What is a Demand-Side Platform (DSP)?

A demand-side platform (DSP) is a system for advertisers to purchase and manage ad inventories from multiple ad sources through a single interface. This is normally done using intelligent software which bids on the inventories using an auction process. This makes the buying and selling of ads cheaper and more reliable.

Google Ads (formerly known as Google AdWords) is Google’s own advertising service which allows you to place search results for your website on a search engine results page by paying for them.

Technically Google Ads is a DSP. Its difference from most other DSPs is that Google sells exclusively its own inventory (while other DSPs make it possible to purchase traffic from various suppliers).

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