DSPs or demand side platform companies are a key element in the digital marketing machinery. It is a powerful tool that helps advertisers optimize their campaigns.
Through DSP, advertisers can buy ad impressions on websites, mobile apps, and other platforms. This helps a brand get quality traffic quickly. Thus, they can achieve their marketing goals faster.
Demand-side platforms have evolved. They have developed according to the digital advertising market’s needs. Hence, in 2021 they are offering new functionalities and features.
Thanks to DSPs, advertising companies have access to a variety of marketing formats and possibilities. Some of these include refined targeting, enhanced security, reporting features, and intuitive interfaces.
These are key characteristics of a successful advertising campaign in the 21st century. Demand-side platform companies offer these features. Hence, this article intends to list the most important DSPs available today.
Demand side platform companies: what are they?
Demand-side platforms (DSPs) are web-based platforms. They are a part of the Programmatic Advertising Ecosystem and are integrated with ad exchanges and other sources.
Thus, advertising companies find in DSPs a vast inventory of digital ads. They can buy reliable and cost-effective ads through real-time auctions. “Real-time bidding” (RTB) is the process through which ads are purchased.
Instead of pushing ads into an unknown audience (as with GoogleAds) through a DPS, they can be sent to a qualified network. This network is formed by publishers distributed across different channels. These can be TV or radio programs and platforms such as Hulu or Netflix.
Thus, advertisers bet on different ads and optimization options. They can bid on videos, banners, native ads, animated ads etc. They can also optimize their campaigns through eCPC (effective cost per click) or eCPM (effective cost per mile).
By betting on eCPC, the advertiser is betting on its campaign performance according to the number of people that click on the ad. With the CPM approach, advertisers pay for every thousand impressions resulting from the ad. Choosing either option will depend on the product, campaign goals, etc. CPC might be a good option if the goal is to sell specific products, such as cosmetics, clothes, accessories, or electro domestics. If the goal is to bring quality traffic to a website to sell advertisements, then the second option is the best one.
Demand-side platform companies offer an effective solution. Marketers can see their campaign’s impressions and analyze the results. They can control how much to invest and in which exchanges. Also, it is possible to bid in real-time, track performance, optimize results, and manage multiple ads.
Programmatic advertising: what is it, and what is it for?
Programmatic advertising is the process through which a marketing space is bought or sold. Its scenario is the Demand-Side Platform (DSP).
The process is carried out automatically. It allows advertisers to sell and buy marketing spaces with little human interaction. This optimizes costs and time and helps reach multiple channels.
Programmatic advertising is present in many areas of people’s lives. In some cases, without them even realizing it. This process is present when someone watches a YouTube video or navigates a web page or a news site.
The first step to use this tool is to select the targeted audience on a demand-side platform. Then, AI places the bids. Real-time bidding happens in the seconds it takes to load a page. When the page is fully loaded, the rendered version will display the ad that won the bid.
Thus, the advertiser can reach various advertising tools and environments. These include videos, social media ads, television programs, and mobile phones.
For a person to succeed in programmatic ad campaigns, it is vital to understand how this process works. Next, there is a basic description of the programmatic advertising process.
Programmatic advertising step by step:
Step 1: A user enters a website.
Step 2: The user’s and website’s information is sent to an ad exchange platform.
Step 3: The information is matched against advertisers. Real-time bidding takes place in a few milliseconds.
Step 4: The ad from the winning bidder is displayed on the site.
Step 5: Engagement happens and possibly creates a lead.
Top Demand Side Platform companies
AcuityAds
AcuityAds facilitates real-time bidding and provides special targeting options. Its headquarters are in Toronto, but it has satellites in many cities. These include New York, San Francisco, Los Angeles, and Dallas.
With AcuityAds, brands have access to a comprehensive solution for their marketing needs. They can advertise through various screens and formats, thus reaching a wider Share of Attention. Advertisers and agencies can accompany customers throughout their purchase journey.
Through a programmatic platform, marketers can buy campaigns in different formats: Display, Social, Video, and Mobile. This platform runs on machine learning technology. It has partnered with Adobe and offers Adobe Audience Manager as a DMP.
It’s no coincidence that AcuityAds was chosen as the fastest-growing tech company in the US.
