DorisRon
Member
Demand side platform (DSP) technology is an automated system that deals with SSP, Ad Network, Ad Exchange, and directly with publishers. Its main goal is to buy at the lowest price impressions of ads to users who most closely match the needs of advertisers. Therefore it is very important to understand which platform is able to fully meet the needs of the brand. Let's consider five key factors which are important when choosing a DSP.
CHOICE OF INVENTORY
Many DSP believe that their unique feature, promoting the growth of sales, is the range of inventory provided. However, as practice shows, the difference between inventory that the largest DSP offer, is minimal.
Countless sites sell high-quality inventory, and the bulk of DSP interacts with the largest and most popular advertising exchanges. However, no doubt, there are cases when this or that DSP has access to inventory, which can not be provided by other platforms.
For example, Facebook Exchange recently decided to enter into an agreement with Google system DoubleClick Bid Manager. Prior to this partnership, advertisers using DBM and planing to launch a campaign on FBX RTB, had to do it with another DSP. That meant a lot of work on reporting synchronization, frequency capping and re-conversion.
DSP exist not only in stand-alone form, but can also be integrated into more complex products of the ecosystem - for example, programmatic buying platforms (or trading desks). The platform Auditorius can be an example, which integrates a certain amount of DSP. This integration allows to determine the effectiveness of ad placement in a particular DSP in the mode of "one window" and automatically reallocate budgets between platforms, depending on the achieved result. In short, take the choice of a DSP very seriously.
When you select, do not rely on the "biggest and best selection of inventory," if you do not have a specific need in cooperation with the ad exchange.
Effectiveness of the platform
This is a key indicator for the launch of an effective RTB-campaign. Some DSP invest heavily in their platform, improving the quality of the inventory, in order to fully meet the needs of advertisers. It is best to stop the choice on such a partner, because even small deficiencies can cause loss of time and, of course, money.
But as RTB is a relatively new technology, many tools have not yet been finished off. For those who do not have extensive experience in programmatic and RTB, such DSP may seem quite effective, even in spite of the shortcomings of tools. In such situations, you need to be extremely careful.
For those of us who are familiar with such services as Google AdWords, which tool Google Display Network was perfected for years, RTB-platforms may seem comparatively clumsy and slow. But advanced market players do not lose faith in the fact that the platforms will become more effective.
The competition between DSP is only in favor of efficiency. In addition, the platforms constantly adapt to the new needs of advertisers who want only one thing - ease of operation.
SUPPORT
It is also extremely important to consider the level of support provided by the platform. And the support can be expressed in many different ways.
Novice advertisers definitely need the launch of the campaign and its maintenance. More experienced teams may need assistance in matters of a technical nature.
The advertiser must clearly understand whether the support is included in cost of services, or there are certain restrictions. And while at the start of the campaign it is not known whether the advertiser is in need of support, he needs to understand how often DSP is updated and how quickly it is able to respond to his technical needs.
EXPENSES
Each DSP will have costs associated with the management of a RTB campaign. Often the income of the system is a certain percentage of CPM of the advertiser. Many DSP set a minimum monthly or annual payment for their services.
The advertiser must clearly understand what percentage of the total CPM he would have to pay DSP, and how this can subsequently affect the return on investment.
DATA
You've no doubt heard a lot about the importance of data for Digital Marketing and every self-respecting marketer today necessarily operates such expressions as "data management", "data science" and "big data". Today we should focus on the possibility of using third-party data, which in the course of programmatic campaigns help to make contact with the relevant audience.
It is necessary to understand which data providers from your list are collaborating with DSP and determine how such partnerships will be useful specifically for your campaign.
Often DSP, advertising themselves, tell about multiple audience segments. But the main thing for every advertiser is to reach those users that have high conversion rates.
CHOICE OF INVENTORY
Many DSP believe that their unique feature, promoting the growth of sales, is the range of inventory provided. However, as practice shows, the difference between inventory that the largest DSP offer, is minimal.
Countless sites sell high-quality inventory, and the bulk of DSP interacts with the largest and most popular advertising exchanges. However, no doubt, there are cases when this or that DSP has access to inventory, which can not be provided by other platforms.
For example, Facebook Exchange recently decided to enter into an agreement with Google system DoubleClick Bid Manager. Prior to this partnership, advertisers using DBM and planing to launch a campaign on FBX RTB, had to do it with another DSP. That meant a lot of work on reporting synchronization, frequency capping and re-conversion.
DSP exist not only in stand-alone form, but can also be integrated into more complex products of the ecosystem - for example, programmatic buying platforms (or trading desks). The platform Auditorius can be an example, which integrates a certain amount of DSP. This integration allows to determine the effectiveness of ad placement in a particular DSP in the mode of "one window" and automatically reallocate budgets between platforms, depending on the achieved result. In short, take the choice of a DSP very seriously.
When you select, do not rely on the "biggest and best selection of inventory," if you do not have a specific need in cooperation with the ad exchange.
Effectiveness of the platform
This is a key indicator for the launch of an effective RTB-campaign. Some DSP invest heavily in their platform, improving the quality of the inventory, in order to fully meet the needs of advertisers. It is best to stop the choice on such a partner, because even small deficiencies can cause loss of time and, of course, money.
But as RTB is a relatively new technology, many tools have not yet been finished off. For those who do not have extensive experience in programmatic and RTB, such DSP may seem quite effective, even in spite of the shortcomings of tools. In such situations, you need to be extremely careful.
For those of us who are familiar with such services as Google AdWords, which tool Google Display Network was perfected for years, RTB-platforms may seem comparatively clumsy and slow. But advanced market players do not lose faith in the fact that the platforms will become more effective.
The competition between DSP is only in favor of efficiency. In addition, the platforms constantly adapt to the new needs of advertisers who want only one thing - ease of operation.
SUPPORT
It is also extremely important to consider the level of support provided by the platform. And the support can be expressed in many different ways.
Novice advertisers definitely need the launch of the campaign and its maintenance. More experienced teams may need assistance in matters of a technical nature.
The advertiser must clearly understand whether the support is included in cost of services, or there are certain restrictions. And while at the start of the campaign it is not known whether the advertiser is in need of support, he needs to understand how often DSP is updated and how quickly it is able to respond to his technical needs.
EXPENSES
Each DSP will have costs associated with the management of a RTB campaign. Often the income of the system is a certain percentage of CPM of the advertiser. Many DSP set a minimum monthly or annual payment for their services.
The advertiser must clearly understand what percentage of the total CPM he would have to pay DSP, and how this can subsequently affect the return on investment.
DATA
You've no doubt heard a lot about the importance of data for Digital Marketing and every self-respecting marketer today necessarily operates such expressions as "data management", "data science" and "big data". Today we should focus on the possibility of using third-party data, which in the course of programmatic campaigns help to make contact with the relevant audience.
It is necessary to understand which data providers from your list are collaborating with DSP and determine how such partnerships will be useful specifically for your campaign.
Often DSP, advertising themselves, tell about multiple audience segments. But the main thing for every advertiser is to reach those users that have high conversion rates.