Demand Side Platforms (DSPs) and Supply Side Platforms (SSPs) are the two parties involved in mobile programmatic, that is the technology allowing the automated buying and selling of ad inventory. We will now describe the main features of DSPs and SSPs, the mechanism behind the process of mobile programmatic, as well as the key benefits of running your app install campaign with a mobile DSP.
What Is A Mobile DSP?
Let’s first start with a definition of demand side platforms. A DSP is a software platform supporting advertisers in the process of buying digital ads, more efficiently and cost-effectively, as they use A.I. and machine learning algorithms. DSPs are a fundamental bridge between marketers and publishers selling their ad inventory.
In fact, on the other side of mobile programmatic, we find supply side platforms, SSPs, which are platforms or software used by publishers selling ad space. Before the introduction of SSPs, publishers had to manually manage their ad space, while with mobile programmatic the process is now automated by SSPs. Supply side platforms send ad impressions to ad exchanges, which then sell them for the best price offered by buyers (DSPs) during bids.
Talking more specifically about mobile DSPs, we can define them as DSPs supporting advertising on mobile devices, and also improving the users’ experience of ads on a mobile device - working, for instance, on the size of ads depending on the screen size, on the model of the device, etc.
Self-serve Mobile DSPs vs Fully Managed DSPs
Within the broader field of DSPs, we can identify different types of them, and the two main ones are self-serve and fully managed demand side platforms.
Self-serve DSPs are platforms offering advertisers full control in managing their data, media buying, and their ad campaigns.
In some cases, a self-serve mobile DSP may be the way to go for advertisers, as it can be less expensive given the lack of third-party companies managing their marketing campaigns. In this way, advertisers can fully control their campaigns and the process of buying ad inventory.
This may also have an economic benefit, especially if the budget available to your company and your app install campaign is limited, as you will lower your expenses for external support.
Conversely, fully managed DSPs represent for advertisers an external team managing their media buying and ad campaigns. A fully managed mobile DSP is just like any other standard mobile DSP but managed entirely by account managers working on your app install campaign. For this reason, a fully managed mobile DSP may be the key to success, as it provides expertise, app install campaign planning, monitoring, and optimization, as well as a more efficient budget allocation and greater scalability for your app install campaign.
Mapendo is a fully managed mobile DSP: with our own algorithms we collect data from app users anonymously and, based on data and mobile programmatic, we target users, especially aiming at high-quality users, those who are more likely to perform in-app events and drive more in-app revenues. With mobile programmatic, we have helped many apps target high-quality users, grow their business, and increase the app install campaign ROAS.
The Advantages Of Running Your App Install Campaign With A Fully Managed Mobile DSP
So, despite some of the benefits that may come from relying on a self-serve DSP, a fully managed mobile DSP may actually be fundamental for you to succeed in such a competitive programmatic environment.
Firstly, working with a fully managed mobile DSP offers a crucial advantage from an economic point of view: by analyzing available data and patterns, you know which marketing strategies are working best for your app install campaign and what needs to be adjusted. In this way, you will allocate your budget more wisely: this will benefit your app user acquisition strategy, as you will reach a wider audience while still being profitable.
With a fully managed mobile DSP, you will therefore be able to constantly monitor your app install campaign and work on its optimization, relying on expert account managers following your campaign closely on a daily basis. This will ensure your app install campaign ROAS will boost and the volume of your app install campaign will significantly increase.
So, a crucial advantage of a fully managed DSP actually is the presence of account managers handling and supporting your app install campaigns day-to-day. For instance, account managers provide advertisers with periodic reports on the overall campaign performance, which are also customized according to the advertiser’s needs and KPIs.
In this way, together with monitoring the app install campaign performance and KPIs, a fully managed mobile DSP can also offer insights on each campaign, advise on what to improve, as well as help plan future steps to take in the app install campaign.