When selecting a demand side platform, it’s important to consider the features of a platform before you make the decision to buy it. We’ll cover Real-time bidding, Audience segmentation, Fraud prevention, and Cost. Ultimately, you’ll want to use one that has an in-house team that can assist you with the most pressing issues. However, there are also some advantages to using an independent platform, as we’ll explore in this article.
Real-time bidding
Real-time bidding is a technology that allows members of the programmatic ecosystem to place bids in real-time on a publisher’s ad inventory. Publishers offer their inventory on an ad exchange, where buyers bid on it. The winning bidder is displayed on the publisher’s website or property. Publishers, too, benefit from real-time bidding, as it ensures that the ads are relevant and non-intrusive to users.
Audience segmentation
A demand-side platform (DSP) enables media buyers to take part in an auction and use data tools to optimize targeting and bidding. Demand-side platforms are not used by freelancers, but by agencies, media buying teams, and brands. Because they are complex and expensive to use, brands generally hire a dedicated resource to manage their advertising and marketing campaigns. Whether a brand decides to use a DSP or not is up to them, but whichever method is chosen will depend on the goals and capabilities of the company.
Fraud prevention
Ad fraud has been an ongoing problem for publishers, ad exchanges, and DSPs, but the problem has been difficult to address because the various players involved are resistant to open dialogue. While the problem is widespread, individual players have been reluctant to discuss it, so a common goal is to hold each other accountable. The current “solution” puts pressure on the brand one step upstream – the brand wants its ads to be served to real humans, and therefore expects their ad exchanges and DSPs to serve clean inventory. This doesn’t work, and the solution is not a panacea.
Cost
The cost of a demand side platform is not an easy question to answer. There are several different platforms to choose from and choosing the right one for your advertising needs can be a daunting task. But, there are ways to save money and get the most out of the technology that’s available. Consider these tips to find the right solution. Read on to learn how to save money on your demand side platform. You’ll be glad you did!
Access to data
Ad campaigns are increasingly personal. Users leave trails of data behind them, enabling advertisers to target them with relevant ads. Demand-side platforms prioritize inventories according to their value, allowing advertisers to choose the right ads based on granular parameters. In turn, advertisers can create better campaigns by targeting their customers. A demand-side platform can also predict what consumers are likely to do in the future. Here are three ways demand-side platforms can help advertisers target their customers.
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