Best Demand Side Platform (DSP)

Demand side platforms (DSPs) are advertiser campaign management products that provide advertisers features for buying ad placements online in real time. Buying ad placements in real time through DSPs gives advertisers the ability to target their desired audiences as they are actually browsing websites. DSPs are typically managed by in-house marketing teams, advertising agencies, or agency trading desks that specialize in real-time advertising. By providing clarity into impressions and conversions, DSPs help advertisers spend their digital advertising budgets more effectively. DSPs are nearly always packaged into advertiser campaign management products that can manage ads across display, mobile, social, search, and video advertising channels. To purchase ads in real time, DSPs integrate with ad exchanges, which serve as a marketplace for ad inventory. Supply side platforms (SSPs) parallel DSPs. Publishers use SSPs to sell their advertising inventory in ad exchanges. Some DSPs can also integrate directly with SSPs to foster direct buys.

To qualify for inclusion in the DSP category, a product must:

  • Integrate with or be included in advertiser campaign management products
  • Integrate with ad exchanges or directly with SSPs to buy ads in real time
  • Allow users to make bids on ad inventory on an impression-by-impression basis (in real time)

Demand Side Platform (DSP) Grid® Overview

The best Demand Side Platform (DSP) products are determined by customer satisfaction (based on user reviews) and market presence (based on products’ scale, focus, and influence) and placed into four categories on the Grid®:
  • Products in the Leader quadrant are rated highly by G2 Crowd users and have substantial Market Presence scores. Leaders include: DoubleClick Digital Marketing, MediaMath TerminalOne Marketing OS™, and Basis DSP
  • High Performers are highly rated by their users, but have not yet achieved the Market Presence of the Leaders. High Performers include: The Trade Desk, StackAdapt, and Choozle
  • Contenders have significant Market Presence and resources, but have received below average user Satisfaction ratings or have not yet received a sufficient number of reviews to validate the solution. Contenders include: AppNexus Console and BrightRoll DSP
  • Niche solutions do not have the Market Presence of the Leaders. They may have been rated positively on customer Satisfaction, but have not yet received enough reviews to validate them. Niche products include: Amobee DSP, dataxu, and Rubicon Project, For Buyers
G2 Crowd Grid® for Demand Side Platform (DSP)
High Performers
Market Presence
Compare Demand Side Platform (DSP)
    Results: 57

    Star Rating

    Demand Side Platform (DSP) reviews by real, verified users. Find unbiased ratings on user satisfaction, features, and price based on the most reviews available anywhere.

    As programmatic digital advertising continues to grow by leaps and bounds, many advertisers and agencies feel overwhelmed. The complexity of a fragmented, rapidly changing marketplace, the high cost of training, and the prevalence of ad fraud all combine to make programmatic media buyers’ lives difficult at best. The market for Demand Side Platforms (DSPs) is crowded with products that are often complex, hard to use, and undifferentiated. Poorly designed user interfaces require costly training, support and ongoing education before and during campaigns. And ad fraud, projected to cost U.S. advertisers $7.2 billion globally in 2016, cuts into returns on programmatic buying. Basis DSP (formerly Centro DSP) provides unified, enterprise-class software and services to simplify, enhance, and improve return on your digital media operations. It is the easiest-to-use and best-supported multi-channel DSP available today, allowing buyers to run programmatic display, mobile, video, Facebook right rail and native campaigns via self-service, as a managed service, or through a combination of both. Basis DSP is also at the core of Basis, a next generation programmatic advertising software combined with a media buying business ecosystem. Basis is a SaaS solution that boosts team and campaign performance by enabling advertisers to integrate real-time bidding (RTB), direct, search and social advertising into one campaign planning platform. Programmatic advertising and direct-to-publisher media buying, as well as optimization and analysis, are orchestrated through this all-in-one media system. Centro’s education and training curriculum enables teams to quickly improve their programmatic knowledge and skill sets. Robust fraud protection prevents wasted investments. Our service model and comparably lower monthly minimums help companies gain real programmatic expertise within tight budget constraints.

