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Comment by nl | Hacker News Reader

A demand side platform (DSP) is a platform where you as an ad buyer can buy advertising space on one or more platforms. The ad spaces are standardized.

There are also supply-side platforms (SSP) where media companies sell space to advertisers. In this case the ad inventory is already there on the platform looking for places to get deployed.

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Is Google search a DSP or SSP?

Can you give examples of each?

Thanks.

Eh, not really. Google's DV360 platform (formerly known as DBM) is their DSP. Google Search is their platform for buying search inventory. Some of the display/video buying capabilities that exist in Google Ads exist in a much more advanced version in Dv360 via Search Ads 360.

The stack can get a bit convoluted.

If you want a high signal overview to various components of the ecosystem, I often point people to the Jounce "little black book" series as I find it does a decent job of summarizing the components and their use, as well as how data flows between and within them.

https://jouncemedia.com/little-black-book

Google search is closely linked with Google Ads, Google’s own advertising service which allows advertisers to place search results for their website on search engine results. Google also allows Advertisers to let the ads be displayed on their Search partners as well. Technically speaking, Google Ads is a DSP.

Google search is a place where ads shown along with Search results.

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