# Untitled Demand Side Platform (DSP) ## Overview The Untitled Demand-Side Platform (DSP) allows advertisers to activate their audiences directly across premium streaming and display environments using programmatic advertising. A **Demand-Side Platform (DSP)** is software that enables advertisers to purchase and manage digital advertising inventory across multiple publishers and exchanges from a single interface using automated real-time bidding. Within the Untitled platform, marketers can: * Launch campaigns across Connected TV (CTV) and Over The Top (OTT) streaming platforms. * OTT generally refers to any video streamed over the internet. CTV is a *subset* of OTT, defined by the device the video is seen on: a TV as opposed to a phone, tablet, or laptop. OTT and CTV ads are videos. * Launch display ad campaigns across thousands of websites and apps. * Display ads are sometimes also called 'banner ads' and are typically GIFs or still images displayed alongside content. * Launch pre-roll and mid-roll video ads within website content. * Pre-roll ads play before an internet video, like a YouTube video, a news segment, sports report, etc. on a website or app. Mid-roll ads play in the middle of longer video content. These types of ads are sometimes skippable. * Activate first-party and CRM audiences that you already own * Retarget identified website visitors via the Untitled ID Tag * Manage Untitled DSP campaigns, budgets and audiences from a single environment Instead of exporting audiences into external ad platforms, Untitled allows you to **build audiences and activate them directly within the same system**. *** ## How the Untitled DSP Works The Untitled DSP connects advertisers to programmatic ad exchanges where publishers make advertising inventory available. When a campaign is active: 1. A user visits a website or streaming platform with available ad inventory. 2. The publisher sends a bid request to advertising exchanges. 3. The Untitled DSP evaluates the request against your targeting criteria. 4. If the user matches your audience, the DSP submits a bid for the impression. 5. If the bid wins the auction, the ad is served. This entire process happens in milliseconds through real-time bidding. *** ## Activate Audiences You Already Built The Untitled DSP is designed to work directly with the audience data generated within the Untitled platform. This includes audiences built from: * Audience segments built within the Untitled Audience Studio * Website visitor identification via the **Untitled ID Tag** * CRM uploads * First-party CSV uploads of your existing client lists * Intent Topic Audiences and Interest-Based targeting Because the DSP is integrated with the broader Untitled platform, advertisers can **identify, segment, and activate audiences without exporting data between systems.** *** ## Advertising Channels Available The Untitled DSP provides access to programmatic inventory across several digital environments.
### Connected TV (CTV) & OTT Run video ads across streaming platforms and connected TV environments. Typical inventory includes placements across services such as: * Hulu * Peacock * Max * Prime Video * Smart TV applications and streaming devices These placements allow brands to reach audiences watching streaming content on television screens. *** ### Streaming Audio Audio campaigns allow advertisers to reach listeners across music streaming platforms, podcasts, and digital radio environments. Audio advertising can be used for both brand awareness and retargeting campaigns. *** ### Display Advertising Display campaigns allow advertisers to reach audiences across the open web through major programmatic exchanges. These placements include: * Banner ads across publisher websites * Native placements across content platforms * Retargeting ads served to known audiences *** ## Why Advertisers Use the Untitled DSP The Untitled DSP was designed to simplify programmatic advertising while reducing the cost and complexity typically associated with enterprise media buying platforms. Key advantages include: **Activate first-party audiences directly**\ Launch campaigns using audiences already built in Untitled. **Access premium streaming inventory**\ Serve ads across major streaming platforms and the open web. **Lower CPMs through reduced middlemen and wholesale rates**\ Untitled connects advertisers closer to the bid stream, helping reduce unnecessary platform markups. **Manage campaigns in one place**\ Audience creation, targeting, and media activation occur within a single environment. *** ## Related Articles * [Creative Specifications Guide for DSP Campaigns (CTV & Video, Audio and Display Ad) ](https://docs.getuntitled.ai/untitled-demand-side-platform-dsp/creative-specifications-for-dsp-campaigns) * [Untitled DSP FAQs](https://docs.getuntitled.ai/untitled-demand-side-platform-dsp/untitled-dsp-faq)