    Google's DoubleClick™ provides ad management and ad serving solutions to companies that buy, create, or sell digital advertising. The world's top marketers, publishers, ad networks, and agencies use DoubleClick platforms as the foundation for their digital marketing. With deep expertise in ad serving, media planning, search management, rich media, video, and mobile, DoubleClick platforms help customers execute digital media strategies more effectively.

    MediaMath is a global technology company that is leading the movement to revolutionize traditional marketing and drive transformative results for marketers through its TerminalOne Marketing Operating System™. A pioneer in the industry introducing the first Demand-Side Platform (DSP) with the company's founding in 2007, MediaMath is the only company of its kind to empower marketers with an extensible, open platform to unleash the power of goal-based marketing at scale, transparently across the enterprise. T1 activates data, automates execution, and optimizes interactions across all addressable media, delivering superior performance, transparency, and control to all marketers and better, more individualized experiences for consumers. MediaMath, which has experienced triple-digit year-over-year growth since inception, has a seasoned management team leading 15 global locations across five continents. Key clients include every major agency holding company, operating agencies, and top brands across verticals.

    The Trade Desk empowers buyers at the campaign level with the most expressive bid capabilities in market, full-funnel attribution, and detailed reporting that illustrates the consumer journey from initial impression to conversion.

    For global advertisers and agencies, BrightRoll is Yahoo’s brand for programmatic advertising technology. The BrightRoll DSP is media-agnostic and provides exclusive access to Yahoo’s wealth of data and insights from one billion users and 165 billion daily data events. BrightRoll’s advanced programmatic technology, coupled with flexible client-service options, empowers advertisers to deliver against complex branding and performance goals.

    We believe that demanding more levers to pull is no longer solving marketers'​ challenges. In other words, adding complexity is not the answer. Instead, we believe the future of technology lays in automation and the convergence of machine and human intelligence. Our core product, StackAdapt, is the #1 Performing Native Advertising Platform that helps brands accelerate customer engagement and acquisition. This state-of-the-art platform is where some of the most progressive work in machine learning meets cutting-edge user experience. Looking to learn more about the most progressive topics in digital advertising? Read our thought leadership:

    Choozle – Digital Advertising Made Easy®—provides a digital advertising software platform that leverages detailed consumer data to power programmatic advertising campaigns across display, video, mobile and other mediums—all from a single, intuitive interface.

    dataxu® helps marketing professionals use data to improve their advertising. Our TouchPoint™ software empowers you to connect with real people across all channels, including TV, capturing consumers’ attention when and where it matters most. With 14 offices around the world, we’re here to help power your business forward. Discover what you + our software can do at

    A cloud platform that enables marketers to make smarter decisions and precisely execute cross-channel campaigns.

    Buyer Cloud delivers a powerful platform for brands to reach their desired audiences, driving unparalleled brand engagement, customer acquisition, and results.

    AppNexus technology powers the most innovative trading solutions and marketplaces for Internet advertising. AppNexus powers the ads that power the Internet.

    Criteo Dynamic Retargeting Maximize sales. See an average of 13X ROAS. Re-engage shoppers throughout their path to purchase with tailored video and display ads, delivered across the world’s best publishers, and designed for measurable performance. Trusted by 18,000 clients worldwide, Criteo Dynamic Retargeting utilizes machine learning to serve up the most relevant ads in real time. Features • Retarget shoppers with personalized video ads. o Reach shoppers at scale with engaging video ads, generated on-demand to showcase your products across the web. • Continuously optimize with machine learning. o Generate an average of 13X return on ad spend. Our machine-learning technology works continuously to improve every campaign’s performance. • Help shoppers find products they haven't seen yet. o Up to 28% of purchases are products that weren’t previously viewed. Our engine can predict items of interest and show shoppers things they might like. • Grow your customer base. o Get maximum reach and premium visibility across web, mobile, and social, and across video and display inventory, through our direct relationships with thousands of publishers. • Connect with shoppers across screens. o Seamlessly connect with every shopper across devices, apps, and the web through insights from our pooled data and the 1.4 billion shoppers we see each month. • Tailor messages to be the most relevant. o Leverage Criteo machine learning to personalize every element of your ads and craft experiences that convert more shoppers into buyers. Kinetic Design helps you deliver on-brand creative that drives performance.

