When referring to the online advertising market , there are a number of innovations that streamline buying and selling transactions. This is where the Demand Side Platform , also known by its acronym DSP, comes into play. This term translates into Spanish as Demand-Oriented Platform.
What is a DSP? These are programmatic advertising platforms. This means they allow advertisers to create and exchange automated ads through a single interface.
One of the key advantages of Demand-Side Platforms is that ads aren’t negotiated, but rather the ability to reach specific audience segments based on the DSP’s targeting capabilities across a variety of websites.
Demand Side Platforms are an evolution of traditional advertising networks. They have incorporated a series of new features, such as real-time bidding.
What is the DSP for?
Buying and selling advertising inventory has always existed. But the difference now with programmatic advertising is that the process is streamlined. It’s much more agile and convenient!
Previously, if you were an advertiser, you had to contact publishers to negotiate ad prices. You also had to track how your audience was responding to the ad you were showing them. All of this made it very difficult to obtain real-time data.
But now, thanks to DSPs, it’s possible not only to accelerate the buying and selling process, but also to optimize results.
On these platforms, you can also segment your target audience to achieve better results. This means your ads are more likely to be viewed by those who are actually interested in the services or products you offer.
Benefits of DSPs
Want to advertise? DSPs are what you’re looking for: their simplicity, immediacy, and ease of tracking results.
But if you still have doubts about it, we leave you with the biggest benefits of DSP Marketing:
- Broad access through real-time bidding: A DSP helps you access multiple ad exchanges at the same time. This means your campaign will be exposed to the likes of Microsoft Media Network, AdTech, AppNexus, DoubleClick, and more. You’ll reach the most relevant niches!
- Efficient use of capital: The greatest financial benefit of DSPs is that they will provide you with more value for your investment through the potential for higher ROI. How? By avoiding wasting your advertising campaign dollars on exposures that don’t guarantee a return, or only a small amount… By focusing on the best options on the market.
- Sophisticated targeting methods: The DSP can retarget ads whenever necessary if consumer patterns change. Remember that consumer behavior is susceptible to many factors, resulting in constant changes in behavior. This type of flexible targeting ensures that no matter what changes occur, your efforts will be successful.
- Better statistics: DSPs offer transparent statistics on all types of information relevant to your campaign, such as website traffic, page view growth, and click-through rates. Plus, because the data is updated in real time, you can be sure you’re not working with outdated information. After all, this is the best way to ensure the success of your advertising campaign.
Main DSPs
The main Demand-Oriented Platforms today are the following.
- DoubleClick: This advertising company was acquired by Google in March 2008. Publishers have a broader view of inventory performance with this platform. Advertisers also get a real-world overview of attributions. One of the platform’s benefits is its verification and fraud protection system. This system ensures that ads are seen by real people. Some of the companies that operate this platform include Coca-Cola and Nike.
- Tur: This is one of the fastest platforms in the professional advertising space. Its operation is based on intelligent algorithms that provide a wealth of insights and the ability to act on them in real time. Likewise, with this platform, you can create creative conversion strategies tailored to your audience.
- Appnexus: is one of the most powerful programmatic media buying platforms on the market. With the AppNexus Programmable Bidder tool, you can customize the algorithms. With AppNexus, you get data on more than 90 parameters for each impression in less than two hours.
- Digilant: Another leading DSP, it combines and offers expertise, customized solutions, and innovation to all its clients. This platform is a pioneer in programmatic buying and also provides full access to logo archives.
Types of DSP per channel
It’s important for you to know that there are different types of DSPs, so let’s distinguish between them. There are three media channels that accept programmatic buying through display advertising. Below we present them:
- Desktop: All DSPs that aren’t specialized in a single channel operate on computers, either specifically or in conjunction with inventory demand in other types of channels.
- Video and digital television: Video inventory has grown steadily since 2010. Today, it’s possible to request video placement in both in-banner and pre-roll formats. TubeMogul and Videology are some examples worth considering.
- Mobile and Apps: An effective mobile DSP must offer robust solutions to challenges such as data availability variability, user identification, audience understanding, segmentation, and tracking.
Relationship between DSP and DMP
DMPs or Data Management Platforms are not the same as Demand-Driven Platforms.
But let’s clarify things… A DMP is software that collects audience data. It then presents it to other parties within the advertising industry.
The information collected by a DMP can come from many online and offline sources… Provided by advertisers and aggregated into a single platform. DMPs help DSPs better understand consumers and advertisers.
This, in turn, helps refine their targeting and optimize their objectives. In this way, the use of Data Management Platforms helps advertisers reduce unnecessary spending when targeting a specific audience.
Campaign accuracy is best achieved when the DSP communicates campaign performance with the DMPs. This can only be achieved when they are connected to each other.