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 -
  • Google’s impending data platform restrictions raise concerns

    … tracking pixels on Google Display Network unless those DMPs also own the demand-side platform (DSP) executing the transaction. Google’s ad network is the market leader, accounting for 16 percent of the market, according to market research firm LeadLedger. Google pointed to previous comments in which it described the move as a way of preventing data…

    John Mcdermott/ Digiday- 21 readers -
  • Facebook PMD SocialClicks rebrands to AreaOne

    … SocialClicks, a programmatic mobile advertiser and Facebook Preferred Marketing Developer, has launched a global rebranding initiative, renaming the company AreaOne. They have also officially inked partnerships with top mobile marketplaces including Nexage, Smaato and Inneractive to expand their RTB offering. “We’re excited to launch our new…

    Sonja Hegman Andras/ AllFacebookin Social Mobile Facebook- 28 readers -
  • With New Dashboards, Factual Puts A Face On Its Data

    … Factual is making a bigger push into the media business. The data company has released a new self-service tool to allow agencies, publishers and demand-side platforms to segment and build audiences using the company’s location analytics toolset. Last year, the firm entered the mobile ad fray with two new products. A geo-fencing API called…

    Steven Jacobs/ Street Fightin Mobile- 9 readers -
  • 5 things we learned about Facebook in 2014

    … of the launch. And more features — such as a so-called demand-side platform (DSP), through which advertisers could bid on ad impressions across multiple exchanges — are expected soon. Facebook’s user data will also be integrated with LiveRail, which provides video advertising technology to publishers, thus letting advertisers use Facebook data to target…

    John Mcdermott/ Digidayin Social- 22 readers -
  • Navigating The Modern Ad Serving Stack, Part 1: Direct Orders

    …, on the publisher’s ad server. If these conditions are not both met, it is not a direct order. It’s most likely that the impressions are coming from a third party, like an ad network or demand-side platform, who either have their own direct orders or are piggybacking off someone else (e.g., an exchange). Direct orders are especially useful for negotiating…

    Ratko Vidakovic/ Marketing Landin Display- 27 readers -
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