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What is a Demand Side Platform ?

A Demand Side Platform (or DSP for Short) is an advertising management system that allows ad inventory buyers to use just one interface for different ad and data exchange accounts (display, video, search, and mobile ads). Demand Side Platforms are key resources for digital advertisers who want to target the right audience, maximize their ad spend, and meet their marketing goals through digital advertising. DSPs provide customized advertisements by using consumer data such as browsing history, demographics, and behavior. This enables consumer package goods companies to create personalized ads that target the right demographic at the right time.

DSP Demand Side Platform covers everything from automatically buying ad inventory to managing it and tracking results. This reduces the margin for human error or expenses created by manually buying and tracking ads.

Demand Side Platforms help ad inventory buyers buy impressions from different publishers. They’re targeted to users based on information like location and behavior. Publishers offer their inventory through ad exchange, and Demand Side Platform companies automatically decide which inventory is best and bid for it (usually through Real-Time Bids or RTBs). Users can optimize based on KPIs like eCPC and eCPA. Using a DSP for an ad campaign has another benefit in that it gives advertisers more control over the bidding process, allowing them to set their own bid values and maximize the efficacy of their advertising expenditure.

Even though the offer of DSP Platform is similar to those of ad networks, Demand Side Platforms are central tools that allow advertisers to optimize their ad campaigns easily due to better access to data. Additionally, Demand Side Platforms fees are much lower than those of ad networks’ tools and integrations.

There are 4 types of Demand Side Platform programmatic buys: Preferred Deal (no auction and non-guaranteed inventory, set CPM), Programmatic Guaranteed (guaranteed inventory, set CPM, no auction), Private Marketplace (RTB, price floor), and Open Exchange Buy (RTB, set CPM). There are two primary methods for targeting ads in digital marketing: demand-side and supply-side. Programmatic advertising relies heavily on Demand Side Platforms (DSPs) and Supply Side Platforms (SSPs). The best Supply Side Platform give publishers complete control over their inventory.

Top 10 Demand Side Platforms Used by Programmatic Advertisers

  1. Xandr
  2. The Trade Desk
  3. DV360
  4. MediaMath
  5. Amobee
  6. Amazon DSP
  7. DataXu
  8. Adobe Marketing Cloud
  9. Adform
  10. BeesWax


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