In 2019, programmatic advertising is in high demand. With marketing automation in full swing, programmatic ads have become a vital part of the leading companies’ marketing campaigns.
The ability to delegate marketing tasks to a program has opened up new opportunities for numerous industries. Marketing specialists don’t spend their time searching for ideal spots to place the ads, negotiating with publishers, and evaluating the ability of a certain website to attract potential clients.
A demand-side platform does it for them. So what is a demand-side platform and why using one can save your company time, money, and effort. Let’s take a closer look.
What is a Demand-Side Platform?
Demand-side platforms (DSP) are programs that help adversities buy ad space from a marketplace where space owners list them. Such a platform can help you manage advertising across numerous real-time bidding networks.
DSP is an integral part of programmatic advertising for many companies. They work together with SSPs (supply-side platforms) that help the publishers sell their ad placement opportunities.
How Does DSP Work?
The key benefit of DSPs compared to such individual networks as Google Display Network is that they don’t focus on just one network. For example, if you are working with Facebook Ads, you can only place your ads on Facebook and Instagram. With Google Display Network, you work solely with Google publishers.
DSPs don’t depend on a sole network. They work with numerous networks at once, allowing you to manage all of them in one spot.
DSPs offer you all you need to take advantage of programmatic advertising, including real-time bidding and direct ad placement. These platforms work with an ad exchange to get the placement possibilities from SSPs. All the process is automated, taking the lengthy negotiations out of the picture.
SSPs help publishers list their ad spots on the ad exchange for the DSPs to grab them and offer their clients. They also give DSPs information about impressions. If the impression is worth your attention as a highly convertible client then you can make a higher bid for the ad space in order to have more chances of acquiring it.
The chances of winning the bid for the ad space depend on how high the other bids are. Everything depends on your budget and the budget of other bidders.
Benefits of Using DSPs
What are the pros of using a demand-side platform for your marketing campaign?
- Versatility – if you want to take advantage of numerous networks for your campaign, DSP facilitates the process.
- Information – DSPs give you access to as much information about your potential customers and their actions as possible.
- Improved targeting – DSPs improve your targeting capabilities to make ad placement highly personalized.
- Statistics – DSPs provide excellent analysis features and offer you statistics to work with so you can improve your marketing efforts.
While DSPs are highly useful, they come with a couple of disadvantages. If you have a limited budget, you may not be able to use the top-notch DSPs, which require you to spend up to $6,000 per months on ad space. Another downside is the complexity of use. It will take the marketing team some time to get a hang of the DSP in order to enjoy all its benefits.
Demand-Side Platforms To Consider
Demand-side platforms are still relatively new in the marketing realm. However, many of them are already working in full swing. You may want to consider the below options for your marketing efforts.
Demand-side platforms are becoming more and more demanded. Consider working with one to make your marketing campaign more efficient and less costly.