    The Programmatic Marketing Platform enables the efficient purchase of highly-targeted impressions on multiple real-time bidding (RTB) advertising exchanges.

    TubeMogul is an advertising software company for digital branding. With a single, integrated video ad solution, TubeMogul puts Brands & Agencies in control.

    Adelphic is a leading people-based cross-channel demand-side platform. Adelphic provides an enterprise-ready self-service software solution for agencies, brands and other large media buyers to make meaningful engagements with consumers across all devices and formats. The company’s platform is fully RTB-enabled and delivers global scale through access to all leading inventory providers. Adelphic’s technology overcomes the limitations of user identification across all digital devices, yielding rich, nuanced portraits of real people, instead of cookies.

    IgnitionOne’s marketing technology and services simplify the task of identifying and engaging your audiences at key moments of influence across channels including search, display, social and more – including the marketer’s own website -- on any device consumers prefer to engage. IgnitionOne’s solutions convert more visitors, improve return on advertising spend, and boost customer lifetime value. At the core of IgnitionOne is its proprietary Score-Powered Marketing (SM) algorithms, which measure the historical and real-time behavior of each individual visitor — including the products and services of most interest, and their likelihood to convert. IgnitionOne then leverages this score to activate audiences across digital channels, personalize website content, and more -- dramatically improving marketing results. You can use the IgnitionOne Platform to power your digital marketing – or use it to enhance the technology that you already use.

    ownerIQ, or "The Q" is at the forefront of a digital disruption, helping retailers and brands form natural marketing partnerships and leverage the digital audiences of their marketing partners. Since ownerIQ's inception we have grown to be the leading programmatic solution for retailers and brands and the first of its kind transparent second-party data sharing marketplace offering a full product suite to retailers and brands to experience next level digital advertising through transparency, relevancy and scalability. owneriq, 2017 Digiday’s Signal Award winner for Best Data Management Platform, was also recently named in the Ad Age BtoB Best Awards, as CIOReview Magazine’s Top 50 Retail Solutions, Boston Business Journal's Hottest Tech Companies to Watch, and Editor's Choice Award from Shopper Marketing Magazine. After 157% growth in revenue in just 3 years, The Q is slated for significant growth and looking to increase the Q's footprint in the Fort Point neighborhood in Boston.

    247RTB is a DSP self-serve platform that provides programmatic real-time bidding tools for advertisers.

    [a•mo•bee] offers marketers, agencies, publishers and operators an innovative digital marketing technology platform and solutions.

    The platform that delivers conversions, not just impressions. Created by marketers for marketers, Bucksense is Programmatic Advertising that delivers conversions, not just impressions. Integrating advanced mathematical models and proven marketing expertise into its algorithm, Bucksense’s platform has the data tools and features that improve ROI. Clients can choose from a range of fully supported SaaS to Expert Managed Services.

    Eyereturn improves the way brands connect with their customers online. Our proprietary platform provides unified campaign control, empowering brands through consolidated attribution-based results in a single dashboard. Breaking free from walled gardens, Eyereturn has done away with layers of intermediaries, providing actionable data and insights across search, social and display campaigns. The result is that our clients have the ability to make informed, transparent, real-time decisions everywhere they connect with their audience.Search, social, and display campaign reports on one unified platform. The Eyereturn DSP Console includes features like data segments, contextual targeting, private marketplaces, search & site retargeting, tactical Executions (user-agent & geo-fencing), and pre-bid filters.

