What are the Differences Between DSPs, SSPs and

DMPs?

DSPs
The Demand-Side Platform is referred to as a DSP. It is a piece of software that
allows you to buy ads in an automated way. It is utilise by advertisers to
purchase ad impressions from ad exchanges such as Google AdX.

How does DSP work?

Advertisers can use DSPs to buy ad impressions across different publishers'
websites that are targeted to specific users based on characteristics such as
their location or previous browsing activity.
They also decide which ad impressions are the most cost-effective and efficient
for the advertiser.
Advertisers can use DSPs to do the following from a single interface:
o Set ad creatives;
o Manage and optimize bids;
o Do audience targeting.

Examples of DSP

One of the best demand-side platforms in adtech is Google Display & Video
360, Xandr, MediaMath, and Adobe Advertising Cloud.

Many adtech firms (such as Xandr) combine an SSP and a DSP into one
package. Some systems even combine an SSP, a DSP, and a DMP (like Adform).

These full-stack solutions are designed to connect publishers with relevant

advertisers and vice versa, as well as to assist both the buy-side and sell-side in
managing their advertising operations with better efficiency and transparency.
SSPs

The Supply-Side Platform is referred to as an SSP. This platform is the opposite

of DSP in that it is used by publishers.

It is a programmatic advertising platform that allows publishers to sell ad

inventory to advertisers across several ad exchanges. An SSP helps publishers
maximise their ad revenue by making their ad inventory available to high
demand.

How Does SSPs Work?

Simply said, SSPs link publishers' ad inventory to a variety of ad exchanges and

DSPs.

Publishers can use supply-side platforms to:

o Run an RTB auction and serve the ads;

o Evaluate the bids;
o Set the bidding range (aka price floors).

Examples of SSPs

OpenX, Xandr, and PubMatic are three of the most prominent supply-side
platform firms.

Keep in mind that the price acquired by one SSP may not be the best available
on the market. This is due to the fact that each SSP has its own set of buyers.

Publishers can also benefit from website monetization solutions such as

Setupad.
DMPs

A Data Management Platform (sometimes known as a data warehouse) is

software that stores audience and campaign data from a variety of sources.
These sources in digital advertising include publisher websites and applications
where advertisers can buy ads. Marketers can access and manage data such as
mobile identifiers and cookie IDs in a DMP to generate targeting segments for
their digital advertising campaigns.

DMPs are frequently used by publishers to store data about their users. They
can then utilise that data to package audience segments of their own to sell to
advertisers.

Working of DMPs

Advertisers can use programmatic ad buying to extend campaigns over a large

number of websites and apps by using ad exchanges, ad networks, and
demand side platforms (DSPs). Marketers can use data management tools to
combine audience and performance data from multiple sources.

Advertisers can use a DMP to create audience segments based on customer

information, demographics, household income, historical browsing history,
purchasing information, geography, device, and other factors, and then
analyse how those segments performed. The campaigns can be regularly
optimised based on the results of the analysis to reach the best-performing
audience segments.

Examples of DMPs

Adobe AudienceManager (Adobe purchased DMP Demdex in 2011), Oracle

DMP (Oracle acquired BlueKai in 2014), eXelate (now owned by Nielsen), Krux,
and Lotame are some of the biggest DMP technology suppliers. Some DSPs
now have their own DMP technology as well. Turn is an example of a DSP that
also provides DMP technology to its clients.