A demand-side platform is software that advertisers use to buy mobile, search, and video ads on a marketplace where publishers list ad inventory. A demand-side platform is software that advertisers use to buy mobile, search, and video ads on a marketplace where publishers list ad inventory. Well, this category of demand-side platforms is one that you really want to know about as mobile platforms are becoming more and more the go-to tool for marketers to generate top-level advertising campaigns. However, if you buy ads individually through these networks (such as Google Ads), you’re not necessarily using a demand-side platform..
A demand-side platform is software that advertisers use to buy mobile, search, and video ads on a marketplace where publishers list ad inventory. A demand-side platform can automate the process of deciding how much to bid for an ad in real time. Together with supply-side platforms, DSPs enable programmatic advertising.
What does a demand-side platform do
Because they enable mobile advertisers to buy high-quality traffic at scale with minimal friction, DSPs are a powerful marketing automation tool. The real-time tracking feature on the DSP platform allows marketers to instantly track the actual performance of their advertising campaigns. One of the most influential additions to the advertising ecosystem in the past decade has been demand-side platforms (DSPs). However, for those who advertise on a select few platforms, it might not be worth working the cost and complexity of a DSP into your ad tool stack.
DSPs are most commonly used by advertisers and agencies to help them buy display, video, mobile, and search ads.
What are examples of demand-side platforms?
In addition to features such as budget pacing and price optimization, advertisers can set up automated rules to manage their advertising campaigns.. Amazon DSP empowers brands to reach exclusive Amazon audiences across multiple devices including mobile, desktop, and OTT. Adelphic is a leading cross-channel DSP that provides agencies, brands and other major media buyers with an enterprise-ready self-service software solution to create meaningful interactions with consumers across all devices and formats. Demand-side platform companies like Google Display %26 Video 360, Xandr, MediaMath, and Adobe Advertising Cloud are one of the best DSPs in adtech.
Without going deep into the mechanisms of ad serving, it’s correct to summarize that the key point of DSP is to simplify and automate the media buying process for demand-side partners of the programmatic ecosystem.
Is Google a demand-side platform
Google actually has its own full-featured DSP, known as “Display and Video 360,” which offers much more robust targeting and reporting capabilities. However, if you buy ads individually through these networks (such as Google Ads), you’re not necessarily using a demand-side platform.. The big transition has begun, and with updates and new features still rolling out regularly, many advertisers are scrambling to prepare for Google’s Performance Max campaigns. Fi is another great DSP that helps you streamline your campaign management, target your ideal customers, and get detailed reports to track your campaign results.
The difference with most other DSPs is that Google exclusively sells its own inventory (while other DSPs allow you to buy traffic from different providers).
Is Facebook a demand-side platform
The majority of brands that use Facebook rely heavily on this type of advertising and buy very little directly from other websites.. With the number of active users of Facebook approaching the 2 billion mark, the platform offers a tremendous amount of opportunity for programmatic advertisers. Just like Facebook and Google Ads, programmatic takes targeting data into account before making a decision as to whether or not an ad should be shown to a specific user.. Facebook Ads Manager is available as an app and allows advertisers to create, edit, manage, track, and analyze their campaigns from one place.
Facebook Ads Manager acts as DSP as it allows advertisers to easily display targeted, personalized ads programmatically.