Advertisers use a DSP to facilitate the process of ad buying and a DMP to utilize third-party Endbenutzer 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://bookmarkity.com/story17595105/online-werbung-grundlagen-erkl%C3%A4rt