In this quickly advancing technological world, efficiency is key when trying to meet tight deadlines and optimize advertising spends. On the agency side of the business, we manage multiple client campaigns at once in the digital space, seeking to negotiate low costs per ad unit while also achieving maximum results. Luckily, there are numerous systems and tools that allow digital advertising buyers to manage media campaigns in real-time.
One such tool is a DSP. DSP’s (or demand-side platforms) are software or cloud-based systems that automate the process of buying and selling digital ads. Display banners in various file formats, video, mobile, and even social ads can be purchased and served within a DSP. DSPs contain technology that aggregate ad inventory across multiple publisher sites and ad exchanges, so ad impressions can be available all in one place, like a one-stop buying shop. They also incorporate data exchange layers, which allows endless opportunities to filter the available inventory and strategically target the ad serving. The bidding and buying process within a DSP is automated using a real-time bidding, or auction, environment. These key features of a DSP streamline the digital ad buying process, allow for more dynamic budgeting, and free up considerable agency hours.
Consider these platforms to be a way to centralize, organize and improve all of your display campaigns at once. Using a DSP, impressions are auctioned off in milliseconds rather than negotiated over days or weeks. Performance is optimized as data is received in real-time. Users can scroll through a list of active campaigns and view costs, the number of clicks and conversions that have occurred and adjust the media within minutes. Campaign information can be filtered based on date, location, placement, ad size, or even store location. Reporting also becomes much easier, since the campaign information is stored in one interface and reports can be exported on-demand. DSP platform also have the perk of their own technology support systems, and typically each agency is assigned to a support representative to ensure a seamless user experience.
Launch Agency has successfully launched display campaigns for clients in a variety of industries including Tier 3 automotive, consumer-packaged goods, and retail. Launch uses Centro DSP for programmatic ad buying to manage desktop, mobile, and video campaigns. For more information on how to implement your next display campaign through a DSP, contact Launch Agency.
About the Author: Alexandra Watson is the Digital Director at Launch Agency. She also teaches on digital marketing topics as an Adjunct Professor at Southern Methodist University. In her spare time, she enjoys spending time with her teenage daughters and adding photos to her Pinterest boards.