Glossary · Platforms and measurement
DSP
Demand-Side Platform: a platform an advertiser uses to buy ad space from many sites at once.
In detail
A DSP (demand-side platform) is the tool of whoever buys advertising. From a single screen, the advertiser defines who they want to reach, how much to pay, and which creatives to use, and the DSP buys the spaces that meet those conditions, usually in auctions that last milliseconds.
DSPs often have their own rules for HTML5 banners (weight, format, security verification), in addition to the ad server’s rules.
Example
Display & Video 360 is a DSP: there you set the budget and audience and upload the creatives.