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Demand Side Platform (DSP) Software
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OrbitSoft Ad Server
OrbitSoft Ad Server
With over 20 years of software technology experience, Orbitsoft has created a wide range of advertising solutions. OrbitSoft Ad Server allows companies to manage their advertising solutions on websites and in applications. The sca...Read more about OrbitSoft Ad Server
Scibids
Scibids
Scibids is a cloud-based programmatic advertising solution designed to help businesses streamline campaign analysis and optimization processes using artificial intelligence (AI) technology and machine learning capabilities. Profes...Read more about Scibids
Criteo
Criteo
Finding the right partner is no easy feat. But doing so is crucial for delivering performance, and ultimately driving profitable sales for you. So why should you choose Criteo? • Criteo has one of the world’s largest sets of sh...Read more about Criteo
Simpli.fi
Simpli.fi
Simpli.fi is a cloud-based digital advertising solution that helps marketing agencies streamline and manage programmatic advertising through targeted campaigns. Professionals can generate customizable ad-hoc reports and schedule t...Read more about Simpli.fi
Google Marketing Platform
Google Marketing Platform
Google Marketing Platform is a cloud-based software provider that helps industries get an overview of customer needs and demands. Designed for enterprises of all sizes, the product provides solutions to marketers and advertising a...Read more about Google Marketing Platform
Choozle
Choozle
Choozle is a cloud-based digital marketing and advertising software which helps advertisers, marketers and publishers with a unified platform for all sales and campaign activities. It helps in building and launching real time data...Read more about Choozle
theTradeDesk
theTradeDesk
theTradeDesk is a data management platform that helps businesses streamline operations related to native advertisement management, audience mapping, campaign performance tracking and more on a centralized platform. The cross-devic...Read more about theTradeDesk
MediaMath
MediaMath
MediaMath is a cloud-based solution that helps businesses manage operations related to marketing, audience segmentation, digital advertising and more on a unified portal. The built-in terminalone platform enables organizations to ...Read more about MediaMath
Amobee
Amobee
Amobee is a cloud-based data management platform (DMP) designed to help broadcasters, agencies and brands discover, plan, activate, optimize and analyze marketing operations across various advertising channels. It includes researc...Read more about Amobee
SmartyAds DSP
SmartyAds DSP
SmartyAds DSP is a cloud-based demand-side platform, which helps advertising agencies manage ad purchases and run targeted campaigns. It lets marketers build ad campaigns based on location, time, browser type, operating system (OS...Read more about SmartyAds DSP
RhythmOne
RhythmOne
RhythmOne is an advertising platform that helps brands and marketing agencies distribute and display advertisements across multiple screens. It enables businesses to streamline programmatic advertising operations, manage bids and ...Read more about RhythmOne
Amazon DSP
Amazon DSP
Amazon DSP is a demand-side platform designed to help advertising agencies purchase video and audio ads and display them across Amazon websites and mobile applications. Administrators can gain visibility across audience engagement...Read more about Amazon DSP
NT Programmatic Platform
NT Programmatic Platform
NT Programmatic Platform is a cloud-based demand-side platform (DSP) designed to help marketing agencies place display advertisements, collect and analyze data and perform ad optimization in real-time. Features include media plann...Read more about NT Programmatic Platform
StackAdapt
StackAdapt
StackAdapt is a display advertising platform, which helps businesses in healthcare, finance, retail and other industries create, plan and execute marketing campaigns. Administrators can gain visibility into audiences, contextual i...Read more about StackAdapt
AdButler
AdButler
AdButler is an ad server solution designed to help businesses manage, target and track advertisements in multiple formats. Agencies can add logos and Secure Sockets Layer (SSL) domains to customize the platform according to brand ...Read more about AdButler
Platform.io
Platform.io
Platform.io is a demand-side platform (DSP), which helps businesses manage advertising campaigns in real-time. Its white-labeling capabilities allow agencies to customize or redesign the user interface with logos, icons, JavaScrip...Read more about Platform.io
Epom
Epom
Epom is an ad server platform that helps businesses manage advertisements across multiple channels and run marketing campaigns. The application enables marketers to access advertisement inventories, engage with target audiences, a...Read more about Epom
Demandbase One
Demandbase One
Demandbase ABM Platform is an end-to-end account-based marketing platform that allows users to discover and manage target audiences. Key features include centralized command and control, target audience defining, account-based mar...Read more about Demandbase One
AdCritter
AdCritter
AdCritter is a cloud-based marketing solution that helps small to large enterprises manage programmatic advertising through targeted campaigns. Users can create location-based campaigns for specific demographic profiles/audience u...Read more about AdCritter
N.Rich
N.Rich
N.Rich is a company established in Helsinki, Finland in 2016. It offers an ABM advertising platform that enables the display channel for B2B companies. You can use it to segment your target account list and deliver personalised ad...Read more about N.Rich
Popular Demand Side Platform (DSP) Comparisons
Buyers Guide
Last Updated: November 17, 2021The digital advertising field is growing continuously, and with advances in advertising technology, demand side platforms (DSPs) are becoming popular among advertising businesses.
