A DSP or Demand Side Platform is a web server based software system that allows brands, agencies, app developers that buy advertising inventory from publishers to manage multiple Ad Exchange and Data Exchange accounts through a single unified interface. Essentially, with a DSP advertising solution, advertisers can bid on ads (banners, video, native and other types) and optimize ad performance based on eCPC (stands for effective Cost Per Click) and eCPM (stands for effective Cost Per Mile) Key Performance Indicators.
The value of the best DSP platforms lies in its transparency, the capacity to empower advertisers to manage lots of ads, bid real-time, track and optimize ads performance. With a DSP platform, and a mobile DSP in particular, they can buy mobile ad inventory across a wide range of publishers, through a single interface. Advertisers can see the market rate for every impression they buy, control which exchanges they want to buy across and how much they want to bid.
Demand Side Platform as a part of online advertising system
Source: Mobidea blog
In Q1, 2020 leading US online advertisers spent $763 million combined, with Disney leading the pack – spent at the beginning of this year $245 million, Amazon.com – $80 million and Procter & Gamble – $71 million.
Given the above-mentioned value of DSPs, it’s a small wonder that the digital advertising space is seeing a fierce competition among top players. The following table brings up a picture for the actual demand on the top DSP advertising platforms.
If you ever felt like you couldn’t quite answer yourself a question – what is a DSP, you are not alone. The next table is here to demonstrate the level of confusion among advertisers when it comes to what Demand Side Platform to choose to spend their advertising budget with. As you can see, unfortunately, less than one of four advertisers knows exactly what a DSP is and hence has a hard time choosing the right platform to work with.
Widespread confusion over platforms and their services
Source: AdvertisingPerceptions.com, Bidease
Once we’ve addressed a confusion among advertisers, let’s talk a bit about various kinds of Demand Side Platforms.
Top Mobile DSPs
- HUAWEI Ads - Mobile Marketing Platform tailored for HUAWEI devices
- Bidease - #1 DSP for mobile app marketers
- Adikteev - Data-driven app marketing platform
- RevX - Made for Growth, Built for App Marketers
- InMobi - Driving Real Connections
- Hitapps - Expert in digital advertising and app development since 2017.
- AdColony - The In-App Marketplace for Brands
- Jampp - Unlock new growth
- Smadex - Mobile-first DSP For Transparent Performance (Apps/Branding/VAS)
Mobile DSPs are the next step in the evolution of advertising networks, they are designed to tackle many challenges of mobile advertising. These are include precise targeting and the need to deliver a message that is relevant to users and does not ruin their experience of using a mobile app or visiting a website. Recent advances in technology mean that mobile DSPs, can now track smartphone and tablet models, operating systems, screen size, location and more. The past couple years have seen a huge shift towards mobile programmatic buying, as advertisers begin to reap the rewards of sophisticated targeting and measurement capabilities.
Another special case for demand side platforms is a Video DSP. For the last several years video has been the fastest growing medium for advertising, with companies like Facebook, Google, Twitter, Snapchat, and TikTok are leading the field. This grow led to development of multiple ad formats to meet requirements of both desktop and mobile platforms. Vertical video ads on Snapchat are radically different from pre-roll, mid-roll and post-roll video ads on Google’s YouTube.
How to choose a DSP Advertising platform
Not sure where to start? When choosing a DSP there are some key questions to consider: how many inventory sources does it access? Does that include app and mobile web inventory or both? A larger reach gives you the best chance of finding the most effective impressions. Which third-party data integrations does it offer? What targeting criteria is available? The success of programmatic campaigns depend largely on the strength of data available to target audiences. Finally, how sophisticated are its algorithms? The most effective automatic optimization will win the most bids at the most competitive prices.
To help you to make an informative decision on choosing the right DSP for desktop and mobile ad campaigns, we’ve gone through variety of DSP advertising platforms and picked the best ones for you. So here is the list of Top DSPs for 2020 and their key features.
List of mobile demand side platforms (DSPs) and bidders
| Founded | Employees | |||
|---|---|---|---|---|
| 2014 | 51 - 100 |
We Are RevX Made for growth, built for app marketers. RevX helps app businesses acquire and re-engage users via programmatic advertising to retain and accelerate revenue. We\'re all about taking your app business to a new growth level! We help you build sound mobile strategies, combining programmatic UA, app re-engagement, and performance branding to drive real and verifiable results so you can scale your business: with real users, high retention, and incremental revenue.
Learn more about RevX
| Founded | Employees | Revenues | Social | Traffic |
|---|---|---|---|---|
| 2008 | 400 | $192m+ | 25k | 4m+ |
Founded in 2011, AdColony was created by mobile developers, for mobile developers and has grown into one of the largest mobile advertising and monetization platforms in the world with a reach of more than 1.5 billion users globally. AdColony is known for its exclusive Instant-Play™ HD video, Aurora™ HD Interactive video, and playable technologies, its global performance advertising expertise, its programmatic marketplace, and its extensive ad SDK footprint in the top apps worldwide.
