A demand-side platform is software advertisers use to buy programmatic inventory across many SSPs and exchanges from one interface. DSPs handle bidding, frequency caps, creative rotation, and audience segments. Examples: Google DV360, The Trade Desk, Amazon DSP. Choosing a DSP affects data integrations, fees, and inventory access.
Self-serve social platforms (Meta, TikTok) are not classic DSPs but compete for the same budget.
Sources
Last verified Jun 5, 2026