A demand side platform is programmatic software for advertisers that provides automated, centralised media buying from multiple sources. As its name implies, a DSP is driven by the demand side of the advertising equation: Advertisers seek inventory that will help them reach the right audiences at the right time, within a defined budget.
For example, with a demand side platform like Amazon DSP, advertisers are able to programmatically buy display ads, video ads, and audio ads both on and off Amazon sites and apps. It is available to advertisers who sell on Amazon and those who don’t. Brands can reach new and engaged audiences through high-quality, brand-safe inventory that includes Amazon-owned sites, such as IMDb or Twitch, and leading publishers’ sites.