A demand side platform, (DSP), is a technological platform that allows advertisers to purchase optimized advertising space.
It belongs to a type of inventory such as: computers, tablets, mobile or it can be used for all types.
Through this platform, advertisers can define and plan all the criteria for a display advertising campaign, namely: target, budget, price, and so on.
The main advantage of a DSP lies in the management of advertising across many real-time bidding networks, instead of just one.
How a DSP Works
Advertising is a process of selling and buying through ads.
Nowadays, it is applied via real-time bidding using ad serving software.
These types of platforms are independent from all the other individual networks that navigate the web and provide advertisers with all the information they need to purchase advertising from a publisher.
They do not buy content directly from publishers, but rather, through an ad exchange they communicate via the DSP platform.
Hence, they allow for classifying advertising spaces and communicating with DSPs about all the details of an impression.
If the impression is a marketing manager who has already visited your page, your DSP will make a higher bid per impression.
The bid with the most value compared to others wins.
If your e-commerce cart has been abandoned for one reason or another, the DSP might offer more for an ad that leads to the payment page.
It all depends on the budget of the bidder and the value of an impression.
Why use a DSP platform?
Using a DSP brings several advantages, including:
- Quality and efficiency: managing multiple campaigns across many networks, it is important to use a DSP;
- Targeting: with more data comes greater targeting capabilities, better targeting means more effective ads and therefore a higher probability of conversion;
- Support: DSP platforms provide support across all networks;
- Quality Inventory: for a premium inventory, the DSP platform might be what you are looking for;
DSP platforms play a fundamental role in the buying and selling of advertising space because they belong to the new optimized technologies.
Case Studies
Amazon's Advertising Platform
Amazon DSP is an interesting advertising platform even for those who do not sell on Amazon.
It works with the programmatic purchase of display and video advertising spaces, with access to an exclusive audience so that you can use your share of the audience to reach your users both outside and inside Amazon.
It allows access to an inventory with which users can be programmatically reached through Apps, Amazon sites, and major publishers' sites.
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