- Mobile platforms: Android, IOS
- Campaign types: CPM
- Ad formats supported: Rich Media, Video
- Targeting: Demographic
- Key markets: US
| Founded | Employees | Revenues | Social | Traffic |
|---|---|---|---|---|
| 2012 | 70 | - | - | - |
Adikteev is the leading app re-engagement platform for performance-driven marketers.
We help the world’s top-spending app publishers increase retention, reacquire churned users and drive incremental revenue. App publishers in gaming, eCommerce, on-demand, services and entertainment rely on us to deliver made-to-measure strategies, creatives and algorithms.
By combining science and creativity, we deliver best-in-class playable and interactive ads paired with top retargeting tech. We believe in creating a unique strategy for each client based on data to provide measurable and transparent results that increase user LTV and fuel business growth.
Adikteev is #10 among Inc. Magazine’s Top 5000 fastest growing companies and ranked in the top retargeting partners of the world for two consecutive years by AppsFlyer Performance Index
| Employees | ||||
|---|---|---|---|---|
| 190.000 |
| Founded | Employees | Revenues | Social | Traffic |
|---|---|---|---|---|
| 2011 | 500-1000 | +100M$ | 1.5k+ | 2.5m+ |
Smadex is the mobile-first programmatic DSP engineered for growth.
We are a technology company led by engineering and data science, focused on uprising the global mobile programmatic landscape through our ad tech solutions.
Using a combination of our own programmatic advertising technology, machine learning, and first-party data, we have over a decade partnering with apps, brands and performance marketers to achieve their growth goals.
We take transparency very seriously. To guarantee our fully transparent platform remains that way, Smadex programmatic partners with the leading third-party platforms to provide innovative solutions and independent measurement at the very core of our service.
Learn more about Smadex
| Founded | Employees | Revenues | Social | Traffic |
|---|---|---|---|---|
| 2017 | 10-50 | - | - | - |
Hitapps focuses on your success as a whole. Perhaps you can manage a small-scale campaign but, if you want to develop an impactful ads campaign, it’s better to let us take over.
- Performance based marketing
- RTB solution
- Apps development and publishing
| Founded | Employees | Revenues | Social | Traffic |
|---|---|---|---|---|
| 2013 | 51-200 | - | - | - |
Jampp unlocks programmatic advertising to drive incremental performance. A demand-side platform (DSP) at heart, Jampp leverages unique contextual and behavioral signals to deliver customers and in-app purchases through programmatic user acquisition and retargeting. We simplify programmatic growth for some of the biggest names in mobile.
- Services: User Acquisition, App retargeting, Lift measurement, Geolocated ads, Dynamic Creative Optimization (DCO), Dynamic Product Ads, Predictive Bidding
- Tagline: Unlock new growth
| Founded | Employees | Social | ||
|---|---|---|---|---|
| 2017 | 11-50 | 3k+ |
Bidease is a mobile DSP platform for mobile marketers. Its built on a foundation of proprietary programmatic advertising technology, Machine Learning, and first party data. Bidease team optimizes campaigns across all major mobile formats for desired post-install behaviors at no risk to its clients’ bottom line.
- Mobile platforms: iOS, Android, Mobile Web
- Campaign types: CPI, CPA, CPM
- Ad formats supported: Banners, Interstitial, Native, Rewarded Video, Video
- Targeting: Carrier, Device, Gender, Geo, Interests, IP, OS
- Key Markets: global
| Founded | Employees | |||
|---|---|---|---|---|
| 2007 | 500+ |
InMobi is the largest independent mobile ad network with global reach in markets including the UK, Europe, US, South Africa and India. InMobi offers advertisers to reach over 1,5 billion mobile users across more than 32,000 mobile properties to choose from. With InMobile mobile ad network, advertisers can launch brand engagement, user acquisition or remarking ad campaigns. Acquisition of a mobile rich media company Sprout allows InMobi to offer premium mobile ads as well as a huge volume of other inventory. Advertisers include leading brands such as Ford and Levis.
- Mobile platforms: Android, iOS, Mobile Web
- Campaign types: CPC, CPI, CPA, CPX, CPM
- Ad formats supported: Banners, Native, Video, Interstitial, In-Game
- Targeting: carrier, channel, country, device, operator, os, time
- Key Markets: Europe, India, Japan, Kenya, South Africa, UK, United States
Splicky is the new Demand Side Platform (DSP) for the mobile channel using proprietary Real-Time Advertising (RTA) technology. Their technology makes it simple to buy mobile ad impressions and clicks within mobile sites and apps – in real-time. Using just one platform, you have immediate access to all global mobile inventory which uses Real-Time Bidding (RTB) technology. Within a matter of minutes, your mobile ad campaigns can be displayed on a Cost Per Impression (CPM) and Cost Per Click (CPC) basis. Our platform allows you to target on individual Mobile Sites and Apps, giving you total control at campaign management-level. Our detailed analysis gives you full insights on campaign performance enabling you to maximize your ROI.
- Easy to use interface with a self-serve platform and real-time analytics
- Worldwide reach across a transparent publisher set
- Wide range of targeting options including Geo+hyper location and support for mobile retargeting
- Range of formats supported including banners, interstitials, rich media & video