SmartyAds DSP
With SmartyAds DSP, agencies can run display, video, native, and in-app advertisements. They can run their campaigns on desktop and mobile devices.
This option covers all of today’s digital marketing needs. It is more than an advertising platform; it is an ecosystem. Marketers can find powerful ad creation tools, wide targeting options, and robust analytics reports.
The ecosystem consists of an ad exchange, a demand-side platform (DSP), a Supply-Side Platform (SSP), and a Data Management Platform (DMP).
As one of the best DSP companies, Smarty Ads offers extensive solutions for digital marketing.
Adobe Advertising Cloud DSP
This platform is designed to create all types of TV campaigns. It includes cross-channel and cross-screen integrations to reach a wider audience. This feature also helps target users through different devices.
Adobe Advertising Cloud DSP is well integrated with Adobe Analytics. Thus, marketers can analyze results for better campaign optimization.
Thanks to this platform’s broad reach, advertisers have access to more than 50 TV broadcasters. This, along with the Adobe Analytics integration, helps target customers beyond devices and cookies.
Beeswax
Beeswax allows marketers to run their own cloud-based bidder. This technology bids on different ads and marketing channels automatically. It takes part in the bidding process taking place while the page is loading.
This demand-side platform offers convenient pricing options. Smaller agencies pay a percentage of their bids, while larger companies pay a flat fee. Hence, it is an excellent choice for small-budget projects.
Epom
Epom brings many options to the world of digital advertising. It offers marketers the possibility to run their own demand-side platform companies. It includes integrations with 36+SSPs and servers in over 36 countries.
Thanks to Epom, all advertising projects can use demand-side platform technology. It offers easy access to small advertising companies and large-scale cross-border marketing networks.
Epom includes tools to help achievement. Users can set out their campaign objectives and be whitelisted if they reach them. This creates the ideal environment encouraging users to meet their goals.
Amobee
Amobee is an independent platform offering omnichannel solutions. With Amobee, marketers can use interactive advertisements across different channels. They can advertise on Facebook, Snapchat, Instagram, and Twitter.
It has wide targeting capabilities and extensive features. It allows users to program cross-channel campaigns and reach a wider audience.
Although the retargeting features could be improved, Amobee offers an excellent solution for digital advertising. With this DSP, agencies can advertise on the most popular social media platforms. Marketers can optimize their marketing efforts by targeting users through different channels.
Criteo
Criteo is one of the best demand-side platforms. Around 18,000 advertisers use it around the world, and it serves over 1.2 billion ads a year. Marketers choose Criteo because it offers powerful video capabilities with desktop, mobile, and tablet options.
It also helps brands reach their audience by displaying interactive banners. The system generates banners based on the user’s browsing habits.
Brands and advertisers can use Criteo to launch CPM- and CPC-based campaigns. It offers unique features such as the “Criteo Dynamic Retargeting” service and the “Criteo Direct” tool.
Criteo is an excellent option for marketers to engage with their audience.
Applift
With Applift, brands can reengage with quality users. Its platform, DataLift allows marketers to reach one billion users through automated sources.
This demand-side platform allows advertisers to increase their returns. It provides access to marketing space across all the conversion funnels to optimize results. It uses first and third-party data and works with major companies, including Glu Mobile, Zynga, and Nexon.
Adelphic
Adelphic is the best option for brands who want meaningful engagement with their audience. It provides a self-serve solution for advertisers and agencies.
Marketers can create effective cross-channel campaigns and target their users without cookies. Adelphic targets users through unified IDs across different devices.
Adelphic is known for its innovative ad formats. It uses audio programmatic, digital out of home, and CTV.
Digilant
Digilant is a marketing platform that offers a comprehensive solution. Brands can connect with their audience and design efficient digital marketing trends and strategies.
Advertisers can create self-sufficient campaigns using omnichannel solutions. Its MediaMath platform allows clients to run their own campaigns. This is very convenient for agencies who need to train different marketing teams. With Digilant, advertisers can instruct their team members and carry out a smooth marketing process.
Google Display and Video 360
Google Display and Video 360 is the ultimate advertising tool. This option takes demand-side platform technology to the next level.
