Demand-side platform: Difference between revisions
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DSPs are unique because they incorporate many of the facets previously offered by [[advertising network]]s, such as wide access to inventory and vertical and lateral targeting, with the ability to serve ads, real-time bid on ads, track the ads, and optimize. This is all kept within one interface which creates a unique opportunity for advertisers to truly control and maximize the impact of their ads. The sophistication of the level of detail that can be tracked by DSPs is increasing, including frequency information, multiple forms of [[rich media]] ads, and some video metrics. Many third parties are integrating with DSPs to provide better tracking. |
DSPs are unique because they incorporate many of the facets previously offered by [[advertising network]]s, such as wide access to inventory and vertical and lateral targeting, with the ability to serve ads, real-time bid on ads, track the ads, and optimize. This is all kept within one interface which creates a unique opportunity for advertisers to truly control and maximize the impact of their ads. The sophistication of the level of detail that can be tracked by DSPs is increasing, including frequency information, multiple forms of [[rich media]] ads, and some video metrics. Many third parties are integrating with DSPs to provide better tracking. |
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One of the core appeals of using a DSP as opposed to booking advertising directly with a website is that is places the control in the hands of the advertiser or their agency. Previously you would place an order for advertising at a fixed price and the control for delivering against it sat with the website owner. When trading programmatically via a DSP the advertiser is free to activate and pause their campaigns at will, and also increase or decrease how much they are willing to pay at any point. |
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DSPs also allow advertisers the technology to make sure they only bid when a user or a placement meets certain criteria. This could be quality of the advertising placement, the website it is on, or by overlaying third party data to identify people who fall into their target audience. |
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DSPs are commonly used for [[Behavioral retargeting|retargeting]], as it is able to see a large volume of inventory in order to recognize an ad call with a user that an advertiser is trying to reach. The percentage of bids that are won over the bids that were submitted is called a [[win rates|win rate]].<ref>{{Cite news|url=https://academy.mobidea.com/media-buying/concepts/demand-side-platforms-complex-new-world/|title=Demand Side Platforms (DSP) - A Complex New World|date=2016-07-01|newspaper=Affiliate Marketing Training, Guides & Tips {{!}} Mobidea Academy|language=en-US|access-date=2016-11-24}}</ref> |
DSPs are commonly used for [[Behavioral retargeting|retargeting]], as it is able to see a large volume of inventory in order to recognize an ad call with a user that an advertiser is trying to reach. The percentage of bids that are won over the bids that were submitted is called a [[win rates|win rate]].<ref>{{Cite news|url=https://academy.mobidea.com/media-buying/concepts/demand-side-platforms-complex-new-world/|title=Demand Side Platforms (DSP) - A Complex New World|date=2016-07-01|newspaper=Affiliate Marketing Training, Guides & Tips {{!}} Mobidea Academy|language=en-US|access-date=2016-11-24}}</ref> |
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The counterpart to the DSP is the SSP, the supply side platform. Website publishers use the SSP to tap into the advertising exchange to sell their inventory in the same way advertisers use the DSP. |
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== Types of programmatic buys == |
== Types of programmatic buys == |
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* Preferred Deal: No auction, set [[Cost per impression|CPM]], non-guaranteed inventory |
* Preferred Deal: No auction, set [[Cost per impression|CPM]], non-guaranteed inventory |
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* Programmatic Guaranteed: No auction, set CPM, guaranteed inventory |
* Programmatic Guaranteed: No auction, set CPM, guaranteed inventory |
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* Private Marketplace: Real time bidding, price floor, select group of |
* Private Marketplace: Real time bidding, price floor, select group of publishers, your advert will only appear on the website the PMP is set up with |
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* Open Exchange Buy: Real time bidding, variable cpm, open to all |
* Open Exchange Buy: Real time bidding, variable cpm, open to all publishers, your advert could appear on any website with access to the exchange |
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== Examples == |
== Examples == |
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Revision as of 16:42, 16 February 2017
A demand-side platform (DSP) is a system that allows buyers of digital advertising inventory to manage multiple ad exchange and data exchange accounts through one interface.[1] Real-time bidding for displaying online advertising takes place within the ad exchanges, and by utilizing a DSP, marketers can manage their bids for the banners and the pricing for the data that they are layering on to target their audiences. Much like Paid Search, using DSPs allows users to optimize based on set Key Performance Indicators such as effective Cost per Click (eCPC), and effective Cost per Action (eCPA).
