Technology platform through which buyers (Advertisers or Agencies) can plan, target, execute, optimise, and analyse digital media buying programs across 100% of the media plan. Through a DSP, the buyer can set targeting criteria, pricing, frequency, and other criteria governing the purchase of digital ad units. Advanced DSPs will provide additional capabilities to the buyer, including integration of various online and offline data sources, the ability to provision direct media buys (as opposed to just RTB), advanced optimisation and decisioning capabilities, and creative tools.