# Demand-side platform

Concept · [Business and metrics](https://ecosystem.samcarlton.com/business)

Also called: DSP, DSPs, demand side platform

Software that advertisers use to buy ad space across many websites and apps automatically, with targeting and budget rules.

**For example:** A brand sets a budget and audience in its demand-side platform, which bids on matching ad slots across thousands of sites.

## Connects to (4)

- [Programmatic advertising](https://ecosystem.samcarlton.com/programmatic-advertising): Buying and selling online ad space automatically through software, often in auctions that run in a fraction of a second as a page loads.
- [Supply-side platform](https://ecosystem.samcarlton.com/supply-side-platform): Software that websites and apps use to sell their ad space automatically to many buyers at once.
- [Ad exchange](https://ecosystem.samcarlton.com/ad-exchange): The digital marketplace where ad space from sellers is auctioned to advertisers in real time.
- [Display & Video 360](https://ecosystem.samcarlton.com/display-video-360): Google's platform for large advertisers and agencies to buy display, video and streaming ads across many sites in one place.

Map view: https://ecosystem.samcarlton.com/demand-side-platform