DSP
Demand-side platform — buys impressions for advertisers in real time.
"The investment fund placing trades based on a strategy."
Where DSP sits
Reshuffle for more — each fact links to its source.
The Trade Desk IPO'd at $18 in September 2016 and first traded at $28.75 — its market cap is now larger than the entire US newspaper industry.
DV360 is Google's DSP and used to be called DoubleClick Bid Manager — same Bay Area team that built AdX, on a different floor.
A single DSP typically scores a bid request in under 10 milliseconds — most of that budget is spent on user-data lookups, not modeling.
- · Bid request (OpenRTB)
- · Audience segments
- · Campaign budget
- · Bid response with price + creative ID
The Trade Desk, DV360, Amazon DSP. Decides whether to bid in <100ms by scoring the user against campaign targeting and predicted outcome. Caches creative on CDN for fast playback.