    Gravity4 is the world’s first high-frequency machine-learning marketing OS, built to enhance the advertising and SaaS industries. It collates customer experience so marketers can target a customer throughout the entire purchase journey and across all consumer touch-points, regardless of delivery channel. Its proprietary AI technology, Mona Lisa, builds a consumer persona by aggregating data across channels. The platform’s fluid and constant in-stream of data is sorted into a semantic graph to form connection clusters, using the correlation variables. All through a single click, it empowers agencies and marketers to allow connected software to optimize a manually driven $200 billion global advertising market. The company’s headquarters are in Miami, but it has offices in Sydney, Stockholm, Oslo, Auckland, Madrid, Singapore, Copenhagen, London, Dublin, Amsterdam, Helsinki, Hong Kong, Shanghai, Kuala Lumpur, Christchurch, Taipei and India. #BELIMITLESS

    SmartyAds, a full-stack programmatic company offers massive self-serve DSP (demand-side platform) for agencies and extensive SSP (supply side platform) for publishers that allow conducting large-scale transactions, which are mutually beneficial for both parties. In this collaborative partnership between DSP and SSP publishers can maximize the value of their advertising inventory and agencies can purchase impressions that are time and place relevant to the correct target audience. SmartyAds dedicated team offers varied programmatic types of campaign metrics including CPM, CPA, CPC and CPI. By using Big Data machine learning algorithms for automating and optimizing ad buying process, we maximize engagement with the brand and boost revenues while minimizing the CPA (cost per acquisition).

    Viant Technology LLC is a premier people-based advertising technology company, enabling marketers to plan, execute, and measure their digital media investments through a cloud-based platform. Built on a foundation of people instead of cookies, the Viant Advertising Cloud™ provides marketers with access to over 1.2 billion registered users, one of the largest registered user databases in the world, infusing accuracy, reach, and accountability into cross device advertising.

    Adadyn removes the barrier of entry into programmatic advertising, making it simple and affordable for marketers and agencies of all sizes to get started without up-front fees or minimum spend requirements. By unifying media buying, dynamic creative and audience management into one easy-to-use platform, now anyone can launch a campaign and achieve programmatic display advertising performance. With offices in California, New York, India and Singapore, Adadyn offers dedicated customer support and global reach. For more information, visit or follow @adadyn on Twitter.

    The Adform Demand Side Platform is part of Adform's advertiser platform. The DSP can be purchased as either a stand alone service, or in concert with Adform's other advertiser platform products which include a powerful ad server and robust data management platform. Adform has regularly been ranked as one of the world's premier DSPs and is one of the only DSPs built seamlessly alongside a robust DMP. The company's European heritage combined with global reach and presence has resulted in a unique approach to servicing the needs of clients and made Adform an industry leader on topics such as data privacy and security.

    Making display advertising simple, relevant, and rewarding for advertisers, agencies and publishers.

    AdMachine is a self-serve Demand side platform with a large inventory volume from 50+ Supply side platforms connected. Display, Native, Video and Pop traffic. AdMachine also provides a White Label DSP solution. 24/7 Monitored Reliable Infrastructure AdMachine Ad Exchange Simple SSP and DSP integrations Self-serve platform for Advertisers and Publishers Dedicated Support Team Customizable UI Custom Domains Migration help

    AdTradr delivers advanced programmatic and real-time bidding solutions, built around the needs of publishers and marketers.

    ANTS Programmatic AdX: Display, Video and Mobile exclusive, premium brand-safe inventory and global AdExchanges & SSPs with the best optimization DSP-technology. ANTS ADX leverage multiple data sources including 1st party, 3rd party and exclusive ANTS Insight DMP proprietary data.

    AppNexus Programmable Platform (APP) is the industry's first programmable DSP. It places control in the hands of the trader so he or she can devote more time to customizing advertising campaigns that achieve powerful outcomes, and less time on basic use cases, set-up, and manual intervention

    Astute Bot's consumer engagement software drives customer loyalty, through a blend of leading technologies that eliminates friction during every interaction.

    AudienceScience is an enterprise digital marketing technology company dedicated to empowering global marketing organizations through AudienceScience Gateway.

    Automatad is a digital media products co, that provides a suite of programmatic monetization solutions that drives efficiency and superior monetization at scale. Using our platform digital publishers can create, monetize and optimize for the best ad experience.

    Bidsopt is Mobile Programmatic Media Buying Platform for Native, Rich media and Standard Banner Inventory .

    Performance Advertising platform

    Clickagy is a data intelligence platform for digital marketing and analytics.