DSPs are unique because they incorporate many of the facets previously offered by advertising networks, such as wide access to inventory and vertical and lateral targeting, with the ability to serve ads, real-time bid on ads, track the ads, and optimize. This is all kept within one interface which creates a unique opportunity for advertisers to truly control and maximize the impact of their ads. The sophistication of the level of detail that can be tracked by DSPs is increasing, including frequency information, multiple forms of rich media ads, and some video metrics. Many third parties are integrating with DSPs to provide better tracking.
One of the core appeals of using a DSP as opposed to booking advertising directly with a website is that is places the control in the hands of the advertiser or their agency. Previously you would place an order for advertising at a fixed price and the control for delivering against it sat with the website owner. When trading programmatically via a DSP the advertiser is free to activate and pause their campaigns at will, and also increase or decrease how much they are willing to pay at any point.
DSPs also allow advertisers the technology to make sure they only bid when a user or a placement meets certain criteria. This could be quality of the advertising placement, the website it is on, or by overlaying third party data to identify people who fall into their target audience.
DSPs are commonly used for retargeting, as it is able to see a large volume of inventory in order to recognize an ad call with a user that an advertiser is trying to reach. The percentage of bids that are won over the bids that were submitted is called a win rate.[2]
The counterpart to the DSP is the SSP, the supply side platform. Website publishers use the SSP to tap into the advertising exchange to sell their inventory in the same way advertisers use the DSP.
Types of programmatic buys
- Preferred Deal: No auction, set CPM, non-guaranteed inventory
- Programmatic Guaranteed: No auction, set CPM, guaranteed inventory
- Private Marketplace: Real time bidding, price floor, select group of publishers, your advert will only appear on the website the PMP is set up with
- Open Exchange Buy: Real time bidding, variable cpm, open to all publishers, your advert could appear on any website with access to the exchange
Examples
- AdsWizz (AudioMatic)
- Adobe Media Optimizer (formerly Efficient Frontier)
- AppNexus
- DataXu
- DoubleClick Bid Manager (DBM) (originally Invite Media Bid Manager)
- Fiksu
- MediaMath
- StackAdapt
- Tapad
- TubeMogul
- AcuityAds
- Adwords
See also
Notes
- ^ "How an ad is served with real-time bidding". Internet Advertising Bureau.
- ^ "Demand Side Platforms (DSP) - A Complex New World". Affiliate Marketing Training, Guides & Tips | Mobidea Academy. 2016-07-01. Retrieved 2016-11-24.
References
 | This article includes a list of general references, but it lacks sufficient corresponding inline citations. (April 2015) |
- Baker, Mike (2009-12-14). "What Demand-Side Platforms Can Mean for a Media Plan". ClickZ. Retrieved 2011-04-24.
- Dreller, Josh (2010-05-18). "A quick guide to demand-side platforms". iMediaConnection.com. Retrieved 2010-12-29.
- Ebbert, John (2009-08-04). "The Demand-Side, Buying Platform Trend". AdExchanger.com. Retrieved 2011-04-24.
- Graham, Rob (2010-08-25). "The Rise of the Demand Side Platform". ClickZ. Retrieved 2011-04-24.
- Kawaja, Terence. "LUMAscape Display Landscape". LUMAscape. Retrieved 2014-05-05.
- Turner, Nat (2010-02-07). "Not Every Demand-Side Platform (DSP) Is Created Equal: What Is A True DSP?". AdExchanger.com. Retrieved 2011-04-24.
- Rocker, Kj (2015-03-04). "What are Demand Side Platform (DSP) Mobile Networks?". Kj Rocker FZE. Retrieved 2015-06-27.
- McClements, Neil (2013-04-13), "DSPs, RTB and Programmatic Buying: What Is It and Why Should I Care?" Company Blog Retrieved 2015-11-14
- Barros, Silvia (2016-07-01), "Demand Side Platforms (DSP) - A Complex New World". Mobidea Academy. Retrieved 2016-11-24
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