As a marketer, you may be focused on creating organic content most of the time. Note, however, that paid advertising is just as important.
When you manage the paid ads for your business, you can go through individual ad managers like Google Ads or Facebook Ads. However, this is not the only option. You can also use automated demand-side platforms (DSP) to buy and manage your online ads.
Did you know that in 2020 $ 46.86 billion, or 88.7% of all US dollars for mobile display ads, was automated?
This means that the majority of advertisers paid for ads use DSPs to buy, manage, and track online advertisements.
All the basics of DSP advertising are explained below.
What is a DSP?
A demand-side platform (DSP) is an automated programmatic advertising platform that allows marketers to purchase and manage ad inventories from multiple ad sources. The main advantage is that you can manage all of your digital advertisements on many networks in one interface.
With a DSP, you can buy cellphone ads in apps, banner ads in search engines, and video ads on Facebook, Instagram, Google, and more platforms. For example, instead of using both Google Ads and Facebook Ads, you can buy those ads in one place on a DSP.
The aim is to make buying ads faster, cheaper, and more efficient. Now let’s examine how DSP platforms work and why you should use one.
So you might be thinking, “How do DSPs work?”
DSP works with programmatic advertising, which is buying and selling advertisements in real time through an automated system. With real-time bids, ad placements are auctioned in milliseconds.
When you start out with DSP advertising, you need to start with a strategy of how much you want to spend. Think what the effective cost per click and the cost per action could be. This is a great way to set up your online ads so the platform knows how much to spend on a given auction.
The best DSP platforms allow you to incorporate multiple rich media ads including videos, images and animations.
Now you might be asking, “Why should I use a DSP?”
The main reason is that it makes your digital ad experience easier and cheaper. You can control, track, and maximize all of your digital ads in one place. This means that you can manage an entire advertising campaign across multiple websites in one dashboard. For example, you could serve someone an ad on Google, then serve them ads on Facebook, and then visit everyone on other websites in one campaign. Before DSPs, these would be separate campaigns for Google and Facebook ads.
This means that you can advertise on many networks, including all major publishers. With the number of networks, you have a more global reach.
In addition, DSPs often work with third-party data providers, giving you better tracking and reporting capabilities than what you would normally find on a single network. In the planning process, the targeting options are more personalized so that you can achieve better conversion rates.
When choosing a platform to work with, be sure to look at how many ad exchanges the DSP has access to as this will affect how many people you can reach. You should also consider costs, training (full-service or self-service), support, and ease of use.
Now that you know more about DSP advertising and how it works, let’s discuss the platforms that can help you with this.
Top demand-side platforms
Centro is an omni-channel DSP designed to get better results for your advertising campaigns. One of the best things about it is that it uses AI machine learning to automatically analyze data from numerous campaign parameters to optimize your ads.
With this DSP, you can address hyper-local audiences across devices and multiple contact points. You also get access to the industry’s leading exchanges and more than 25,000 target audience segments from over 30 different data providers.
2. Google Marketing Platform
The Google Marketing Platform is Google’s unified advertising and analytics platform for intelligent marketing and better results. This DSP offers a variety of products for small businesses and businesses, including Campaign Manager 360.
This product allows you to save time with cross-channel ad management to maximize insights and optimize media and creative performance for all of your digital campaigns. The flexibility is the outstanding feature of this DSP. You can use third-party features and integrations to choose the features that will best help you manage and measure your campaigns.
Knorex is a universal advertising platform that automates personalized marketing across channels, devices and ad formats. You can market on Google Search, Facebook, Instagram, and LinkedIn in one place.
This DSP also uses AI to learn from previous data and dynamically predict and adjust the ad budget in real time for greater efficiency.
Jampp is a DSP that uses unique context and behavioral signals to enable customers and in-app purchases through programmatic advertising.
The main features of this platform are user acquisition, app retargeting, geolocated ads, dynamic ads, and predictive bidding. This is mainly a DSP for mobile user acquisition and app retargeting that allows you to focus on initial mobile ads.
Smadex is a mobile DSP built for growth. The platform uses a combination of its own programmatic advertising technology, machine learning, and first-party data.
This platform allows you to reach a global audience on a large scale and re-engage the audience with its retargeting capabilities.
When choosing a DSP, make sure you know how many inventory sources it is accessing, what third-party data integrations it offers, and what targeting criteria are available. To successfully serve programmatic ads on a DSP, you must reach a global audience with personalized ads.