In programmatic advertising, two essential tools-demand-side platforms (DSPs) and supply-side platforms (SSPs)-are responsible for automating how digital ads are bought and sold.

While both play a crucial role, they operate on opposite sides of the transaction:

DSPs help advertisers find and purchase ad space that matches their audience,
While SSPs assist publishers in selling their available inventory to the highest bidder.
This guide explains how these two platforms work together, ensuring ads are placed effectively and helping both advertisers and publishers achieve their goals.