> For the complete documentation index, see [llms.txt](https://docs.mediarithmics.io/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.mediarithmics.io/connectors/partner-types/dsp.md).

# DSP

What a DSP is, what it needs from your CDP, and which mediarithmics connectors reach one.

A **demand-side platform** buys advertising programmatically on your behalf. You define who you want to reach; the DSP bids for impressions matching that definition across the inventory it has access to - display, video, audio, in-app, connected TV.

The CDP's job in that relationship is narrow and important: it supplies **who**. The audience you build in mediarithmics becomes a targetable - or excludable - segment inside the DSP.

## What these connectors have in common

* **They are server-side.** Identifiers travel server to server, the whole audience is sent including history, and segment exits are communicated. The one exception below is Google Ads - Pixel.
* **They match on advertising identifiers**, chiefly third-party cookies and mobile advertising IDs, sometimes hashed emails. Which ones a given DSP accepts is the constraint everything else works around.
* **Most require cookie matching activated on your organisation.** It is not on by default, and a feed missing it runs cleanly and matches nobody.
* **Most require an authorisation on the partner side**, and several of those authorisation codes expire in minutes. Book the setup as a call rather than an email exchange.

{% hint style="warning" %}
Check identifier compatibility **before** building the audience. A well-built segment sent through an identifier its DSP cannot resolve produces a feed that looks healthy and reaches nobody.
{% endhint %}

## Connectors

<table data-search="false"><thead><tr><th width="300">Connector</th><th></th></tr></thead><tbody><tr><td><a href="/connectors/destinations/active-agent.md">Active Agent</a></td><td>Cookies</td></tr><tr><td><a href="/connectors/destinations/adform.md">AdForm</a></td><td>Mobile IDs, third-party cookies</td></tr><tr><td><a href="/connectors/destinations/adot.md">Adot</a></td><td>Cookies, hashed emails, mobile IDs</td></tr><tr><td><a href="/connectors/destinations/adswizz.md">AdsWizz</a></td><td>Digital audio. AdsWizz Listener IDs, mobile IDs, IP addresses</td></tr><tr><td><a href="/connectors/destinations/amazon-ads.md">Amazon Ads</a> - <a href="/connectors/destinations/amazon-ads/data-manager.md">Data Manager</a>, <a href="/connectors/destinations/amazon-ads/dsp.md">DSP</a></td><td>Emails, profile data, mobile IDs, cookies</td></tr><tr><td><a href="/connectors/destinations/beeswax.md">Beeswax</a></td><td>Cookies, mobile IDs, email identifiers, user account IDs</td></tr><tr><td><a href="/connectors/destinations/criteo.md">Criteo</a> - <a href="/connectors/destinations/criteo/direct.md">Direct</a>, <a href="/connectors/destinations/criteo/s2s.md">S2S</a></td><td>Cookies, mobile IDs, emails</td></tr><tr><td><a href="/connectors/destinations/google/ads-customer-match.md">Google Ads - Customer Match</a></td><td>Mobile IDs, hashed emails, hashed phone numbers, profile data</td></tr><tr><td><a href="/connectors/destinations/google/ads-pixel.md">Google Ads - Pixel</a></td><td>None - client-side</td></tr><tr><td><a href="/connectors/destinations/google/dv360.md">Google DV360</a></td><td>Mobile IDs, hashed emails, profile data</td></tr><tr><td><a href="/connectors/destinations/microsoft-advertising.md">Microsoft Advertising</a></td><td>Hashed emails only</td></tr><tr><td><a href="/connectors/destinations/teads.md">Teads</a></td><td>Teads third-party cookies, mobile IDs</td></tr><tr><td><a href="/connectors/destinations/the-trade-desk.md">The Trade Desk</a></td><td>Mobile IDs, third-party cookies</td></tr><tr><td><a href="/connectors/destinations/xandr.md">Xandr</a> - <a href="/connectors/destinations/xandr/direct.md">Direct</a>, <a href="/connectors/destinations/xandr/shared.md">Shared</a></td><td>Cookies, mobile IDs, TV IDs, First ID, UTIQ MartechPass</td></tr><tr><td><a href="/connectors/destinations/yahoo-advertising.md">Yahoo Advertising</a></td><td>Mobile IDs, hashed emails, cookies</td></tr></tbody></table>

Also available through your account manager: Adelphic, MediaMath, Squadata, and Hawk and RTB House through the [Identifiers Exporter](/connectors/destinations/identifiers-exporter.md). See [Connectors on request](/connectors/connectors-on-request.md).

## Related types

Walled gardens - Meta, LinkedIn, TikTok and the rest - buy media too, but they sell their own inventory to their own logged-in users, and the connectors behave differently. See [Social & retail media](/connectors/partner-types/social-and-retail-media.md).


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