In the last several years, a process has been observed, which can be called the reformatting of media advertising technology. “Three-letter abbreviation” technologies such as DSP – RTB – SSP – DMP have been replacing monolithic advertising networks. The main point of the process is to separate technologies working on the side of the advertisers, technologies working on the side of the sites, and exchange technologies located between advertisement buyers and sellers.
Demand-side platform (DSP) is intended for advertisers and advertising agencies participating in the process of purchasing Internet-ads via real-time bidding (RTB). The system is directed towards advertisers and let them create and manage advertising campaigns; it also allows merchants and agencies to configure targeting, process stats, and interact with external RTB-SSP components.