Demand-side platform

A demand-side platform (DSP) is a concept that combines various software solutions for advertisers (or advertising agencies) to automate the process of buying and selling ad impressions in real time. It provides digital advertising inventory with the dashboard, where the advertiser can manage their campaign using by defining the target audience, bid amount, overall budgets, ad format, and other parameters, getting feedback about ad impressions and audience behavior. Much like Paid Search, using DSPs allows users to optimize based on set Key Performance Indicators such as effective cost per click (eCPC), and effective cost per action (eCPA). There are 2 types of DSP: Full-service is a management model in which the planning, launch and optimization of an advertising campaign is carried out by specialists of the DSP platform. Self-service is a management model in which the planning, launch and optimization of an advertising campaign is carried out by specialists of the agency/advertiser. DSP has absorbed the features of the real-time bidding of the previous generation and has brought a lot of new things to the advertising industry: Extremely high speed of operation — DSP allows agencies and advertisers to make transactions in real time; Wide audience targeting opportunities: direct (or vertical) targeting — by socio-demographic, geographical, temporal, behavioral characteristics, interests, etc. and lateral targeting, which identifies target groups for a specific task with dynamically changing criteria during an advertising campaign; Formation of detailed reports on each display, reflecting all the sites involved and the results of their work; Realtime statistics: the campaign progress report is reflected with a delay of only a few seconds, which allows you to quickly reduce the cost of inefficient traffic sources; Interaction with dozens of SSPs offering for sale advertising inventory of networks and independent platforms, which means unprecedented media coverage; The ability to optimize the DSP budget, including automatically.