Demand-Side Platform (DSP)
Technology used by advertisers and agencies to purchase advertising inventory across multiple publishers through a single interface.
A Demand-Side Platform (DSP) is a technology platform that enables advertisers, media agencies, and trading desks to purchase advertising inventory across multiple publishers, ad exchanges, and media channels through a single unified interface.
DSPs use real-time bidding (RTB) to evaluate and bid on available advertising impressions based on targeting criteria — audience demographics, location, time of day, contextual signals, and more. The DSP evaluates each impression opportunity in milliseconds, determines the optimal bid price based on the advertiser's campaign goals, and submits the bid to the relevant Supply-Side Platform (SSP) or exchange.
In the context of retail media and programmatic DOOH, DSPs allow brands to purchase in-store screen advertising alongside their broader digital media buys, using the same targeting and measurement infrastructure. Adflux connects to 35+ global DSPs, enabling brands to access in-store retail media inventory through their existing programmatic buying workflows.