Programmatic media purchasing is definitely one of the most popular digital advertisement concepts of the last few years. One of the most important components of the programmatic ecosystem is of course the demand side platforms (DSP). DSPs are defined as a technology that makes it possible for advertisers to automate the buying process of the spaces where the advertisements will be displayed and it also allows them to track campaigns.
In programmatic advertising, purchasing decision for each advertisement is carried out through DSP algorithms within milliseconds. This provides great convenience for advertisers. Of course, the most efficient advertising campaigns can only be possible with the right choice of DSP. Here are some of the critical points that companies should consider when selecting a DSP…
Integration with Ad Exchange and Supply Sources
DPSs gather the most suitable inventories from the supply sources of advertisers while helping them to enter bids simultaneously . At this point, it is extremely critical that the platform has access to supply sources that are suitable with the advertiser’s needs. Similarly, integration of DSPs with ad exchanges should also be an important decision-making point for the advertisers.
This is because of the fact that SSPs and ad exchanges that the DSP has access to will limit the source of inventory that advertisers can access for their campaigns. Thus, DSPs that are well integrated with the supply sources that match the advertiser’s expectations best will also allow access to a large number of inventories.
Since programmatic advertising is completely data-driven, it can be argued that an effective DSP should also be able to use campaign data and integrate itself with third-party data. Because this is the only way to show the correct advertisement to the target audience at the right place and at the right time.
For this reason, the DSP should be able to provide real time data to advertisers at any time. This way, the campaign content can be personalized according to the segmented audiences. As a result, a successful advertisement campaign will be created thanks to having the right message reach the eyes and ears of the right online user.
DSPs can have different cost models in association with inventories. Depending on the presented specifications, it can be expected that simpler platforms have different costs than demand side platforms, which offer more complicated and technically advanced features.
However, comparing cost items to avoid hidden costs is a great benefit for advertisers when choosing a DSP. This way, it can be ensured advertisers are engaging with DSPs that have a transparency policy towards them.
Campaign management options may vary according to the needs of different advertisers. For example, some advertisers can request an accounting manager to manage their campaigns on the behalf of the company. On the other hand, other companies may want to control the campaign management themselves.
In this sense, advertisers may find the opportunity to manage their campaign through a single panel with platforms such as DSP of ReklamStore that offers self-serve media buying. Thus it would depend solely on the initiative of the advertiser to start, stop or monitor the performance of all of their ad campaigns.
If you also want to work with a DSP and enter bids while simultaneously gathering the most suitable digital inventories, you can create your ReklamStore account right away.