see patterns in the complex could travel.”

Access to Premium -Storage Inventory

DSPs often have access to a wide range of ad -furniture, including premium locations on popular sites and apps, according to Edwards. This means that you can advertise on many networks, including all the major publishers. With an increased number of networks, you have a more global reach.

“This access allows advertisers to reach audiences across different channels with extra visibility, control and the opportunity to optimize against the most successful tactics and locations,” he says.

More control over the ad experience

Using a DSP also gives marketers more control over the AD experience compared to traditional platforms. This is especially important when it comes to fire safety.

“Programmatic platforms offer tools to make sure ads appear in Brand-Safe environments before and after bids,” says Edwards. “These parameters can help protect a brand’s reputation by avoiding ad placement on inappropriate sites or within unsuitable content. High quality media locations produce stronger results. “

Precision target direction

Programatic advertising allows you to target specific target groups based on various criteria, such as demographics, interests and behavior, says Edwards.

“This precision, which is targeted, allows advertisers to reach the right people at the right time with the highest likelihood of ending the desired result, whether it is buying, video display, download or subscription,” he says.

In addition, DSPs often collaborate with third-party data providers, giving you better tracking and reporting features than a single network usually provides. And in the planning process, the targeting options are more personalized, which means you can get better conversion frequencies.

Now that you know more about DSP advertising and how it works, let’s discuss the platforms that can help you do it.

When I choose a DSP to work with, I like to look at how many ad exchanges DSP has access to because it affects how many people you can reach. I also like to consider costs, training (full service or self -service), support and ease of use. Here are some of the best DSP advertising tools to choose from:

1. Basic technologies

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Best for: Large companies or businesses at company level

Basic Technologies is an omnichannel DSP built to generate better results for your ad campaigns. In my opinion, one of the best features is that it uses AI Machine Learning to automatically analyze data from several campaign parameters to optimize your ads.

With this DSP you can target hyper-local audiences across devices and more touch points. You also get access to the industry’s leading exchanges along with 25,000+ audience segments of over 30 different data providers.

Why do I like it: Basic technologies utilize the power of machine learning to analyze data and automate processes. I also like how automated monitoring helps ensure the brand’s reputation and security.

2. Google Marketing Platform

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Best for: Small to large businesses or agencies

Google Marketing Platform is Google’s Unified Advertising and Analytics platform for smarter marketing and better results. This DSP has several products for both small businesses and corporate companies, including campaign manager 360 and Display & Video 360 (formerly DoubleClick).

With this product, you can save time with cross-cutting channel ad management to maximize insights and optimize media and creative performance across all your digital campaigns.

The flexibility is the prominent feature of this DSP. You can use third -party functions and integrations so you can choose the options that best help you manage and measure your campaigns.

Why do I like it: Google’s products are designed to work together, but also provides the flexibility of using third -party features and server for server integrations.

3. Knorex

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Best for: Medium -sized to large advertising agencies

Knorex is a universal advertising platform that automates personal marketing across channels, devices and AD formats. You can market on Google Search, CTV/OTT, Dooh and Social Media all one place.

This DSP also uses AI to learn from past data to predict and adjust ad-budgets dynamically in real time to drive higher efficiency.

Why do I like it: Knorex appreciates security that offers a variety of brand -private life and safety tools out of the box.

4. Jampp

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Best for: Businesses looking for a mobile DSP solution such as game or fintech -Apps

Jampp is a DSP that utilizes unique contextual and behavioral signals to deliver customers and purchases in the app through programmatic advertising.

The most important features of this platform are user collection, app retarding, geolocated ads, dynamic ads and prediction bids. What I like most about Jampp is its focus on mobile-first ads.

Why do I like it: Jampp’s app retarding helps to engage existing customers again and use their past behavior to predict whether they want to convert or not.

5. SUMMATEX

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Best for: Businesses that need a mobile-first DSP solution

SUMDEX is a mobile DSP designed for growth. The platform uses a combination of its own programmatic advertising technology, machine learning and first -party data.

With this platform, you can reach the global audience in scale and engage the audience with its retargeting capacities.

Why do I like it: SUMATEX appreciates security as much as helping your fire scale. The platform is a registered member of Tag (reliable responsibility group) in the US and has an IAB (Internet Advertising Bureau) Gold Standard Certification.

6. Mediamath

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Best for: Medium -sized to large agencies who want a custom solution

Mediamath is a customizable DSP that provides brands a myriad of options for managing their campaigns. Choose to use their built -in creative tools to run ads on their server, or choose one of your own. You can even use APIs to run on top of your core foundation.

Why do I like it: In my opinion, the adaptation is the greatest function of the platform. Mediamath’s product is not a one size DSP that fits everyone. Brands can tailor their components to build an advertising solution that suits their needs.

7. Amazon DSP

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Best for: E-commerce brands that wish to advertise on Amazon (and Amazon-owned sites)

Amazon is one of the world’s largest online retailers, so it’s not surprising that brands want to exploit their advertising audience. Both advertisers selling products on Amazon and those who can’t use Amazon DSP.

They offer two options: Self -service and managed service. With self -service, brands are in full control of their ad campaigns. Those who are new in programmatic advertising or need guidance are advised to use the administered option; However, it comes with a minimum cost of $ 35,000.

Why do I like it: You don’t have to be an Amazon seller to use his DSP. Amazon DSP can greatly increase brand awareness for sellers on and off Amazon.

My takeaways about DSPs

After examining DSPs and talking to the experts, my biggest takeaway is that they are the best way to manage all your ad campaigns across channels in one place.

However, using DSPs is not a “set it and forgets that” kind of solution. Marketing people still need to be involved in the bid and targeting process to make sure they get the most ROI out of the tool.

When choosing a DSP, be sure to understand how many warehouses it will have access to, what third -party data integrations it offers and what targeting criteria are available. To run programmatic ads on a DSP successfully, you need to reach the global audience with personalized ads. While using a DSP simplifies paid ad handling, it does not replace customer research and has a clear idea of ​​who your target audience is.

The editor’s note: This post was originally published in February 2021 and has been updated for understanding.