A demand-side platform (DSP) is the most advanced way of serving ads online. It removes ad nuisances, time-constraints, and ad delays. DSPs have cut down advertising time and expenses to a small amount that many advertisers and ad agencies use it already.
What makes a DSP powerful are the following features:
By using an intelligently-designed algorithm, advertisers can reach over 250,000 ad opportunities every second with a chance of getting an ad space for every 200 milliseconds. This is possible with the use of a single interface.
Before, advertisers log-in to one ad exchange interface and then log-off and then log-in to another. This methodology takes time and might cause advertisers to lose in more than one bid.
Now, DSPs allow advertisers to log-in to several ad servers at once using a single interface. This gives the advertisers the power to bid for several ad spaces in real time and cuts down wasted time.
As many consumers would have similar likes and would be opening similar websites, many campaigns may end up having similar appearances, making it hard for the campaign to be noticed by consumers.
Therefore, monitoring the campaign is very
Technology has advanced many fields in the past years. That includes advertising. Aside from advertising on print media, TV, and radio, advertising is now online.
For many advertisers, the most difficult part is to find the best material; however, for online advertisers, matching the advertising inventory—the available ad spaces offered by publishers— and the goals of what they are advertising is a very important factor, and it has proven to be a big challenge. To help leap this challenge, various ad networks and ad exchanges came up; and then demand-side platforms (DSPs) came up.
What is Demand-Side Platform?
A demand-side platform (DSP) is a technology that automates and optimizes an ad company’s search for advertising inventories based on their audience targeting parameters.
DSPs work by letting advertisers buy ad spaces from a wide range of ad space providers in an automated way.
In the old days, looking for an ad space and bidding for it are done manually. This made advertisers and businesses hire several people to look for the appropriate online ad space provider that would help them target the right group of online audience.
This has proven to be less accurate, less efficient, more expensive, and much more time-consuming.
Later on, ad networks and ad exchanges
Imagine a new on-demand ride-sharing company called Coolest Ride just launched in Singapore. The company wants local riders and commuters to install their Android app, and use it when they travel around the city. They know that their app comes in handy during rush hours, and provides convenience, comfort, and safety to their users.
The Coolest Ride team decides to launch a social media campaign with a goal to attract hundreds of thousands of followers and fans within three months. In addition, they also launched a print ad campaign with the biggest national newspapers in Singapore. Not only that, their marketing team negotiated to buy online ad placements on websites that are popular among Singaporeans.
But, is there a way to check if their social media followers and fans eventually installed their app?
Can they attribute a specific install to their print ad campaign efforts?
Are they 100% sure that they only served their ads to Singapore users, and not to the readers from other countries?
You’re right if you answered “NO” to all these questions, and this is where programmatic media buying comes in.
What is programmatic media buying
Essentially, programmatic buying is the automated way of purchasing online ad