A demand side platform is a software solution advertisers use to purchase online ad space from digital marketplaces or digital advertising exchanges where publishers post readily available ad inventory slots. With features such as programmatic advertising, DSP software allows advertisers to automate the process of buying ads across bidding networks.
DSPs are primarily managed by advertising agencies or in-house marketing teams that are proficient in real-time advertising.
In this buyers guide, we’ll cover the basics of DSP software so you can make an informed software purchase for your business.
Here’s what we'll cover:
- What is a demand side platform?
- Common features of a demand side platform
- What type of buyer are you?
- Benefits of a demand side platform
- Key considerations
What is a demand side platform?
A demand side platform is a software solution advertising companies use to buy online ad space from an ad exchange or directory where publishers list available inventory. DSP tools allow media buyers to participate in auctions and offer data tools to make the most effective use of bidding and targeting options.
Modern DSPs can not only connect advertisers to ad exchanges but also enable cross-channel media buying for platforms such as Facebook, Instagram, LinkedIn, and Google Search. They can also combine cross-channel ad campaigns into a single user interface.
Campaign manager in Amazon DSP (Source)Common features of a demand side platform
Most DSP software products have the following features in common:
| Audience targeting | Identify your target audience based on specific criteria, and customize your marketing efforts to gain their attention. |
| Campaign management | Plan, track, and execute all the elements of a marketing initiative to complete a specific goal such as business promotion or a product launch. |
| Ad inventory management | Manage your advertising inventory, including the amount of ad space and number of ads available for sale. The more the ad inventory, the more publishers can sell. |
| Analytics/ROI tracking | Monitor conversion rates and analyze the effectiveness and profitability of your purchased ads. |
| Bidding strategies | Automate the process of bidding on online ad inventories from various publishers. You can bid on social media ads, search ads, and mobile ads, among others. |
| Budget management | Plan the budget for running marketing campaigns, purchasing ad space, and bidding on publishers’ inventories, among others. |
| Customer segmentation | Segment customers or target audiences based on common characteristics such as gender, interests, buying habits, and demographics. |
| AI/machine learning | Use intelligent automation via AI/machine learning to continuously monitor publishers’ inventories for placing bids and purchasing ad space in real time. |
What type of buyer are you?
Most DSP software buyers belong to one of the following categories:
- Marketing departments: These buyers include in-house marketing teams that need highly specialized applications to create and run advertising campaigns for their target audiences. Marketing departments should look for demand side platforms that allow them to track ad effectiveness in terms of viewability, impressions, clicks, and ad spend.
- Advertising agencies: These buyers include ad agencies that advertise on behalf of their customers. They help customers design the advertising strategy, choose an effective audience, and resolve any performance issues that may arise. The demand side ad platform they select should have a reporting module to offer regular cost and performance evaluation to their customers.
Benefits of a demand side platform
Implementing a DSP solution has various benefits, including:
- Task automation: DSP software automates the various processes involved in ascertaining ads, such as downloading reports, copying and pasting inventory data, and retargeting audiences. By doing so, it helps streamline day-to-day optimization processes. Such tools also assist in evaluating which traffic sources (direct, referral, or search) are performing the best.
- Improved targeting: The audience targeting feature of DSP software allows you to target a specific type of audience based on criteria such as the device used, demographics, buying habits, and geotargeting. These criteria, combined with data management platforms, then assist in effective end-user product targeting.
- Better brand integrity: DSP software allows ad buyers to choose the source of impressions and refuse any content that may harm their brand’s image. When setting ad targets, the software lets a media buyer reject certain websites, decide the placement of ads online, and choose what not to advertise, among other options, to help ensure better brand integrity.
Key considerations:
Here are a few key considerations to keep in mind when purchasing DSP software:
- Integration: Evaluate your advertising requirements to understand which software features your team needs. Some DSP tools integrate with only local publishers, while others partner with global ad exchanges. Also, ensure the software supports multiple ad formats, including social media ads, pop ads, push ads, search ads, and redirects.
- Customer support: Even in the most user-friendly DSP tools, it’s not uncommon to face some technical difficulty. If you don’t have a trained IT team to handle issues that may arise while using the software, be sure to evaluate the training and support services the vendor offers, before making an actual investment. The support options may include 24/7 live chat, online case submissions, webinars, or in-person training.
Note: The application selected in this guide is an example to show a feature in context and is not intended as an endorsement or a recommendation. It has been taken from sources believed to be reliable at the time of publication.