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.