Demand-side Platform

Sushil Kokate | September 19, 2020

DSP plays a key role in the RTB (real-time bidding) ecosystem. The DSP is a buy-side platform that enables buyers to bid on the right audiences for them. (During the RTB auction, DSP programmatically picks out impressions and identifies the highest bidder.)

DSPs are commonly employed by advertisers, marketing teams, advertising agencies, or Agency Trading Desks (ATDs). DSPs provide advertisers access to SSPs, Ad Exchanges, and Ad Networks on a single interface in real-time. Instant inventory bidding makes ad trading less time-consuming and more beneficial.

DSPs provide a single tool for the advertising campaign launch, optimization, and tracking, giving them an advantage over ad networks that do not have all-in-one technology.

Purchasing ad spaces in real-time via DSPs provides advertisers with the opportunity to display ads to the right target audience at the correct time, on the most appropriate screen, and in the most-suited ad format.

DSP enables advertisers to select ads of their choice from various ad inventories provided by publishers. Advertisers can also personalize their experience as per their will by customizing demographics, search history, configuration settings, and more (precisely why DSP is also called self-served DSP).

Most DSPs incorporate RTB, however only a few provide access to premium inventory. While some DSPs connect with Ad Exchange, others partner only with local premium publishers. While choosing a DSP, it is essential to inquire about traffic verticals and ad formats supported by that DSP.

The “Daily cap” option permits your budget to be distributed throughout the day. The “lifelong pacing” option enables the budget to be distributed evenly throughout the lifetime of the ad campaign. Users have the liberty to restrict web pages with sensitive content, generate white and blacklists of publishers that they want to work with or stop eternally.

There are also service and full-service DSPs, specifically built for advertisers who believe they need assistance. DSP screens inventories to enlist ads that fit the advertisers’ demands. Then, it automatically calculates its maximum cost and reverts back to ad exchange regarding the same. Due to the software’s accurate algorithms and prediction settings, the analysis of the ads happens within milliseconds.

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