The definition of demand-side platform A demand-side platform (DSP) is a type of software that allows an advertiser to buy advertising with the help of automation. Because they allow mobile advertisers to buy high-quality traffic on a large scale with minimal friction, DSPs are a powerful marketing automation tool. Now, Facebook has decided to do programmatic marketing in a slightly different way. By eliminating the technical middleman, they provide the purchasing platform and the biddable advertising space.
This means that Facebook Ads Manager is a DSP that programmatically sells its own inventory (and that of Instagram). Apart from that, it adapts to the configuration and functions offered by other leading DSPs. Available as an application, Facebook's ad manager allows advertisers to create, edit, manage, track and analyze their campaigns from one place. With the number of active Facebook users approaching 2 billion, the platform offers an enormous degree of possibilities for programmatic advertisers.
They also offer a separate data management platform (DMP) where marketers can view all their campaign data. Overall, Rocket Fuel maintains a strong ethic of working with people and not with devices, with the goal of providing sellers with complete transparency. A negative aspect of programmatic advertising is that you can't see what your ad will be placed next to until it goes live. To alleviate this problem for marketers, MediaMath ensures brand safety in programmatic campaigns and, if an ad appears next to offensive content, they will reimburse the advertiser.
MediaMath, which prides itself on its transparency, ensures that users have full access to their data, with customization options and a team of dedicated experts who can help with the setup and maintenance of campaigns. With a focus on people-based marketing, LiveRamp is an Acxiom company that provides the foundation for omnichannel marketing. With their identity resolution service, LiveRamp IdentityLink, they link data to real consumers, enabling people-based marketing initiatives across all digital channels. By transforming the technological platforms used by customers, LiveRamp is dedicated to improving marketing relevance and ultimately allowing consumers to better connect with the products, services and brands they love.
Respecting the best practices of major associations, including the App Choices and Digital Advertising Alliance (DAA) ICON programs, they offer secure privacy solutions in several markets. The latest news from LiveRamp's headquarters includes the announcement of its participation in the launch of a new technological consortium together with AppNexus, MediaMath and others. With the aim of offering people-based marketing within programmatic channels, they seek to challenge the domain of precision advertising that Google and Facebook currently have, and move away from the uncomfortable invasion of the cookie. Combining user experience with first-class tools, Choozle is a design-focused platform that integrates powerful segmentation, buying and execution functions into a self-service platform.
With no minimum advertising investment, Choozle is popular because it allows marketers to access all the programmatic impressions they can generate, closing the gap between those who spend a lot and those who spend the least. Their service allows a greater part of the client's advertising budget to be spent on media, as they eliminate unnecessary costs, technology and complicated processes. Transparent, powerful and simple, Choozle offers programmatic advertising in real time, in addition to purchasing 26% measurement tools, which rival large companies without the excessive costs. The big debate currently taking place is the privacy war, in which smaller companies come together to challenge the status quo.
According to Brian O'Kelley, CEO of AppNexus, “48% of all digital advertising dollars go to just two companies: Facebook and Google. The creation of a technological consortium by companies such as LiveRamp, MediaMath, AppNexus, Index Exchange, LiveIntent, Rocket Fuel and more is a response to this domain. Instead of the manual process of buying, configuring and maintaining campaigns by people, programmatic advertising uses ad exchanges and other algorithmic software that allows for the automatic purchase of inventory. The programmatic world makes it easier than ever for companies to access the inventory of available advertising.
While different companies may have different elements or different names, they all share a similar structure to fulfill their function of delivering ads programmatically. DSPs integrate with ad bags and SSPs for advertising spaces, but they also integrate with other tools to increase their functionality, such as data management platforms, analytics platforms, payment gateways, and brand security solutions, which improve the DSP's risk management capabilities. Another popular programmatic option is real-time bidding (RTB), which buys ad impressions in an auction format. A demand-side platform (DSP) is a system that allows buyers of digital advertising inventory to manage multiple ad sharing and data sharing accounts through an interface.
Once the advertiser has entered the preferences of their target audience into a demand-based platform (DSP), programmatic offers can be made using artificial intelligence (AI). Therefore, it's important to have an understanding, even if it's brief, of programmatic buying, selling, and advertising. The integration of multiple supply sources allows a demand-side platform to consolidate and centralize the ad buying process, allowing the advertiser to have a wide reach across all channels from a single source. Programmatic advertising allows you to take charge of buying ads, allowing you to set up your campaign immediately and track results in near real time.
With the definition of a demand-based platform and an understanding of the technological offerings available, there's no better time to dive into the world of CTV advertising and reach your target audience wherever they are watching it. .