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

      It is safe to say that 2016 became the post queries per second (QPS) era for Demand-Side Platforms (DSP) and cross-channel media buying solutions. Whether a DSP can drive visibility of 500,000 impressions/second or 3 million impressions/second, the availability for purchase became less of a competitive differentiator across all cross-channel media buying platforms.

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

    …-type solution. We will see big Fortune 1000 companies become more sophisticated at programmatic and start to adapt their DSPs with a proprietary machine learning tool that is adjusted to ingest a variety of first-party data. Capturing Data Fortune 1000 brands are also starting to mature in the way they capture big data – implementing software…

    Marketing Technology Blog- 19 readers -
  • What is a Demand-Side Platform (DSP)?

    …-side platforms enable advertisers to reach billions of impressions in advertising inventory that can’t be realized on platforms like search or social. In other words, DSPs enable an advertiser to maximize their advertising return on investment. What is a DSP? A demand-side platform (DSP) is a platform that allows buyers of digital advertising…

    Douglas Karr/ Marketing Technology Blog- 22 readers -
  • Google’s impending data platform restrictions raise concerns

    … subverts Google’s espoused objective to bring an end to marketing without accountability,” Tom Chavez, CEO of DMP company Krux, wrote in a November op-ed in ad tech trade publication AdExchanger. “Without DMP pixels, marketers must revert back to carpet-bombing users.” The move has triggered consternation not just with vendors but with some agency…

    John Mcdermott/ Digiday- 19 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 brand,” said AreaOne CEO Alon Michaeli.

    Sonja Hegman Andras/ AllFacebook- 26 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- 8 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- 16 readers -
  • Navigating The Modern Ad Serving Stack, Part 1: Direct Orders

    … the point-of-view of the publisher; after all, they ultimately call the shots when it comes to how their ad inventory is served from a technology and priority perspective. The diagram below illustrates how modern publishers prioritize delivery within their ad serving stacks to capitalize on business from both direct orders and programmatic channels…

    Ratko Vidakovic/ Marketing Landin Display- 24 readers -
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