How to Pick the Right Demand-Side Platform (DSP) for your Business

The industry of demand-side platforms (DSPs) has become increasingly crowded. With various new DSPs cropping up in the last three years, you wonder how agencies, marketers, and advertisers get down to choosing one at all. The following are some key points to help you identify the right DSP for your campaign needs.

Understand the data that you need

Since ‘big data’ has been an Internet buzzword in digital advertising, it is important to understand the kind of data the DSP provides versus what you need to effectively run your campaign and target your audience.

Each DSP may specialize in specific types of data, like unique first-party data or third-party data that they have collected from data management platforms (DMPs). Some DSPs may even focus on CRM data or mobile data.

DSPs don’t only boast about their data reach but also the number of audience segments available for advertisers to purchase from their systems. For advertisers, it is important to identify the segments that convert well for them and how big the reach for those segments are.

Your first step is to understand your own data needs and the kind of data that works best for you. Some advertisers prefer to have access to extensive demographic

4 Reasons Philippine Senate Candidates Should Invest in Display Advertising

Marketers in the Philippines cannot deny that there is a basis for using television and out-of-home advertising when it comes to political campaigns; however, marketers slowly notice significant trends that people slowly pay more attention to display advertising, or advertising through banner ads and other rich media forms. Here are four reasons a Philippine senatorial candidate should invest in display advertising.

Highly targeted

An important part of a political campaign is to feed your message to the right people. Whether a candidate is fighting for the rights of the poor or is anti orruption, chances are these messages will agree with some and won’t with others.

A key advantage of online display advertising is that it is highly targeted. It can be customized based on the audience one wants to reach in comparison with the broader target audience of television. This means that a campaign is likely to waste less resources targeting the wrong people who are less susceptible to the message.

High traffic

When it comes to political campaigns, Philippine senatorial candidates will admit that the more exposure their advertising gets, the better and more likely of their success. While television and out-of-home advertising gets a good amount of traffic, the platform of online

How can senatorial candidates effectively reach mobile users in the Philippines

Mobile penetration in the Philippines goes up to 101%. While smartphone penetration is only at 15% in 2014, several reports have predicted that the number is slated to rise to 50% by this year, making this platform a desirable environment for marketing and advertising. With the nearing Philippine senatorial elections, candidates will undoubtedly look to reach their audience through mobile. Here are some ways senatorial candidates can effectively reach mobile user in the Philippines.

1. Use of mobile in-app ads

Applications are becoming an enticing option for mobile advertisers in the Philippines. The use of applications in the mobile platform is extremely popular in the Philippines. A 2014 research by ondeviceresearch.com shows that 32% of smartphone users in the country download six or more apps per month. 45% of these users have paid for in-app purchases and the like while 78% have downloaded an app or game in the last month.

Applications like Facebook Messenger, Viber, and Skype list among the most popular apps beating out Twitter, Yahoo Messenger, and WeChat.

With the rise of programmatic advertising and better mobile display advertising systems, mobile in-app ads have become more popular, easier, and more efficient than ever.

2. Mobile video

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