How to choose DSP?
What are we talking about when we talk about a programmer? Advertisers have one coveted acronym - DSP (Demand Site Platform), or demand-side platform. Before advertising, it's important to choose a DSP that fits your goals.
Our Performance Director, Igor Skvortsov has already told how the programmer works. This time we asked Igor to pay more attention to DSP. He explained what parameters to pay attention to when choosing a platform: from external convenience to technical equipment and reporting.
Interface and convenienceThe convenience factor of working with DSP is difficult to overestimate. The more convenient the interface of such a platform, the more you will save time and nerves. There are so many online solutions (for almost anything) that we subconsciously require a clear structure and hierarchy, intuitive management and just a nice interface from any platform.
For example, you are more likely to choose a browser-based system so as not to download individual software. Customizing your reports for the interfaces you work with makes it easier to interact with the system. And if you have ever worked with a convenient Demand Site Platform, you can easily understand any similar platform.
One of the most important factors when choosing a platform is learning. As soon as you start working with DSP, you will want to read the tutorial - how and what to configure in the system. Some people like to go through trainings and onboardings. Yes, Google has Skillshop, where you can learn Google Ads and DV 360. This simplifies the system.
Inventory integrationFrom the external to the internal. To choose the DSP platform that suits your needs, look at the number of integrated sites and applications that support SSPs, networks, and exchanges. It is important to have direct agreements, because the more intermediaries, the higher the CPM markup.
It is also important to know the amount of inventory. How much inventory is needed for a particular region? If you want to go to other countries, check to see if there are SSPs connected to your chosen platform in those countries.
The quality of the inventory also matters. Before choosing a Demand Site Platform, find out if you can purchase inventory elsewhere or if certain sites are connected to your chosen DSP. The percentage of ad visibility, auction speed, error rate also play a role. So, the faster the servers that the platform works with, the sooner you will be able to go to the auction. These settings also depend on the Demand Site Platform.
Ways to purchase inventoryIt will be recalled that the programmer is not only RTB, but also private and guaranteed transactions. With the abolition of the 3rd party cookie, many advertisers will start looking to purchase direct inventory, and they will be right.
When choosing a platform, you should pay attention to the type of auction (first or second price), procurement model (CPM or CPC), optimization algorithm (CPA or CPV). Few people are willing to sell on the CPC model, because the calculations in the programmer are CPM. However, Google and Facebook can afford to purchase CPC and CPA in their own ecosystems.
Formats and creativesEach goal and task will have its own format. The more devices your DSP platform can cover, the better. The coverage will be greater, you will see which audience and on what frequency you have reached. It's important to pay attention to the formats and creatives you can work with in order for your ad to be visible and engage with your audience.
When a new format emerges, you first see how creativity and engagement with creativity grows. Interaction with standard banners will be much less. Also, many advertisers choose a particular DSP simply because the platform contains different formats.