A DSP is designed for buying display and video ad space in a more targeted, more automated and optimised way.
Traditionally, media planning involves delivering adverts to the media channels that have the most affinity with the target. Thanks to DSPs, we're seeing a shift to ad delivery based on an AUDIENCE PLANNING approach, which involves pushing ads to the right target, irrespective of which media channel the target is in.
It's also a way to buy inventories in real time and via auctions. As with paid search, display and video buying are therefore more "technical", but above all more centralised, pooled and better tracked - and therefore easier to analyse, compare and control.
PURCHASES CONTROL AND OPTIMIZATION
To most effectively guarantee ad space buying, a DSP works with third-party (or integrated) tools that optimise delivery at several levels:
Ad visibility tools are used to measure and analyse the rate of visibility if the banners shown during campaigns. These technologies, which provide controlled and high-quality advertising exposure, have become essential for all media buying stakeholders (publishers, advertisers, agencies, tools, technology, etc.).
The IAB (Interactive Advertising Bureau) has also introduced market standards to harmonise buying and selling criteria and to benchmark the level of visibility of activated campaigns. The IAB standard for display is "50%" of the visible area for 1 second". Neverheless, some advertisers are more demanding and want stricter configurations.
Ad fraud tools have emerged alongside programmatic buying following the rise of unsuitable advertising channels, resulting in contentious practices. These tools are designed to control campaign delivery contexts and identify uncontrolled contexts: click robots, fake websites, advertising spaces that are not relevant and/or not enhancing for advertisers (gaming websites, streaming, adult content, etc.).
Fraudulent delivery of ads on these types of channels loses advertisers millions of dollars every year and can create sizeable image problems.
Brand safety tools are used to deliver ads in an appropriate environment that does not deviate from the brand's values. These tools analyse the URLs of the pages on which the ads are shown, as well as the semantic elements of the pages, to prevent them from being delivered in risky contexts (dramatic news topics, violent content, etc.). Mainly operating on a pre-bid basis, the tools analyse pages and prevent any prebidding on this type of content.
Aside from the pre-bid option, these tools analyse and optimise the categories defined by the IAB as part of OpenRTB protocols to determine whether the delivery framework is appropriate.
Many ad verification solutions cover these first three needs (visibility, anti-fraud and brand safety). The vast majority of these solutions connect to the market's DSPs (Adledge, Integral Ad Science, Meetrics, Adloox, DoubleVerify, Admetrics, Moat, etc.) or provide an integrated DSP such as Sizmek or S4M.
It's also possible to innovate in performance monitoring by customising bidding algorithms. AppNexus was the first to introduce a so-called "bring your own algorithm" function with its AppNexus Programmable Bidder (APB) tool. More recently, Google introduced similar functions with its Custom Algorithm in DV360
Third-party solutions are available and plug in to the DSPs on the market, such as Scibids. This start-up develops tailored algorithms for advertisers and integrates them into their DSP buying platform.
This enables analysis of the different variables of which bidding is comprised in order to find the best buying combinations. Although these technologies have multiple objectives, the main goal is very much to optimise bids for each impression.
This solution is used to optimise and personalise advertising creations in real time depending on the target of the ad. This technology can generate several versions of messages and visual content (predefined) in real time in order to deliver the promise of programmatic most effectively (objective: the right message, at the right time, in the right place!).
This introduction is an extract from the chapter dedicated to Demand Side Platform DSP 2019 (Sutter Mills) ; cliquez ci-dessous pour télécharger la version longue :