A demand-side platform is a system that allows buyers of digital advertising inventory to manage multiple ad exchange and data exchange accounts through one interface using automation. There are two important stages to how a demand-side platform works. First, the advertiser uploads creative, sets up targeting objectives and identifies a budget. Once the campaign creative is uploaded, the DSP scours through its network of publishers for advertising availabilities (available ad inventory) that fit the advertiser’s criteria and makes a bid for placement. After this, the DSP resolves the bid, places the ad, and manages payment.
Goals and Objectives
Advanced DSPs must address multiple platform destinations including CTV and online video (websites and mobile) and audio.
Integrated planning and activation by setting business objectives, cross-channel strategy, AI driven campaign optimization and KPI setting.
Data resolution using Unified ID 2.0 (UID2), an open and interoperable ID framework designed with security and industry accountability.
CRM data onboarding.
Use of ID graphs and advanced audience modeling to discover high-value audiences.
AI driven performance optimization based on defined KPIs
Provide measurement capabilities that allows connection to campaign performance and business objectives, focusing ad budgets on the tactics that drive the best outcomes.
Technology to provide options for open market real time bidding, private marketplace to select preferred publisher or programmatic guaranteed setting up direct deals with any publisher partner, guaranteeing a fixed number of impressions at a specified price.
APIs to connect customer media planning, buying, and reporting systems.
AI/ML to improve workflow efficiencies and processing intelligence to maximize business objectives and KPIs.
Workflow automation across publisher and data networks
Use Case Summary
DSPs allow an advertiser to buy advertising at scale with the help of automation. Use cases include cross-platform campaign management, AI-driven optimization based on business objectives and KPIs, and efficient and intelligent use of data to target audience data set that matches business objectives for a given budget.