The Demand Side Platform (DSP) is the brain of Programmatic advertising. The DSP works with brands and agencies to identify specific audiences, bid on and buy impressions for those audiences, and deliver ads. It then optimizes cookie data to buy additional impressions. Advertising inventory is purchased in real time by the DSP through exchanges and Sell Side Platforms (SSPs). Together with a Data Management Platform (DMP) the DSP identifies patterns of cookies, solidifying the value of impressions.
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