Demand side platforms (DSP) and Supply side platforms (SSP) are essential components of modern programmatic advertising's real-time bidding processes. Advertisers and publishers can interact with RTB ecosystems while keeping a high level of inventory control with these software platforms. In this post we will define both DSP and SSP, and offer some of the best practises when managing either platform.
What is mobile DSP?
A demand side platform, or DSP, is essentially an operating system that allows advertisers to buy digital advertising using a fully automated process. To be more exact, it is a technical platform that connects marketers with publishers that are selling their ad inventory via marketplaces known as Ad Exchanges. Demand side platforms are undeniably important to the programmatic industry since they allow advertisers to buy advertising in a more timely, cost-effective, and efficient manner.
Mobile DSPs provide buyers with real-time bidding across various sources of inventory. The targeting ability is for sure one of the biggest capacities of a DSP, by leveraging it, advertisers can reach the specific segment audience they are interested in. Also, another important key feature includes the possibility for you to manage most of your digital ads within one interface. Because the ad space goes to the highest bidder, no salesperson is required to bargain.
What is SSP?
An SSP is the publisher’s equivalent of a mobile DSP. Supply side platforms are meant to help publishers sell their impressions at the highest possible price to the right purchasers. SSP and DSP are both powered by similar technology. SSP assists online media in promoting their impressions while controlling costs, as well as extending their online trading platform to improve cash flow.
The SSP allows the publisher to acquire the best possible price while avoiding having an empty ad space.
The advantages of a mobile SSP
- Increased revenue
- Controlling your site with effective data
- Everything is computerized.
- Intelligent delivery is available
The advantages of a mobile DSP
- Ability to reach multiple ad exchanges and supply-side platforms
- Automated, real-time bidding
- User targeting
- Reporting, analytics, and optimization
Best practices for mobile DSP and SSP
Find out what inventory is available
Advertisers and publishers should keep in mind that not all mobile DSPs and SSPs handle the same types of ad inventory. Consider whether platforms support mobile devices and desktops, in-app and mobile web, and overall worldwide reach when looking for a platform. Make sure the mobile DSP or SSP you're using supports video, rich media, full-screen interstitials, and native advertisements.
Check the targeting capabilities of your demand side platform
Advertisers must know that their platform will properly target their audience in order for ad impressions to reach the correct users. Learn how a mobile DSP obtains user data, including whether it is first-party or third-party. Take into account the available identifiers, such as device kind, operating system, and geographic location, among others.
It's usually a good idea to open your work to as many bids as possible when first starting out with a demand side platform This method allows you to scale up as soon as possible while still collecting enough performance data to improve your campaigns. Even if your first impressions don't result in conversions, the process has long-term benefits.
Look for brand protection features
Mobile DSPs and SSPs primarily operate through automatic processes, which poses risks.
Before ad money is lost, the ideal platform should have measures in place to recognize and combat ad fraud. Advertisers and publishers must additionally consider contextual brand safety, such as the brand safety of deployed advertising or host apps. Support for blacklists and whitelists are a must to address such concerns.
What we discussed here are just the basics, want to know more? Read further about Demand side platforms and how they work.
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