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How do DMP and DSP work?

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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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