What happens every second with DSPs?

With demand-side platforms (DSPs), several actions occur in rapid succession every second that are crucial to the functioning of programmatic advertising. The primary role of a DSP is to connect advertisers with available ad inventory by evaluating bids, making purchases, and ultimately deciding how many ads to serve based on various parameters.

Every second, DSPs continuously evaluate bids from different exchanges to identify the best inventory available for their advertisers. This process involves assessing multiple factors, including the cost of impressions, targeting criteria, and performance metrics, ensuring that advertisers receive optimal placements for their campaigns. Additionally, DSPs facilitate real-time bidding, which involves making purchases for ads almost instantaneously. This means that for every impression available, multiple DSPs may compete to secure the best deal for their advertisers.

While the option stating that it depends on the DSP suggests variability, it's essential to recognize that the consistent actions taken by all DSPs revolve around bid evaluation and ad purchasing. Thus, the excitement of programmatic advertising lies in how these systems operate dynamically to meet the objectives of advertisers every second during digital ad campaigns.