A Demand Side Platform is an advertiser platform that uses a powerful AI & ML based algorithm, to check the relevancy of each user to the ad and decides to buy the inventory or not. Some of the critical benefits of DSP are:

• Greater control over the inventory 
• Demand Side platform also provides high data transparency about each ad impression
• Based on insight, advertisers can optimize spending towards their goal.
• Sophisticated targeting options available

A Supply Side Platform is an Ad-Tech platform used by the publishers to optimize their ad inventory in real-time. Some of the key benefits are

• Increase in fill rate
• Competitive price for the inventory
• Helps to maintain Publisher Brand Safety by blocking bad ads
• SSP works with DSP to keep in control the limit of a similar ad impression to the users