At the onset of the internet and advertising within websites, individual brands had to reach out to publishers in order to purchase advertising space. As the web grow exponentially the amount of total inventory skyrocketed. This caused issues for both brands and publishers, as the former found it difficult to manage large scale campaigns, and the latter had problems filling all of the potential inventory that it had available. In order to assist this process both Demand Side and Supply Side Platforms were developed.
These tools enable advertisers to reach the widest possible audience with tightly controlled targeting and budgets, and enable publishers to efficiently sell advertising space on their websites/platforms.
For an in depth look at DSPs Explained please click here.
Getting Started With DSPs
The picture for a brand looks like this:
- A campaign is conceived with certain brand awareness goals or targets for selling products. One of the first things they need to do is to make their audience aware of them.
- They will either access the DSP themselves by having a prior knowledge or they will engage an agency to act on their behalf. Either way the DSP is accessed and the targeting requirements are entered, the creative assets are loaded into the system all in one central area.
- With this information and a go live date, the DSP navigates and interacts with the Advertising Exchange which handles all of the purchasing and real-time-bidding which occurs.
- Plugging in from the other side is the Supply Side Platform, which manages all the potential inventory from publishers and larger advertising networks.
- If a match occurs between the requirements and creative constraints set by the advertiser (through the DSP), with the availability of a publisher or ad network (set by the SSP), then an auction will occur within the ad exchange.
- Brands compete against each other constantly in order to be seen on a given inventory slot. Some brands will pay more to be seen than others in which case they will win the auction and be displayed for customers on the given website or platform.
- All of this happens almost instantaneously (~120 milliseconds), and customers simply view the page with the ad served alongside the content.
Your Programmatic Assets & Creative
The media inventory purchased through a DSP is varied with a wide range of formats, including video display assets, search ads, EDMs native content and more. Buy managing all this in a central location; it saves the brand the work of having to go out and find all these spots and then subsequently negotiate with individual publishers. Note: that this can still be done though if particular websites or platforms I highly desirable and resonate with your audience. For example, you can still access the massive reach of programmatic advertising inventory but also work with particular publishers which your audience may have an affinity for. In this way, they can complement each other by providing a wide reach, with a deep and relevant set of ads within a given site.
DSP Features & Tracking
Some of the targeting methods used through a DSP include things such as Contextual, which might represent a category of content, news, Geographic targeting aims within a certain area, postcode or city. Demographics within a certain age range, gender, income bracket, etc. There’s also Device Targeting, Time of Day and more.
Many of these DSPs contain unified campaign tracking and reporting across the wide range of buys which occur at any given time, and this allows for optimisation of the advertising to meet the objectives of the brand. Many DSP will automatically optimise campaign budget targeting and creative automatically using sophisticated machine learning drawing on Insights from the campaign as it tracks over time.
The entire potential reach of the system between all of the DSP is well over 15 billion impressions per day. If you can’t find your audience on here, then you won’t be able to find them anywhere!
Interested in Digital Advertising? Take a read through our helpful information!