demand-side platform

Definition

Software that allows advertisers to automatically purchase ad inventory across multiple exchanges and networks through a single interface, because manually buying ads on ten thousand websites would require immortality. Abbreviated as DSP by people who enjoy acronyms.

Example Usage

We consolidated all our display buying into one DSP, which saved our team from logging into 47 different platforms every morning.

Origin

Coined in 2007 alongside the rise of programmatic advertising

Fun Fact

The largest DSPs process over 100 billion bid requests per day, making more decisions before breakfast than most humans make in a year.

Source: Programmatic advertising technology terminology

Related Terms

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buzz kill

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pay-per-click

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frequency

How often something occurs within a given time period, whether that's radio waves oscillating, ad impressions served, or your project manager asking for status updates. In physics, it's measured in Hertz; in marketing, it's how many times your target audience sees your ad before they start actively hating you. The sweet spot between "who are you?" and "please make it stop."

📣 Marketing / Advertising

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