How do DMP and DSP work?


DMP and DSP work together to identify the user insights to find the relevant advertiser campaign to serve the ad. The following steps take place between them.

  • A Marketer holds his audience data in the DSP’s they use, i.e., A DSP of Marketer contains a table of cookie IDs that would match Ad Exchange and the DMP audience data.
  • When a DSP receives a bid request from the Ad Exchange, it needs to check the corresponding ID of users that can recognize the DMP.
  • DMP will pass the cookie ID’s corresponding user Interest, behavioral information, etc., to DSP 
  • Finally, if the user is relevant to the advertiser based on their AI & ML algorithm will decide how much bid to place in a bid response.

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