DSP vs SSP
DSP and SSP are easy to mix up. Here are both definitions from the HighRisk Media glossary side by side.
Comparison table
| Term | DSP | SSP |
|---|---|---|
| Full name | Demand-Side Platform | Supply-Side Platform |
| In short | DSP (demand-side platform) is a software platform through which an advertiser automatically buys ad impressions in real-time auctions on ad exchanges. | SSP (Supply-Side Platform) is a sell-side platform that lets publishers sell their ad inventory through automated auctions to buyers via DSPs and ad networks. |
| Verticals | Gambling, Betting, Crypto, Fintech, Dating, Nutra | Gambling, Betting, Crypto, Fintech, Dating, Nutra |
What is DSP?
A DSP is the demand side of programmatic advertising. An advertiser or its agency sets the parameters in the platform: audience, geo, devices, inventory sources, budget, maximum bid, and target action. The system then takes part in auctions on its own and decides which impression to buy and at what price.
What is SSP?
An SSP receives bid requests from publisher properties (websites, apps, video players) and sends them to connected DSPs and ad networks. Buyers compete in a real-time auction under the RTB model, and the winning bid determines which banner or ad the user sees. The SSP takes a commission from impression revenue, and the publisher receives the rest.