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Digital Advertising

Demand Side Platform (DSP) is a technology platform that allows advertisers and agencies to purchase digital advertising space on various online platforms in an automated and real-time manner.

Functionalities of a Demand Side Platform

The primary purpose of a DSP is to streamline the process of buying and optimizing digital ad inventory across multiple ad exchanges, websites, and other digital channels

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What types of media does digital advertising offer?

Demand Side Platforms (DSPs) are versatile tools that can be used to advertise across various types of digital media. The primary focus of DSPs is on programmatic advertising, which involves automated, data-driven transactions for buying and placing ads. Here are the main types of media that DSPs can be used to advertise.

Display Advertising

DSPs are commonly used for display advertising, including banner ads, rich media ads, and interactive ads. These can be placed on websites, apps, and other digital platforms to reach a wide audience.

Video Advertising

DSPs support video advertising across different channels. Advertisers can bid on and place video ads in various formats, such as in-stream video ads (pre-roll, mid-roll, post-roll), out-stream video ads, and interactive video ads.

Mobile Advertising

DSPs enable advertisers to target mobile users through various formats, including mobile display ads, in-app ads, and mobile video ads. This is crucial for reaching users on smartphones and tablets.

Social Media Advertising

Some DSPs integrate with social media platforms, allowing advertisers to run programmatic campaigns on sites like Facebook, Instagram, Twitter, and LinkedIn. This includes display and video ads within the social media environment.

Native Advertising

Native ads seamlessly blend into the design and content of the platform on which they appear. DSPs can facilitate the buying of native ad inventory, ensuring that these ads match the look and feel of the surrounding content.

Audio Advertising

With the rise of podcasting and streaming services, DSPs also support audio advertising. Advertisers can bid on audio ad placements on music streaming platforms, podcasts, and other audio content channels.

Digital Out-of-Home (DOOH) Advertising

Some DSPs integrate with digital out-of-home advertising platforms, allowing advertisers to programmatically buy ad space on digital billboards, transit displays, and other out-of-home digital screens.

Connected TV and Over-the-Top Advertising

DSPs support programmatic buying of ads on connected TVs and over-the-top streaming services. This includes video ads served on smart TVs, streaming devices, and internet-enabled TV platforms.

Search Advertising

While search advertising is often associated with Demand Side Platforms, it's worth mentioning that programmatic buying can extend to search ads in some instances, enhancing the overall cross-channel advertising strategy.

It’s important to note that the specific capabilities of DSPs may vary, and not all platforms support every type of media. Advertisers should choose a DSP based on their specific campaign objectives and the types of media channels that align with their target audience and goals.

How to purchase ads

Purchasing ads on a Digital Platform involves several steps. Here’s a general overview of the process.

Create an Account

Choose a DSP that aligns with your advertising goals and target audience. Many DSPs require users to create an account. Follow the registration process, providing necessary information about your business, campaign objectives, and payment details.

Define Campaign Objectives

Clearly outline your campaign objectives, such as increasing brand awareness, driving website traffic, or generating conversions. Identify your target audience and set key performance indicators (KPIs) to measure success.

Set Budget and Bid Strategy

Determine your advertising budget and how you want to allocate it across the campaign. Choose a bid strategy that aligns with your goals, whether it's maximizing reach, optimizing for clicks, or focusing on conversions.

Select Targeting Parameters

Utilize the targeting options provided by the DSP to reach your desired audience. This may include demographic targeting, geographic targeting, behavioral targeting, device targeting, and more. Some DSPs also allow you to leverage first-party or third-party data for enhanced targeting.

Upload Creative Assets

Prepare and upload the creative assets for your ad campaign. This includes images, videos, ad copy, and any other elements required for your ads. Ensure that your creative assets comply with the DSP's specifications.

Configure Campaign Settings

Set up the details of your campaign, such as start and end dates, ad delivery preferences, frequency capping, and any other relevant settings. Configure the parameters to align with your campaign goals and strategy.

Implement Tracking and Analytics

Integrate tracking tags or pixels to monitor the performance of your campaign. This allows you to measure key metrics such as impressions, clicks, conversions, and ROI. Many DSPs also offer real-time analytics and reporting tools.

Launch the Campaign

Review all settings and configurations to ensure accuracy. Once everything is in order, launch your campaign. The DSP will start bidding on ad impressions in real-time auctions to display your ads to the target audience.

Monitor and Optimize

Regularly monitor the performance of your campaign using the analytics and reporting tools provided by the DSP. Analyze key metrics and make data-driven decisions to optimize your campaign for better results. This may involve adjusting bid strategies, refining targeting parameters, or updating creative assets.

Scale or Iterate

Based on the performance of your campaign, you can choose to scale it by increasing budget or expanding targeting, or iterate by making adjustments to improve effectiveness.

Remember that the specific steps and features may vary slightly among different DSPs, so it’s essential to familiarize yourself with the platform you choose and follow their guidelines and instructions. Additionally, seek support from the DSP’s customer service or documentation if you encounter any challenges during the process.

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Desktop

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Mobile

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