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DSPs automate the ad-buying process by deciding how much to bid on an ad impression in real-time. This decision is made the instant an ad impression is available on a publisher’s website or app, depending on the advertiser’s requirements. First-partycookies. Demand-side platforms.
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This scalability allows for a broader reach, enabling advertisers to target and retarget audiences across multiple platforms and devices efficiently. RTB), which uses real-time auctions to buy guaranteed ad impressions in advance from specific publisher sites.
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