Self-serve DSPs offer marketers intelligence and efficiency
With digital advertising budgets skyrocketing, marketers are seeking more intelligence and closer participation in managing programmatic campaigns for themselves to ensure the best ROI. Self-serve DSPs allow advertisers to not only access publisher inventory, but also target and track their campaign using a desktop interface. The convenience, ease-of-use and power of a self-serve DSP mean almost anyone with an internet connection can launch a digital ad campaign.
Media inventory has traditionally been purchased by trading desks or direct buying teams in media agencies, who partner with Demand-Side Platform (DSP) providers or adtech firms such as Blis, which couples its DSP with a big data targeting engine. But we have been seeing an increasing demand for self-serve DSPs – self-managed DSP user interfaces that give digital marketers more access to the entire media buying process, and ultimately gain more control over their media inventory. This should enable them to make better purchasing decisions.
Whatever you want, whenever you want
Self-serve DSPs have begun offering marketers and media buyers more campaign flexibility. Rather than relying on a platform partner to set up campaigns and make refinements, marketers can now put together campaigns of all sizes on their own, whenever they want, thereby streamlining the process and reducing back-and-forth communication. Increasingly, many DSPs are merging with Data Management Platforms (DMP) to provide a one-stop solution for data and insight.
Most self-serve platforms have been designed with the user experience in mind, which means that every important element of the campaign can be customised, be it the length of campaign, ad format, creative, bid amount, time of day or other aspects which match the client’s objectives. The ability to manage several campaigns across one single platform gives marketers better oversight over their entire media spend and ad performance.
Test, review, optimise
Experienced media buyers and digital marketers understand the importance of campaign testing and optimisation to ensure results are worth the investment. No campaign is the same and reception can differ based on audience preferences and behaviour, the time of the year and the time of day, design visuals and more.
With self-serve DSPs, marketers are able to test a variety of campaigns to identify the most effective digital ads at the best value for money. These platforms have made it simpler to try out different sizes for creative, ad formats, target demographics, locations and times of day. This intelligence can then be leveraged to optimise campaigns for larger scale ad rollouts.
Analytics at your fingertips
One of the biggest draws of self-serve DSPs lies in the ability to access real-time campaign data and performance metrics to gauge campaign progress and success. Marketers are able to access the platform on their own throughout the day to make any campaign tweaks, or extract data for analysis.
Most self-serve platforms offer the most important metrics, including impressions, click-through rates and others, which are important to ensure campaign success. Agency partners managing DSPs have often been responsible for this process, generally sharing analytics once a day unless otherwise requested. Marketers are now able to so as frequently as they like without external help.
Many self-serve DSPs have today been created for the wider marketing audience in terms of usability, and agency partners often provide support throughout the campaign. For marketers seeking more control, flexibility and insight to their campaigns, self-serve DSPs are an option worth considering, especially when more is required of digital marketers throughout the campaign lifecycle.
If you would like to find out more about running your campaigns across a self-serve DSP, talk to Blis. Contact your account manager or email us at firstname.lastname@example.org.
Tags: advertising, digital, DSP, Marketing, programmatic, self serve