Glossary entry

What is a DSP (Demand-Side Platform)?

A DSP (Demand-Side Platform) is the software advertisers use to buy programmatic ad inventory across multiple ad exchanges from one interface. Major DSPs include DV360, The Trade Desk, Yahoo DSP, Amazon DSP, Adobe Advertising, MediaMath, and Xandr.

What a DSP does

Connects to dozens of supply-side exchanges, runs real-time bidding logic on every impression, applies your audience and brand-safety rules, and reports back at impression-level granularity. The DSP is the buying brain.

Major DSPs and how they differ

DV360: Google ecosystem, YouTube reservation. The Trade Desk: independent, strong CTV and identity. Amazon DSP: unique Amazon shopper data. Yahoo: legacy display strength. Adobe: marketing-cloud integration. Pick based on inventory access and team familiarity.

DSP fees

DSPs charge a tech fee on media spend (1 to 5%). Add data fees (audience providers), verification fees (IAS, DV), and ad-server fees (CM360). All-in fees often add 15 to 30% to media.

How Unled Network helps

We operate DV360 as our enterprise DSP and provide agency-seat access. Managed Campaigns handles strategy, bidding, and optimization end to end.

Frequently asked

DSP or Ad Network?

DSP buys across many exchanges with your bidding logic. Ad networks are pre-aggregated inventory with their own optimization.

Can I run DV360 and TTD together?

Yes, common at enterprise scale. Each captures inventory the other doesn't.

How much spend justifies a DSP?

$10K/month minimum for meaningful learnings. 5K+ to access premium inventory.

Do I need a DSP if I run Google and Meta?

If your reach is plateauing on those two, yes. DSP unlocks the broader open web.