Advertisers use a DSP to facilitate the process of ad buying and a DMP to utilize third-party Endanwender data (brands can merge first- and third-party data to strengthen targeting capabilities). Another key benefit of SSP software is that it allows publishers to better control pricing of their ad inventory, e.g. https://anzeigenoptimierung28372.blgwiki.com/806848/die_grundprinzipien_der_online_werbung