What Is the Difference Between DSP and myDSP?

DSP is a pop traffic platform offering low-cost, high-volume inventory from permissive publishers. myDSP provides premium intent-based traffic, including commerce media, domain parking, and curated pop placements for better targeting and performance.

Overview

DSP and myDSP are both programmatic advertising platforms, but they serve different strategies and traffic sources. Here's how they compare in terms of pricing, quality, targeting, and use cases.

DSP – High-Volume Pop Traffic at Low Cost

DSP provides access to massive amounts of pop traffic (pop-under, pop-up, tab-under, interstitial, etc.) from publishers who are generally very permissive with ad content.

• Traffic type: All pop formats

• Publishers: Streaming sites, file-hosting platforms, mobile/desktop apps

• Ad policy: Very tolerant, most ad types allowed as long as they are legal

• Best verticals: VPN, downloads, sweepstakes, dating, gambling, adult (clearly flagged)

• Pricing: Low CPM

• Use case: Ideal for advertisers looking to scale quickly, test multiple offers, or run broad targeting campaigns

myDSP – Premium and Intent-Based Traffic

myDSP offers higher-quality traffic segmented into three categories, optimized for user intent and performance marketing.

1. High Intent (Commerce Media)

Also called Shopping Intent Advertising, this traffic is based on user behavior and shopping signals. Ads appear across the open web, not just on retail sites.

• Channels: Search engines, coupon sites, payment platforms, deal sites, social networks

• Ad types:

  • Homepage Campaigns: Drive to brand homepage

  • Deeplink Campaigns: Send users directly to product pages

• Use case: Perfect for ecommerce and performance marketers targeting users with strong buying intent

  You enter the domain you advertise, and the publiher will send you only that domain. Beware, you cannot display a different domian than the one requested.

2. Mid Intent (Domain Parking)

This traffic comes from parked domains, when users type or click on unused or generic web addresses.

• Use case: Great for ecommerce and discovery campaigns

• Performance: Medium-level engagement at a moderate cost

• You target domain or keywords, and Publisher sends you corresponding traffic.

3. Premium Pops

Similar to DSP’s pop format, but with curated, high-quality publishers.

• Sources: Disclosed websites, adware traffic, injection traffic

• Benefit: Higher user engagement, improved quality, more brand-safe

• Use case: When you need volume plus quality

Feature Comparison Table

Conclusion
Choose DSP when you want scale, flexibility, and low-cost experimentation.
Choose myDSP when your priority is performance, shopping intent, and better publisher quality.