DSP Platform

Publication date: 03 Feb 2025

DSP (Demand Side Platform) is a technology that is transforming the landscape of ad buying. If you are a media buyer or affiliate, you may be familiar with concepts like RTB (Real-Time Bidding) or programmatic. A DSP platform is a crucial component of these processes. But what is this platform, how does it function, and why is it so vital in modern marketing? Let’s explore the ins and outs of this technology.

What is a DSP platform?

A DSP (Demand Side Platform) is a system that allows you to buy ad impressions automatically through real-time bidding (RTB). In essence, it is a tool that helps media buyers and advertisers efficiently place ads on multiple sites using sophisticated algorithms and analytics. DSP platforms are used to handle various ad formats, including banners, videos, native ads, and teasers. Moreover, they are particularly popular in verticals such as gambling and betting, where it’s important to quickly test creatives and optimize campaigns.

If you want to dive deeper into the topic of programmatic advertising, read other terms in our 3S.INFO Knowledge Base.

Types of DSP platforms

DSP platforms can be divided into several types depending on their functionality and specialization:

1. Universal DSPs: Suitable for a variety of verticals including gambling, finance, betting and others.
2. Vertical-oriented DSPs: These systems are customized for specific niches, such as betting or e-commerce.
3. Self-serve DSPs: These platforms allow media buyers to set up campaigns independently, without the involvement of managers.

What is the functionality of a DSP platform?

The process of DSP work can be described in several stages:

1. The request to display advertisements is initiated. When a user visits a website or opens an app, the system sends a request to display an advert.
2. Real-time bidding (RTB) is a process in which advertisers compete to buy space in real-time auctions. DSP platforms participate in the auction by offering a price per display.
3. Ad Display. The advertiser who offers the best price and meets the targeting criteria wins.
4. Analytics and optimization. The DSP platform collects user behavior data and automatically optimizes campaigns.

This process is rapid, making DSP one of the most effective technologies in digital marketing.

How to choose a DSP platform?

When it comes to selecting a DSP platform, it is essential to consider key factors.

This decision is a critical one for any media buyer. Key criteria to consider include:

1. Methods of buying adverts

Some DSPs offer RTB only, while others offer fixed price or hybrid models. The choice should align with the goals and objectives of the company.

2. Availability of targeting options

The availability of targeting options, such as GEOs, devices, and interests, directly correlates with the precision of customizing your campaign.

3. Types of creatives and formats

It is essential to ensure that the platform supports the necessary formats, including videos, banners, teasers, and others, to optimize campaign effectiveness.

4. Analytics and optimization capabilities

A good DSP should provide detailed analytics and automatic campaign optimization.

5. Traffic quality

This is especially important for gambling and betting verticals. It is advisable to research the platform’s reputation and test its performance with small budgets.

Advantages of DSP platforms

Best DSP platforms / sites

Some of the popular DSP platforms include:

• RichAds is a highly regarded choice for media buyers in the gambling and betting sectors.
• PropellerAds is a versatile platform that supports a range of formats.
• SmartyAds is particularly well-suited for working with teasers and native ads.

For a comprehensive overview of the leading DSP offers, please refer to the Top Offers section on the 3S.INFO website.

Therefore, the DSP platform is a powerful tool for media buyers to automate ad buying and improve campaign performance. DSP is a reliable tool for media buyers at all levels of experience.