![]() ![]() That means you can decide to work with a DSP according to how many (or which) ad exchanges it is connected to, but also your traffic requirements, the level of support you expect (expect a range from self-serve to full-service DSPs) and what type of data you need. They can also be connected with different ad exchanges (just like SSPs). While demand-side platforms offer the possibility of reaching a global audience, we also need to consider that each DSP can support various verticals and digital advertising formats. Let’s explore the top benefits of using a DSP: Reach Publishers can sell the ad inventory listed on a specific SSP on multiple DSPs.Īn ad exchange is an automated marketplace that announces the impressions for sale listed on SSPs and tells media buyers what price they have to pay to purchase those impressions via real-time bidding (RTB).Īs you now know, a DSP is a programmatic advertising platform that allows media buyers to purchase highly-targeted ad inventory from multiple publishers at the same time and almost instantaneously, thanks to real-time bidding.īecause the benefits of demand-side platforms for media buyers don’t stop there. It is important to note that a demand-side platform regroups multiple networks (such as Google, Facebook & Instagram) across which you can bid and manage campaigns in real time. In other words, a DSP ( buyers) is the opposite of an SSP ( sellers). Today, media buyers looking to buy highly targeted digital ad space at scale do so on demand-side platforms, while publishers list their ad inventory on supply-side platforms (SSP). Huh? Let’s not get too technical for now:Ī DSP is an automated media buying platform that allows you to purchase display, search, video, app and mobile ad inventory from multiple publishers on a single interface. This moment was the birth of demand-side platforms (DSP).Ī demand-side platform (DSP) is a web server-based software system where brands, advertisers and media buyers can bid automatically on ad inventories from multiple ad sources. The development of a full range of new bidding and targeting services in the late 2000s sparked the beginning of a new era for programmatic advertising, allowing a wider reach with precise targeting and real-time bidding. Gradually, technological advances enabled Ad Networks to provide advertisers and publishers with more transparency and control over their campaigns and CPMs. However, such networks didn’t have the required technology & data to provide enough transparency regarding the specific publisher sites on which their ads were displayed and how competitive was the price paid by the advertiser for the bulk of media purchased. Then, in the middle of the 90s, digital advertising became the next big thing for advertisers, and the number of publishers quickly exploded.Īt that moment, the emergence of Ad Networks allowed advertisers to find appropriate audiences to target with their ads more efficiently.īy centralizing and selling the traffic that hadn’t been sold through direct deals, Ad Networks also provided a crucial infrastructure to help the booming supply sell its media inventory. If the campaign delivered low performance, optimization was, in most cases, possible only at the end. Once he sealed a deal, it was also difficult for a media buyer to adjust a campaign without causing an advertisement disruption. There was no such thing as a computer yet, so advertisers negotiated all the deals through phone calls and emails. Not so long ago, media buyers had to go through an often complicated and time-consuming process of contacting hundreds of publishers manually and going back and forth with multiple negotiations to find the best deal for the offers they wanted to advertise. ![]() In the past, negotiating media and publishing an ad could take days, even weeks. To answer these questions and understand the reasons driving media buyers to work with at least one DSP, let’s first take a short trip back in time. Have you been wondering what is a DSP? A lot of new media buyers ask themselves this question and wonder if using a demand-side platform will benefit their programmatic advertising efforts. Today, thanks to their automation and ability to connect multiple ad sources, demand-side platforms (DSP) have become one of the media buyer’s primary tools. ![]()
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |