What is a defining characteristic of a true demand-side platform (DSP)?

A defining characteristic of a true demand-side platform (DSP) is that it allows a buyer to make optimization decisions. This feature is essential because DSPs are designed to help advertisers manage their ad campaigns more effectively by providing the tools and data necessary for real-time decision-making. By enabling buyers to have control over their bidding strategies, audience targeting, and campaign adjustments, DSPs empower advertisers to improve performance according to their specific goals and market conditions.

Unlike platforms that may impose restrictions on decision-making or require manual interventions for bidding adjustments, a fully functional DSP automates these processes while still allowing strategic oversight by the buyer. This flexibility facilitates more responsive and adaptive marketing efforts, making the advertising process more effective and efficient.

In contrast, other options either suggest limitations on a buyer's ability to make strategic adjustments or indicate a lack of features commonly found in a sophisticated DSP, such as audience targeting, which is crucial for reaching the desired consumer segments effectively.