How DSP Advertising Works

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In this chapter, we will explain in detail how DSP advertising works.

2.1 Until DSP ads are displayed

DSP is a platform that instantly determines "which users (delivery targets)," "what space (ad space)," "how much (bid amount)," and "how (creative)."

To see what mechanism is behind that split-second decision, let's first take a look at the overall process leading up to an ad being displayed to the user.


① When a user views a web media with ad space, the media sends an ad request to the SSP.

② The SSP sends the user information obtained from the cookie to usa consumer email list each DSP and requests an auction for the bid amount for whether they want to be featured on the web media.

③ The DSP conducts an internal auction based on the target conditions and user information from the SSP.


④ Each DSP submits its desired bid price and sends it to the SSP

⑤ The SSP notifies the web media of the DSP with the highest bid, and the web media sends an ad delivery request to the DSP with the highest bid.

⑥ The ad from the DSP that offered the highest bid amount will be displayed on the web media.

This process is called RTB (Real Time Bidding).

2.2 Bidding logic of each DSP

Each DSP has its own bidding logic.



The optimal bid price is calculated by taking into account not only the user information received from the SSP, but also variables such as the "position of the ad space," "time/day of the week," "industry," and "purpose of ad delivery."