The new generation marketers have already realized the high potential that lies in online advertising. Older methods have undergone revolutionary changes, and programmatic advertising has become the future of marketing. 
Purchasing online advertising space through real-time bidding (RTB) is termed as programmatic advertising.
This method is the replacement for the traditional manual means of buying ad space, which was less effective and involved more risk.
Demand-side Platforms in brief
The whole system functions systematically. Advertisers can put their preferences like target market, demography, etc. into the DSP. The platform then uses artificial intelligence (AI) to further the process by making bids on it. 
The auction takes place in real-time form, and the maximum bidding ad appears on the website after the page fully loads.
This auction process includes buying ad spaces in online displays, mobile & video markets, social media platforms, and other visual markets available.
8 types of Demand-Side Platforms (DSP)
- MediaMath: It is one of the most preferred types of Demand-side platforms that marketers take an interest in.
The company was founded in 2007, and it has partnered with thousands of developers & organizations. The platform has a unique feature where it guarantees brand safety. 
Usually, advertisers can only see the ad placement after it is published. Therefore, MediaMath provides a refund to the advertises if the ad runs next to an offensive page.
It is one of the most transparent platforms which ensures full access to data and customization options for its users.
They have setups and dedicated teams that support users in setting up and maintaining ad campaigns.
- Facebook Ads Manager: The platform is available in the form of an app and allows advertisers to create, edit, manage, optimize, and track ad campaigns.
Facebook, concerned about user data and privacy, canceled its previous launch of ‘atlas,’ a type of DSP like Google’s. 
Therefore, it removed the technical teams that catalyzed the programmatic auction process. It provided the buying platform & bidding ad space on their site.
Facebook Ads manager got charged for having their programmatic strategy working with cookies instead of people.
This is concern over people’s data privacy which Facebook is still working on. It now sells its own and Instagram’s inventory while matching up to the standards of other DSP’s.
- Amazon Advertising Platform (AAP): Being termed as the dark horse in the ad tech industry, Amazon keeps secrecy around its DSP.
Advertisers can use the AAP to reach shoppers across its sites, web, and app. Users can design more relevant ads and target precisely with the tool. 
The major plus point of using the Amazon Advertising Platform is that it can produce online shopping behavior of millions of people in real-time. This feature would help us understand where and how particular ads would work.
- Rocket fuel: It is one of the most flexible types of Demand-side platforms that enable users to control their ad campaigns.
Started in the year 2008, Rocket Fuel is a self service DSP that uses AI to predict strategies and action that would benefit the clients. 
Such predictive marketing ensures that users get personalized data insights, relevant information and real-time ads.
The DSP provider offers its self-developed Data Management Platform (DMP) where advertisers can see their campaign progress. It aims at providing complete transparency over the functioning of its platform to the advertisers.
It is known for facilitating smart buying across significant sources of real-time ad inventory. Thus, providing freedom to develop new ideas and business rules for bidding & optimizing.
- DoubleClick: Google’s subsidiary and one of the leading types of Demand-side platforms, DoubleClick was quoted as
“Integrated ad-technology platform that enables agencies and advertisers to more effectively create, manage and grow high-impact digital marketing campaigns.”
They declared the availability of Television ad space on the platform in April 2017. 
As the tech giant, Google is known to have vast data and resource that adds up to the inventory of the programmatic advertising bids.
Google, along with Facebook, has come under scrutiny for having ad strategy tools working with cookies as they have vast data.
- AppNexus: The DSP works towards strengthening the wide audiences available on digital platforms using a fusion of machine learning and date harnessing.
AppNexus provides some of the most exceptional solutions aligned with customer preferences. It is highly transparent and cheaper compared to the other platform providers. 
The real-time sources offer a better opportunity to the users, which helps them maximize their benefits.
The machine learning, along with data inputs help users design smart ad campaigns.
- Choozle: It is a self-service platform that integrates user-experience with high-end tools to provide precise targeting, buying, and selling features.
The best part about using Choozle is that it looks after the client’s budget. It cuts off unnecessary process, tech, and tool, thus reducing cost. 
It delivers real-time programmatic advertising along with measuring tool at efficient rates. Choozle being one of the most reasonable types of Demand-side platforms, it is known for tailor-making ad costs for users.
- LiveRamp: It provides data, tech, and services that are required to empower users and provide a base for a multi-channel sales approach. They have formulated an identity resolution service that has LiveRamp identity link.
This link pairs up data with real customers, thus, strengthening people-based marketing across channels. 
The team of developers keeps creating relevant stock for their consumers so that they can connect with their markets and brands.
They are currently working on building people-based marketing in programmatic advertising to remove the unwanted cookie invasion.
How are these types of Demand-side platforms changing online marketing?
These were just a few of the many types of Demand-side platforms. Many new companies have launched their services in programmatic advertising while the rest have updated their systems.
DSPs come with their advantages and drawbacks; hence, it is up to the requirement of clients. 
Facebook and Google have landed in soup due to privacy concerns on their DSPs. To challenge the status quo, many smaller organizations like AppNexus, MediaMath, LiveRamp have started developing more people-based originals.
This strategy is purely to combat the intrusion of tracking cookies and identifiers.
The CEO of AppNexus, Brian O’Kelly quoted in one of his statement that
“Today, 48% of all digital advertising dollars accrue to just two companies – Facebook and Google,”
As programmatic marketing nowadays depends on cookies, it is challenging to translate consumer identity across the channel.
Privacy is a major concern separately; the smaller companies are focusing on adding identity resolution to it. This idea would help enhance the overall consumer experience by assisting them to create relevant campaigns.