    Ad Infinitum offers to publishers and advertisers a powerful, efficient and responsive digital marketing machine. Ad Infinitum offers a complete solution, integrating any method and metric you like, hitting all consumer touch points.

    DSP Lazarus is the Easiest Self-Serve DSP platform that allows Advertisers, Agencies, and Ad Networks to buy display impressions across multiple Ad Exchanges in milliseconds, with Data transparency, Measure conversions and has a powerful Algorithm that allows Automatic Optimization. Our DSP platform is developed by our own in-house technology and is based on intelligent performance driven algorithms. //Targeting Precise targeting options enable exact hit your target audience. Varied flavors of targeting options are served at Lazarus as per the taste of our clients. Those are some value-added advantages: - Geo - Device - Browser - Keywords - Caps - Carrier - Interest //Features: - Data Transparency - Ultra Targeting Options - Easy to use - Self-Serve - Impression & Conversion pixels - Mobile & Web - Support - Full control - Wide Ad Format //Ad Formats With DSP Lazarus will provide you with a wide Ad Formats, formats according to IAB standards: - Native Ads - Interstitial - Dynamic Video - 320x50 - 300x250 - 300x50 We highly recommend testing your Branding Campaigns on brandformance basis (Performance goal). Try DSP Lazarus today and start improving your results by hitting your target audience!

    Helping marketers build custom audiences and activate them across all screens.

    Fiksu provides data-fueled mobile marketing technology that connects brands, agencies, and app advertisers to targeted mobile audiences.

    Go2mobi is a mobile-first advertising platform that helps agencies, brands, trading desks, and app marketers reach the specific mobile audience segments that drive performance and ROI. Go2mobi’s first party, mobile-originated data management platform combines with their real-time MomentMatch ™ technology to help brands and agencies target their ideal audiences in the specific moments that drive engagement and conversion. Go2mobi continues to wow the world’s biggest brands and agencies with their innovative platform, unparalleled commitment to customer service, and ability to target, report and optimize on a campaign’s most granular data points.

    Kritter provides enterprise ad tech software products. They can help you build your own DSP, SSP, DMP

    Campaign As A Service specializes in offering marketing campaign services using a data-driven platform for predictable outcomes.

    NetADge allows you to build all kind of performing campaigns: branding, promotion, drive to install, drive to store, click to call… including rich media and video, as well as native ads formats.

    NT is a programmatic platform that leverages data to power advertising campaigns across display, video, mobile & social mediums. Nominal Technology, Ltd. is an international IT company and an expert in the field of big data and algorithmic buying. In the modern world, where processes are becoming increasingly complex, and there is a lack of time, powerful analytical tools are necessary for effective management of communications. The goal of our company is to design tools and algorithms that help companies to effectively implement their marketing activities, as well as to build strong and mutually beneficial relationships with their customers. The main goal is development of your business and increase of ROI. We maximize the effectiveness of advertising campaigns and help to increase your income.

    Pocketmath aggregates all mobile real-time bidding (RTB) inventory into one self-serve platform. In other words, it is a mobile demand side advertising platform that’s integrated with a large number of renowned inventory partners. More than any of its peer competitors, Pocketmath platform can target a wide range of mobile users. With real time bidding, Pocketmath is able to bid on individual impressions on apps and mobile web, within 100 milliseconds, dynamically and aggressively pricing each impression to optimize your ad spend. Pocketmath helps brands and businesses advertise across thousands of the hottest mobile apps, games, and popular mobile websites to millions of smartphone and tablet users: all in real-time. Our company mission is ‘Reinventing Advertising”. We aim to help people by providing more accurate and relevant targeting solutions at scale, so much so that brands and businesses can reach out to the right person, at the right time, right place, and with the right message.

    ReklamStore Self-Serve DSP is a real-time advertising platform for marketing professionals and agencies which allow them to create, manage and monitor their online, video and mobile ad campaigns include various pricing models, such as CPM, CPC, etc… We provide a self-serve advertising solution for advertisers to target the right audience with the right ad model by analyzing users’ demographics, interest, and behavior according to their web browsing history. 📌 Reach premium display, video, native and POP traffic. 📌 Publish on desktop / mobile web / in-app 📌 3rd Party tag support: JS tag, rotating tags etc. 📌 Integrated 140+ SSPs & traffic sources 📌 Advanced targeting options: Geo, device, SSP, browser, operating system, carrier, white-listing, and black-listing.

