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
  • 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- 18 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- 7 readers -
  • 5 things we learned about Facebook in 2014

    … brand that doubles as a holding company for numerous sub-brands. If it can’t buy ’em, it will copy ’em. When Facebook was either unwilling or unable to purchase certain digital media entities, it simply tried to co-opt their popularity. In February, it released Paper, a mobile news reading app similar to Flipboard. Snapchat famously turned down…

    John Mcdermott/ Digidayin Social- 14 readers -
  • Navigating The Modern Ad Serving Stack, Part 1: Direct Orders

    It is universally acknowledged that the ad tech industry is complex. Some would say overly complex. As a result, you will often hear people in the advertising world throw around terminology in embarrassingly incorrect ways. I don’t want you to be one of those people, so I’m writing this series to shine some light on the fundamentals of modern ad serving.

    Ratko Vidakovic/ Marketing Land- 22 readers -
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