This DSP represents the integration of the Audience Center, Campaign Manager, and Studio. Google Display and Video 360 offer the widest inventory reaching more than 800 million sites. The platform works with over 80 non-Google ad exchanges.
It offers native integration with other software, like Google Analytics 360, for a smoother marketing process. Real-time bidding (RTB) is based on intelligent automation for more effective bidding.
Google Display and Video 360 is the best option for companies that want to make their brands globally known.
StackAdapt
StackAdapt facilitates machine learning processes to provide a superb user experience. Marketers have access to many tools like ad buying plans, native advertising management, and cross-device campaigns.
With StackAdapt, companies can grow their brands using multiple channels and formats. They can choose from various ad types like native, audio, display, video, and TV ads.
This demand-side platform is based on three basic pillars: 1) planning, 2) executing, and 3) analyzing.
Facebook Ads Manager
In 2016, Facebook intended to release “Atlas,” a demand-side platform. But, they encountered challenges on data privacy and decided to hold off the release.
This turned out well for the social media giant. Now, they provide their own platform and ad spaces in a new Programmatic Marketing approach. This means Facebook offers its own inventory.
Using Facebook Ads manager, brands can advertise on Facebook and Instagram. Thus, they reach wide audiences with endless segmentation possibilities. It works the same as all demand-side platforms but offers its own marketing space.
Marketers can create campaigns, segment audiences, track results, and choose their budgets from their desktop or mobile app. It provides all the necessary tools for successful campaign performance.
A billion people make up the Facebook database of active users. Thanks to this, advertisers can reach a wide and thoroughly targeted audience.
Centro
Centro is a self-serve platform that allows marketers to buy ad spaces in real-time. It is the largest DSP based on Saas.
With this option, marketers can buy various ad formats and over 2,000 private deals. It boasts traffic safety features and protection mechanisms. Since it works with the CPM model, it is a great option for agencies looking to promote a brand.
Centro works well for those who want to avoid auctions. With this DSP, it is possible to buy inventory directly.
Thanks to these features, Centro is #1 on the G2 ranking. Centro focuses on specific niches like sports, finances, vehicles, and science and education.
Rocket Fuel
This is an AI-based demand-side platform that offers a thorough data analysis. The system calculates various parameters to estimate bidding amounts. It even considers many factors like weather, geography, visitor frequency, timing, etc.
This self-service DSP encourages marketers to manage their own campaigns. The AI system is helpful for both the marketer and the customer. Advertisers can optimize their marketing efforts thanks to the system’s predictions. Likewise, consumers find online advertising that matches their tastes and needs at the time.
Rocket Fuel also has a DMP (Data Management Platform) where advertisers can sell their collected information.
This DSP is committed to offering a people-based online advertising platform. Rocket Fuel’s AI system puts the right ad in front of the right person at the right time.
Simpli.fi
Simpli.fi has developed its own platforms. It offers SSP, DSP, DMP, and various data management technologies. Agencies can buy ad inventory on many exchanges, thus diversifying their budget.
It offers an excellent reporting solution with more than 60 report templates available. Advertisers can schedule and customize reports for a unique marketing experience.
Simpli.fi is an outstanding targeting tool. Brands can find their audiences using various filters like browser, intent-based data, device information, and geography.
Campaigns can be optimized through various tools. Some of these include frequency capping, IP information, and contextual keywords. A company can find its customers with look-alike and search-alike models.
With this DSP, it is possible to optimize campaigns by importing CRM data. Thanks to its many features, Simpli.fi is one of the best demand-side platforms available.
Xandr Invest
Xandr Invest was created in 2018 by AT&T. This platform focuses mainly on programmatic TV and inventory, including OTT and CTV. It boasts strong possibilities with desktop and mobile video ads.
This is one of the demand-side platforms that has it all: strong analytics capabilities, unique inventory, and precise targeting. With Xandr Invest, it is possible to reach 85% of Smart TV households.
It provides high-quality traffic and works with the most reputable publishing companies. They use their own database for audience segmentation.
Xander Invest is one of the top demand-side platforms in the market because it guides advertisers in every step of the marketing process.