    RTB House is a global company that provides state-of-the-art retargeting technology for top brands worldwide. Its proprietary ad buying engine is the first and only in the world to be powered entirely by deep learning algorithms, enabling advertisers to generate outstanding results and reach their short, mid and long-term goals. Founded in 2012, RTB House serves over a thousand campaigns across EMEA, APAC and the Americas regions with main locations in New York, London, Tokyo, Singapore, São Paulo, Moscow, Istanbul, Dubai and Warsaw.

    The SmartyAds white label buying platform can be fully branded as your own to put the powerful technology of our server in your hands.

    With the recent sale of the Demand Side Platform, we have turned our focus to providing our supply side partners with the technology and service needed to drive the fullest value from their premium video content. To celebrate the idea that advertising technology needs to be fast and frictionless to lift our clients toward their goals, we chose the name Telaria. It’s our derivation of the Greek word Talaria, which is the name of the winged sandals worn by Hermes, the messenger of the gods. We use this spelling because our core focus has always been video – from the smallest mobile screens to the largest televisions.

    Real Time Bidding (RTB) - Demand Side Platform framework

    Vertoz is a programmatic advertising company that offers engaging and innovative advertising and monetization solutions which replaces the traditional methods of media buying and selling of advertisement. Our company’s proprietary technology, advanced capabilities and the programmatic platform is a highly scalable software platform that powers and optimizes the marketplace for the real-time trading of digital advertising inventory between advertisers and publishers. We call our platform as a “Ingenious Plex – The Complete Advertising and Monetization Suite”. Our Ingenious Programmatic Plex, self-serve DSP, gives your business uplift in terms of extended audience reach, optimized campaign delivery, cross platform optimization and the best conversion rates to match your advertising and marketing goals. Connect to our premium publishers, ad-exchanges and SSP’s to serve your ad to the right audience at right time and place. Target the right audience and reconnect with them anywhere. Hence, leverage our superior technology and unique custom models for your campaigns. Reach out to viewers universally with our multi-screen solutions. We ensure your advertising presence is present on all devices and platforms. Vertoz’s dedicated account specialists ensure complete optimization and support, while our experienced Ad Ops team monitors the quality of publisher websites that we partner with. Founded in 2012, Vertoz has offices worldwide with its global headquarter in New York, U.S.A Vertoz also has offices in other locations like San Francisco, London, Dubai, Mumbai & New Delhi.

    Xaxis is a global digital media platform that programmatically connects advertisers to audiences.

    XOVI GmbH has been offering SaaS (Software as a Service) solutions for the online marketing industry since 2009, helping online marketers and businesses be more successful on the web. The company is founded on the XOVI online marketing suite. Using this unique search analysis software gives our clients a significant competitive advantage in search engine optimization and search engine- and affiliate marketing. XOVI collects, analyses, and presents all the relevant data necessary for successful online marketing. Maximising traffic through search engines, finding and employing the most valuable keywords, and building a reliable affiliate network are all made possible with XOVI.

    YuMe is a provider of digital video brand advertising solutions across a wide range of Internet-connected devices.

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    What You Should Know About Demand Side Platforms

    DSP software acts as a central hub to manage all the data related to advertising campaigns. To be efficient, advertising teams need to target the right audience, at the right time, on the right channel. Since many companies compete to get their ads on the same channels, they have to bid on impressions to ensure they can reach their goals.

    While DSP software helps companies with all media-buying activities, it is also important to have personnel with advanced expertise in this field or work with external consultants or agencies.

    Key Benefits of Demand Side Platforms

    • Accelerate the process of buying online advertisements through direct interaction with web publishers.
    • Reduce spending on impressions that are not part of your target audience.
    • Gain transparency in the advertisements you purchase by knowing the demographics of every impression.
    • Increase ad conversion rates by putting ads in front of people who are more likely to click your ads, in turn increasing the return on ad spend (ROAS).
    • Keep an eye on campaign performance by tracking views, impressions, and conversions.
    • Increase sales and brand recognition.

