Is Google a DSP or SSP?

Is Google a DSP or SSP?

Google allows advertisers and media buyers to buy ad inventories, making it a Demand Side Platform, or a DSP. It utilizes real-time bidding for buyers to get ad inventories. It allows buyers to get the inventories at the best price and show ads to the relevant audience, matched with the specific requirements of the advertisers. Advertisers can buy media from different publishers but only users that meet the specific criteria of the advertisers are offered for consideration, including geographical locations and other buying criteria. 

Google is, therefore, a Demand-side platform, enabling advertisers and media buyers to display ads on the internet with the help of their Ad Manager tools.

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