Best Demand Side Platform (DSP) Software of 2026

The digital advertising field is growing continuously, and with advances in advertising technology, demand side platforms (DSPs) are becoming popular among advertising businesses.

A demand side platform is a software solution advertisers use to purchase online ad space from digital marketplaces or digital advertising exchanges where publishers post readily available ad inventory slots. With features such as programmatic advertising, DSP software allows advertisers to automate the process of buying ads across bidding networks.

DSPs are primarily managed by advertising agencies or in-house marketing teams that are proficient in real-time advertising.

In this buyers guide, we’ll cover the basics of DSP software so you can make an informed software purchase for your business.

Here’s what we'll cover:

• What is a demand side platform?

• Common features of a demand side platform

• What type of buyer are you?

• Benefits of a demand side platform

• Key considerations

What is a demand side platform?

A demand side platform is a software solution advertising companies use to buy online ad space from an ad exchange or directory where publishers list available inventory. DSP tools allow media buyers to participate in auctions and offer data tools to make the most effective use of bidding and targeting options.

Modern DSPs can not only connect advertisers to ad exchanges but also enable cross-channel media buying for platforms such as Facebook, Instagram, LinkedIn, and Google Search. They can also combine cross-channel ad campaigns into a single user interface.

Campaign manager in Amazon DSP (Source)

Common features of a demand side platform

Most DSP software products have the following features in common:

What type of buyer are you?

Most DSP software buyers belong to one of the following categories:

• Marketing departments: These buyers include in-house marketing teams that need highly specialized applications to create and run advertising campaigns for their target audiences. Marketing departments should look for demand side platforms that allow them to track ad effectiveness in terms of viewability, impressions, clicks, and ad spend.

• Advertising agencies: These buyers include ad agencies that advertise on behalf of their customers. They help customers design the advertising strategy, choose an effective audience, and resolve any performance issues that may arise. The demand side ad platform they select should have a reporting module to offer regular cost and performance evaluation to their customers.

Benefits of a demand side platform

Implementing a DSP solution has various benefits, including:

• Task automation: DSP software automates the various processes involved in ascertaining ads, such as downloading reports, copying and pasting inventory data, and retargeting audiences. By doing so, it helps streamline day-to-day optimization processes. Such tools also assist in evaluating which traffic sources (direct, referral, or search) are performing the best.

• Improved targeting: The audience targeting feature of DSP software allows you to target a specific type of audience based on criteria such as the device used, demographics, buying habits, and geotargeting. These criteria, combined with data management platforms, then assist in effective end-user product targeting.

• Better brand integrity: DSP software allows ad buyers to choose the source of impressions and refuse any content that may harm their brand’s image. When setting ad targets, the software lets a media buyer reject certain websites, decide the placement of ads online, and choose what not to advertise, among other options, to help ensure better brand integrity.

Key considerations:

Here are a few key considerations to keep in mind when purchasing DSP software:

• Integration: Evaluate your advertising requirements to understand which software features your team needs. Some DSP tools integrate with only local publishers, while others partner with global ad exchanges. Also, ensure the software supports multiple ad formats, including social media ads, pop ads, push ads, search ads, and redirects.

• Customer support: Even in the most user-friendly DSP tools, it’s not uncommon to face some technical difficulty. If you don’t have a trained IT team to handle issues that may arise while using the software, be sure to evaluate the training and support services the vendor offers, before making an actual investment. The support options may include 24/7 live chat, online case submissions, webinars, or in-person training.

Note: The application selected in this guide is an example to show a feature in context and is not intended as an endorsement or a recommendation. It has been taken from sources believed to be reliable at the time of publication.