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What is Demand-Side Platform (DSP)

Chapter 91

Encyclopedia of E-Commerce Development, Implementation, and Management

A technology platform in RTB advertising to enable advertisers to use the cross-platform advertising to reach their targeted audiences through real-time budget optimization and data integration. DSP allows advertising agencies to take part in multiple auctions through different ad exchanges at the same time.

Published in Chapter:

Real-Time Bidding Advertising: Challenges and Opportunities for Advertising Curriculum, Research, and Practice

Kenneth C. C. Yang (The University of Texas at El Paso, USA) and Yowei Kang (Kainan University, Taiwan)

Source Title: Encyclopedia of E-Commerce Development, Implementation, and Management

DOI: 10.4018/978-1-4666-9787-4.ch091

Full Text Chapter Download: US $37.50 Add to Cart

What is Demand-Side Platform (DSP)

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