Wednesday, 17 June 2015

Programmatic Advertising 101: 3

Key players of Programmatic Ad Buying: DSPs

DSP, or in other words, a Demand Side Platform.

Enables advertisers to buy various formats of digital media from a large number of publishers via exchanges, in an automated fashion in real time, using one software interface.

So with one login, advertisers can:
- access websites globally
- set pricing goals (CPM, CPC, CPA)
- purchase media via auction or pre-negotiated deals (private deals)
- set targeting parameters (eg. geo location, vertical, time, position on website, mobile carrier)
- buy various formats such as online display, mobile, video, mobile-video, digital out of home, and increasingly other ‘traditional’ media such as radio, and television
- see campaign performance in real time, and based on performance
- utilise machine learning (by system algorithms) to optimise or
- manually optimise campaigns in real time
- make changes to the creative used in real time (eg. add/remove, pause, swap)
- set CTR% (Click Through Rate) targets for creatives and automatically eliminate low performing sites
- change or re-allocate budget
- record website visitor cookies and re-message them
- set minimum viewability requirements
…just to name a few. With the technological advances this is a growing list depending on the parameters that are passed by the Exchanges and interpreted by the DSPs.

So to recap, a DSP is a piece of software that gives advertisers the control to buy targeted online media in an automated fashion in real time.

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