Demand Side Platform

A demand-side platform (DSP) is a system that allows buyers of digital advertising inventory to manage multiple ad exchange and data exchange accounts through one interface. Real-time bidding for displaying online ads takes place within the ad exchanges, and by utilizing a DSP, marketers can manage their bids for the banners and the pricing for the data that they are layering on to target their audiences. Much like Paid Search, using DSPs allows users to optimize based on set Key Performance Indicators such as effective Cost per Click (eCPC), and effective Cost per Action (eCPA).
Posts about Demand Side Platform
  • 3 Areas of Change for Demand-Side Platforms in 2017

    …, custom built bidders for programmatic display, proprietary algorithms, and improved integration with marketing technology stacks – such as IBM Unica and Adobe Neolane – do not even scratch the surface of potential developments for DSPs. These are just some of the themes that have the ability to become differentiators for AdTech companies. Today…

    Marketing Technology Blog- 20 readers -
  • 3 Areas of Change for Demand-Side Platforms in 2017

    …, custom built bidders for programmatic display, proprietary algorithms, and improved integration with marketing technology stacks – such as IBM Unica and Adobe Neolane – do not even scratch the surface of potential developments for DSPs. These are just some of the themes that have the ability to become differentiators for AdTech companies. Today…

    Marketing Technology Blog- 20 readers -
  • What is a Demand-Side Platform (DSP)?

    … While there are quite a few ad networks where advertisers can buy campaigns and manage their campaigns, demand-side platforms (DSPs) – sometimes referred to as buy-side platforms – are much more sophisticated and provide a much wider array of tools to target, place real-time bids, track, retarget, and further optimize their ad placements. Demand…

    Douglas Karr/ Marketing Technology Blog- 22 readers -
  • Why every digital advertiser should demand transparency

    … is not a great deal of transparency for such data. For example, you may see a targeting segment labeled “New Parents.” But where was the data collected? How accurate is the label (i.e., was it declared or inferred)? When was it collected (i.e., how fresh is the data)? How much does it cost? And so on. (For deeper insights on this, see my column on how…

    Ratko Vidakovic/ Marketing Landin Display- 19 readers -
  • Facebook Launching Major Ad Network

    … of businesses and marketers. While there are few details available, the network is supposed to offer access to ad spots across the web and on multiple platforms. The demand side platform will allow bidding on impressions on thousands of third party sites, just like Google’s Display Network. Facebook is obviously going to be interested in pulling at least…

    Michael Levanduski/ Performance Marketing Insiderin Social Google Facebook- 8 readers -
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