Basis
Basis is an omnichannel DSP that provides a fast and reliable advertising solution. It provides an ideal platform to buy ad space across multiple channels and formats. It has its own marketplace of exclusive inventory, offering over 2,000 deals.
Everyone in the digital marketing business knows that safety is key. Basis’s managers are aware of this and, hence, partnered with the best safety providers in the industry. Fraudulent activity is constantly monitored and instantly blocked.
Basis is a user-friendly marketing platform with top security features. Its creators have made connections with the most reputable publishers over the past 15 years. Thus, Basis provides a top-quality demand-side platform.
MediaMath
MediaMath has partnered with thousands of developers and agencies. Thus, they can offer superb online advertising services and an outstanding marketing platform. It is owned mostly by employees and was created in 2007.
Online advertising has many pros and cons. One major disadvantage is that marketers cannot know in advance where the ad will be shown. Nor what ad will be displayed next to it.
MediaMath offers a solution to this problem. It guarantees brand safety by publishing ads only in a reputable environment. If one of the ads should be displayed next to offensive content, MediaMath offers marketers a refund.
A team of experts is available to provide support for marketers. Also, MediaMath offers a transparent platform with many customization options.
BidMind
BidMind helps brands and agencies launch and optimize performance-driven ad campaigns and introduce their products to relevant audiences. It is an omnichannel programmatic advertising platform, that offers a suite of industry-leading targeting capabilities up to hyperlocal, demographic, and cross-device parameters to enable incremental reach.
BidMind cooperates with some of the world’s leading brands to support their programmatic buying and offers a wide range of supply sources including audio, in-app, CTV, and SSPs.
The company is popular among advertisers and publishers thanks to its white label solution, audience extension technology, first party and third party cross-environment data analysis, targeting, and measurement.
BidMind holds integrated DMPs, including LiveRamp, Adstra, and TruAudience. It supports media-buying UI, cross-device targeting, and real-time reporting, using an omnichannel approach.
Adform
Adform is an advanced digital advertising platform created in 2002. Built in Denmark, Adform now offers marketing solutions for agencies and brands.
This option helps marketers earn the best profit from their campaigns. The marketing process is easy to manage, thanks to its many perks. Automatic optimization and quick campaign approval are some of its most attractive tools.
With Adform, agencies can get top-quality traffic from various environments. It finds potential customers through tablets, desktops, and mobile devices.
The automatic optimization and bidding adjustments help agencies reach more people across different channels. Yet heavy traffic is not enough to make a brand successful. The secret is maintaining it. Adform ensures a stable traffic flow thanks to its reputable tech partners and vendors and RTB connection.
Amazon (AAP)
Being one of the digital era’s giants, Amazon could not be left out of the digital marketing race. Amazon Advertising Platform (AAP) is a powerful DSP tool. Thanks to this software, marketers can track the shopping behavior of Amazon’s users across many markets.
It is possible to track customer’s behavior in real-time. This helps create precise campaigns for the right customer and generates quality leads.
Known as the “dark horse” of the ad technology, Amazon has kept many AAP details confidential.
We do know that advertisers can use different formats like display, mobile, and audio ads. They can display their ads not only on Amazon but also on other platforms.
AdRoll
AdRoll helps to optimize marketing campaigns by reaching the right people at the right time. It uses over 37,000 brands and unifies different data and channels.
The app allows retargeting audiences through important platforms like Facebook or Twitter. Thus, they can understand a user’s behavior. They analyze a person’s activity like completed actions, viewed products, liked posts, etc.
In order to optimize marketing efforts, it is necessary to understand the sales funnel, e.g., the path a person takes before placing an order. AdRoll includes many tools for this purpose. Advertisers can use A/B testing, communication management, reporting features, and graphics.
The trade desk
With the trade desk, advertisers can launch campaigns on many devices. These include cord-cutting CTV.
This is a self-serve platform with more than 200 partners. Among those partners, we can find some of the most visited platforms: Disney, Hulu, Fox, Spotify, and ESPN.
The trade desk works for both experts and newbies, offering the main features of good demand-side platform companies. Advertisers can access RTB, multiple channels, data management, and powerful analytics features.
