The ways of online adverts sale and purchase keep changing.DSP network is one of the revolutionary technologies, which drive such changes.
What is a DSP?
DPS is a demand-side platform, which is applied in order to sell or buy various adverts on the Internet. As for the DSP definition, it is an automated process, which is widely used by advertising agencies and personal advertisers to purchase the video, mobile, display, or search adverts. Thus, the process has become as easy as never before being now almost instantaneous.
DPS is software-offering adverts on the marketplaces, where publishers list adverts’ inventory. Thus, the control of adverts across plenty of real-time bidding networks is possible. The technology works together with supply-side platforms being a part of programmatic advertising.
The adverts used to be sold by people. The process was not just unreliable and expensive but also took too much time. It included manual insertion orders, meetings, contracts, etc. With DSP technology, it has become cheaper and faster. The humans are now removed from several parts of it. There is also no necessity to negotiate on advert rates, orders, and other issues. Thus, DSP meaning for advertising is crucial.
In fact, the work of the platform is complicated. To say in short, it allows advertisers buying impressions across a wide range of publisher sites. At the same time, the offerings displayed are targeted to specific users based on:
- their location
- their previous browsing behavior, etc.
The advert impressions of the publishers become available through the ad exchanges, while the platform decides which of them are more relevant for certain advertisers. Thus, DSP connects to an advert exchange or a Supply Side Platforms (SSP) allowing publishers selling their inventory themselves.
DSP ad network pros
The advantages of DSP application are obvious:
- high-quality inventory.
At the same time, the platform is costly and complicated. Decide whether you need a broader reach of prospects across various advert exchanges and whether the premium inventory is worthwhile for your business.