Video demand-side platforms
Technology is changing the way internet marketing is traded. Video Demand-Side Platforms or DSP is playing an essential role in this revolution.
A demand-side platform is a software used to buy advertising in an automated way. The process is generally done through bids during real-time auctions on ad exchanges. DSPs are widely-used by digital marketing buyers. These include promoters, marketing firms, and ad networks. The software helps them buy screen, video, handheld and search advertisements.
DSPs at Work
In the past, digital ads were traded by human advert buyers and salespeople. On more than one occasion, both can be quite expensive and hard to rely on. DSPs help make that practice less costly and more productive. The program replaces humans in various elements of the process.
The work of video DSPs is complicated and full of system jargon. In a nutshell, the DSPs enable marketers to buy impressions from different publishers. Each impression focuses on a target market based on data like age and spending habits. Publishers make their ad impressions accessible via ad exchanges. DSPs automatically choose the impression that makes the most sense for a marketer to get.
The cost of those impressions depends on a real-time auction, aka real-time bidding (RTB). That means there won’t be a need for a sales agent to negotiate the rates with purchasers. After all, the impressions are sold to the highest bidder. That entire process happens in milliseconds, the same time a user’s device loads a website.
To an extent, the job of DSPs seems to be exactly what ad networks do. Video DSPs use a lot of what ad networks practiced in the past. These include a connection to a broad variety of inventory and targeting functions. But a lot of DSP providers beg to disagree.
They claim that the benefit of using DSP instead of ad networks is the power of a single tool. By using one platform, the marketer can buy, serve and track ads in a more efficient way. As such, they can boost campaigns easier and faster. For demand-side platform providers, it’s all about the data. DSP firms also only charge a basic fee for aiding a transaction. Most ad networks now provide some DSP-like tool. They also offer real-time bidding features.
Here are three of the widely-used video demand-side platforms today:
TubeMogul is regarded as a leading third-party DSP software. The platform helps brands and agencies to prepare, buy, and check their ad campaigns. It enables marketers to plan and use programmatic advertising campaigns.
In a recent survey, TubeMogul obtained solid evaluations from consumers. It’s given a high mark for both its information sourcing and administration features.
Videology is a team of experts in television and video marketing. The firm concentrates on one thing for all its clients. It’s to convert data and inventory into favorable outcomes. The firm’s ad program helps marketers, ad agencies, and media people using one system base. Its platform generates higher media value with cross-screen set up, projection, and measurement.
Videology also refines and customizes reach and occurrence throughout television and video sale.
The Trade Desk
Think of the Trade Desk along the lines of the stock market. With this platform, marketers can value each impression, like how traders value stocks. The firm utilizes first- and third-party data. The information is used to determine which impression to get and how much to invest in it. Buyers may also use the platform’s APIs to create their unique analytic insights. They may even access the firm’s roster of bidders to develop specific DSP plans.
The Trade Desk’s inventory volume is impressive. Over the years, the brand gets consistent high customer ratings. It’s not a surprise since the firm delivers excellent, reliable segmenting. Through its platform, buyers can track and measure ad campaigns for all models.
The other DSP providers making waves in the market today are Invite Media, DataXu, and MediaMath. Several video DSPs are dedicated to channels such as mobile campaigns. Some firms run their purchasing platforms using tools accredited from DSPs mentioned above.