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In the past few years, a major shift powered by technology has happened to the digital advertising and media buying industry, with a bigger adoption rate among SMEs and an ever-increasing usage rate of digital devices. It’s clear that the digital advertising landscape has been changed a lot by demand side platforms: marketers put themselves in their hands to discover the best ad bids in just a few milliseconds instead of wasting their time doing it on their own. And even the managing and the analysis of those running campaigns has been simplified by those platforms.
There are many DSPs available, but how can you choose the right one to reach your primary aim? Here is a compelling list of the best demand side platforms that can be helpful for you.
1.Facebook Ads Manager
Ads Manager is a Facebook tool which allows advertisers to programmatically buy ad spaces only from its own inventory. It lets you create and manage your Facebook ads, but you will also be able to control how your campaigns are going and what you can do to improve them. It is one of the better known demand side platforms that has an important difference from any other, by selling solely from its inventory, it applies advertising formats that are available only on Facebook.
Advertising on Facebook can be extremely profitable thanks to the billions of users’ data that it can have access to, being the most popular social network. In fact, by gathering so much information from its consumers it is capable of targeting specific audiences and creating ads perfectly suitable for them. One of the major strengths of this platform is indeed the targeting ability, which ensures a positive ROI in a short amount of time.
Facebook Advertising provides three different formats on how your ads will be shown, either on the sidebar or on the newsfeed of your target audience, or even on them both. These contents, especially those on the newsfeed, will appear alongside organic posts, likes or shares of your family and friends. So the main goal of Facebook, as a social network, is managing to find an equilibrium between a non-intrusive but still efficient ad campaign.
2. Display and Video 360
Display and Video 360 — also known as DV360 — is the demand side platform owned by Google, and it’s the evolution of DoubleClick Bid Manager; it was presented in 2018 within the context of the rebranding under Google Marketing Platform umbrella, which includes other platforms such as Campaign Manager 360 or Search Ads 360. Using a DSP means being able to buy and to run programmatic advertising, setting your preferences on the target audience, the budget or even the time of the day when the ads will be displayed. After this step, DV360 connects you to a myriad of publishers that suit your settings to make the buying process easier and faster for you.
The efficiency that is guaranteed by this platform is given by the ability of using just one tool to access, to manage and to report your ad campaigns. Other benefits of leveraging DV360 include the audience targeting, due to the five options given to build your target audience you will reach a wide group of people that are not only going to see your ads, but that will find them relevant.
In addition to what has already been stated, Display and Video 360 ensure an end-to-end campaign management. It means that your teams will have the possibility to work together on your running ad campaigns through only one platform thanks to the combination of five modules provided by DV360.
3. Adelphic
Adelphic is a self-serve demand side platform which was designed to simplify programmatic traders’ work. It’s a software whose duty is to allow brands and advertisers to establish significant ad campaigns through most programmatic formats and devices. Plus, it gives your business the independence of managing your campaigns on your own, always guaranteeing you the potential and personalized support of its team.
One of its best features is to considerably reduce buying fee by being the only DSP that owns a subscription-based model on the whole market. In addition, especially over the past year, it has constantly grown its list of partner integration and inventory sources, becoming one of the first DSPs to market on DOOH or CTV.
4. Platform.io
Platform.io is a white label demand side platform, which enables profitable and transparent advertising operations for digital ad agencies or brands. Advertisers, by leveraging this platform, can not only buy programmatic ad spaces, but also manage their running campaigns in real-time or even analyze their performances over the time. Being a white label DSP means that you can completely customize this platform to make it fit perfectly your needs and your requests. An example? If you want to personalize the platform by using logos or icons of your choice you are able to.
Platform.io technology ensures you to reach your desired audience thanks to its segmentation ability and by splitting users in relevant clusters. But that is not the only benefit that your business can get from this DSP, another characteristic to not underestimate is the minimization of the risk of fraudulent ad placement by employing built-in tools such as Media Trust.
5. StackAdapt
StackAdapt is among the most well-known DSPs in North America, it can be described as a self-serve demand side platform which has its headquarter in Canada and that has been working in the programmatic fields for almost ten years now. It is used to work with most kinds of businesses to connect advertisers to ad inventories that they surely can find interesting. Its structure comprehends not only a technology which understands that the main goal of digital marketers is to overcome customers’ expectations, but also a supporting team that is going to help you through the creation and the management of ad campaigns.
Its basic aim is helping your business to create engaging ad campaigns for a great user experience, because of that you should find the interface user-friendly and easy to use. The native offer is the strength of this platform, it enables advertisers to create simple but effective advertisements, which can count on the targeting ability of the DSP and on other interesting tools too. An instance might be the possibility of tracking time on the site to analyze whether an ad drives meaningful engagement or not.
Demand side platforms and programmatic advertising can be taken no more as optional additions to your user acquisition strategy, but as two of the main characters in order to run effective ad campaigns. Any of the DSPs above can be a game changer for your business and for your digital advertising, the real matter is choosing the one which can actually fit your requests and that will be helpful to achieve your goals.
