Word of the Day: demand-side platform (DSP)

Word of the Day Daily updates on the latest technology terms |March 13, 2017

demand-side platform (DSP) A demand-side platform (DSP) is software that allows an advertiser to buy inventory from ad exchanges and manage advertising campaigns. A DSP accesses data from multiple sources and performs real-time analytics to evaluate impressions as they are offered and place bids accordingly. The DSP can connect to multiple ad exchanges and data exchanges. In a real-time bidding (RTB) system for programmatic advertising, a DSP automates decisions, bids and purchases in real time, while a user's requested web page loads. The advertiser can select criteria for targeted ads and access huge numbers of available impressions. DSPs also connect to multiple supply-side platforms (SSP). SSPs, the counterpart to demand-side systems, allow publishers to offer their available inventory to ad exchanges and DSPs. Vendors of DSPs include Adchemy, BRANDSCREEN, DataXu, Invite Media, Lucid Media, MediaMath, Triggit, Turn and X+1. Quote of the Day "Advertising has always been about data. Even when you go back to the '60s and the sponsoring of TV shows, it was always about finding an audience." - Richard Sobel   Trending Terms ad exchange real-time analytics real-time bidding supply-side platform targeted ad programmatic advertising   Learning Center Sky's the limit for cloud big data in online ads An online marketing and advertising company finds that using a cloud big data platform is more economical and better for the work it does. Marketing and advertising remain sweet spots for big data technology Marketing and advertising are the sweet spots for big data, but those who serve them up will need to evolve to survive. Learn more about how marketers and advertisers use big data. Don't Fall Prey to the Perils of Lowest-Possible CPMs This bog post warns marketers about perils of low cost CPMs associated with programmatic advertising and lays out better ways to target audience through context. CIOs under pressure to generate revenue through data monetization Companies are increasingly venturing into the data monetization business, putting added pressure on CIOs.   3 Questions to Ask Before Starting a Retargeting Campaign This post outlines 3 questions technology marketers should ask before launching a retargeting campaign and why you must pay more attention to data sources. Writing for Business ________ allow an advertiser to maximize their ROI through exceptional targeting, real-time bidding, and campaign optimization. A. DSPs B. DSP's Answer       Stay In Touch For feedback about any of our definitions or to suggest a new definition, please contact me at: mrouse@techtarget.com   Visit the Word of the Day Archives and catch up on what you've missed!   FOLLOW US About This E-Newsletter This e-newsletter is published by the TechTarget network. To unsubscribe from Whatis.com, click here. Please note, this will not affect any other subscriptions you have signed up for. TechTarget, Whatis, 275 Grove Street, Newton, MA 02466. Contact: webmaster@techtarget.com Copyright 2016 TechTarget. All rights reserved.