    Why Use Demand Side Platforms?

    The advent of new technologies like the cloud, social media, and mobile completely changed the way advertisers target consumers. Some of the challenges advertisers face nowadays that can be addressed by DSP software are:

    Omnichannel – Omnichannel is both a challenge and an opportunity for media companies. On the bright side, they now have more options than ever to target audiences, but this also makes it harder for them to find the right audience segments and promote content on their preferred channels. Companies cannot afford to invest in advertising on all possible channels and need to focus on the ones that are the most efficient.

    Real-time tracking – Real-time performance tracking is critical to determining what content works on which channels. It also helps companies adjust their campaigns to make them more efficient or cancel advertising that is costly and brings little or no revenue. Since companies invest a lot of time and money in advertising, it is difficult for them to cancel campaigns even when they don’t seem to be very successful. Real-time data is therefore essential to determining when campaigns can be considered successful; it also enables companies to quickly react to any changes that may jeopardize their advertising efforts.

    Brand safety — Brand safety is more challenging than ever, mostly due to technologies like social media which can disseminate information extremely quickly. Individuals and institutions also scrutinize brands, and it is very common that controversial advertising becomes viral and has a negative impact on the brand. The challenge with brand safety is that advertising content can be shared outside of the channels used by the company, which makes it almost impossible to retract.

    Who Uses Demand Side Platforms?

    DSP software is used by advertisers employed by a company to help with its advertising strategy or agencies that manage advertising activities on behalf of the customer.

    Marketing departments — Advertising teams or departments use DSP software to create advertising campaigns and implement them to target or retarget different types of audiences. They also need to track the performance of each advertising campaign and address any issues that may impact their performance.

    Ad agencies — Advertising agencies use DSP software to implement strategies defined with the customer. Agencies usually manage most advertising activities but may also collaborate with customers on some operations. They also provide customers with reports on the performance and costs of advertising campaigns.

    DSP Software Features

    Campaign Management — Omnichannel campaign management is used to target audiences across multiple channels, from traditional media such as TV and newspapers, to online and social media channels.

    Ad retargeting — Retargeting allows companies to reuse media assets for new campaigns and to target different audiences without starting from scratch.

    Buy management — Manage different types of programmatic buys such as preferred deal, programmatic guaranteed, or private marketplace.

    Ad Variety — Provide different types of advertising such as native ads and mobile or cross-device promotions to target broader audiences.

    Audience segmentation — Audience segmentation allows media companies to choose whom to target based on multiple types of criteria (demographics, technology platforms used, etc.).

    Asset management — Manage creative assets to allocate them to each campaign, based on the audience and its characteristics such as region, language, age, and so on.

    Bidding — Bidding allows companies to acquire advertising inventory or impressions that are used to place ads on various channels. DSP software usually provides access to multiple sources of inventory.

    Reporting — Reporting and analytics to track key performance indicators such as effective cost per click (eCPC), and effective cost per action (eCPA).

    Additional DSP Features

    Marketplaces – Marketplaces provide access to directories of publishers that companies can advertise with. Publishers are validated by the DSP vendor, and the deals they offer are tested and pre-negotiated.

    APIs — APIs simplify integration between DSP software and other solutions such as SSP and back-office. While some vendors have partnerships to provide tighter integration with other software, APIs allow more flexibility to choose any software provider, regardless of its relationship with the DSP vendor.

    Potential Issues with Demand Side Platforms

    DSP software can be complicated and expensive to implement and maintain. The structure of this type of software can vary from one vendor to another, as well as the way products are sold. Furthermore, vendors provide services to increase DSP adoption and integrations with other software solutions, which can make their offerings even more complicated.

    Software and Services Related to Demand Side Platforms

    Advertising strategy consulting helps companies better plan and implement advertising campaigns. This type of service is particularly important to companies that do not have the internal expertise to define and manage advertising strategies.