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Advertisers are companies or brands that are looking to promote products to a target audience. Advertisers will create campaigns for these products that define revenue objectives, target audience demographics, geographic locations, ad formats, budget allocation, and bidding strategies. Types of advertisers may include various types of businesses from small startups to multinational corporations, or agencies representing multiple advertisers.

When using the DSP Buyer Cloud to run advertising campaigns, a company will login with created login credentials. Within the UI, multiple multiple accounts and advertisers may exist. A use case for having more than one account or advertiser is having different customers under the main brand that need to be managed with separate campaign and reporting needs.