This option stands out from other DSPs thanks to its variety of options. It offers RTB, PMP, and direct ad purchasing. It includes excellent customer support to help advertisers make the best of their campaigns.
LiveRamp
LiveRamp has an identity resolution service that ties information to real customers. Thus, advertisers can run people-based campaigns on different platforms. Owned by Acxion, this DSP offers a comprehensive solution for omnichannel advertising.
LiveRamp works in many markets, offering superb advertising services. It allows customers to connect with services, products, and brands in a safe environment. It is one of the leaders in data and privacy protection.
Choozle
With Choozle, agencies can promote their services through powerful ads. It allows diverse formats such as display, mobile, and video. Thanks to its detailed database, this DSP brings maximum campaign optimization.
Choozle uses the consumer’s data to empower campaigns and helps get the best ROI possible. It is a powerful targeting tool that analyzes various parameters. This includes location, interests, behavior, and social information. Thanks to this, advertisers can optimize their ads and manage conversions effectively.
Choozle is the perfect option for beginners as it offers training resources. New players in the advertising industry can learn in the field with Choozle’s many tools.
FAQs about demand side platform companies
1. What is a demand side platform (DSP) company and what do they do?
A DSP is a platform that marketers use to buy and manage digital advertising inventory from various ad networks, publishers, and exchanges.
DSP firms give advertisers access to a big pool of ad inventory and employ cutting-edge algorithms to assist in helping them connect with their target consumers at the ideal time and location while optimizing their ad expenditure.
2. How do DSP companies help advertisers reach their target audiences?
DSP businesses identify and target particular audiences based on variables including age, gender, interests, and previous behavior using a variety of data sources, including cookies, device IDs, location data, and browsing behavior.
DSPs may quickly and intelligently decide which ads to display to which audiences by analyzing these data points in real-time, resulting in more precise targeting.
3. What are some of the benefits of using a DSP for advertising campaigns?
DSPs provide marketers with a number of benefits, such as improved targeting, higher efficiency, and increased transparency in ad placement. They also enable real-time budget allocation and bidding, which enables marketers to maximize ROI and more precisely monitor campaign effectiveness.
4. What is the difference between a DSP and a supply side platform (SSP)?
Publishers use SSPs to sell their ad inventory, whereas advertisers use DSPs to buy ad inventory. While DSPs enable advertisers to purchase that inventory in real-time, SSPs make it simple for publishers to manage their inventory, establish prices, and communicate with potential customers.
5. What data sources do DSP companies use to target audiences?
DSPs leverage a range of data sources, such as first-party data from advertisers, third-party data from data providers, and contextual data depending on the content of the website or app where the advertisement will be displayed, to target audiences.
6. How do DSP companies optimize ad campaigns for maximum effectiveness?
DSPs analyze and learn from ad performance data in real-time using algorithms and machine learning, adjusting bids, targeting, and ad creatives to maximize campaign performance. In order to find trends and insights that can guide future campaigns, they also employ data analysis.
7. Can DSPs be used for both display and video advertising?
Indeed, both display and video advertising may be done with DSPs. They provide advertisers with a solitary platform to control their ad campaigns across numerous platforms, including as mobile, desktop, video, and social media.
8. How do DSP companies measure the success of ad campaigns?
DSPs employ a variety of indicators, such as click-through rates (CTR), conversion rates, and return on ad spend, to assess the effectiveness of advertising campaigns (ROAS).
Additionally, they provide thorough analytics and reporting, enabling marketers to monitor the effectiveness of their ads in real-time and plan their subsequent campaigns with confidence.
9. Are there any risks or downsides to using a DSP for advertising?
Ad fraud, which happens when advertisements are shown to automated users or on shady websites, is one potential drawback of using a DSP. A lack of originality in marketing campaigns and an overreliance on specific data points may also result from depending too heavily on data-driven targeting.
10. How do DSP companies ensure brand safety and prevent ad fraud?
Ad verification software, domain whitelists and blacklists, and fraud detection algorithms are just a few of the methods and tools that DSPs use to combat ad fraud and maintain brand safety.
Additionally, they collaborate with outside partners to keep an eye on ad placements and guarantee that they are seen in settings that protect brands.
Ending thoughts on the best demand side platform companies
Demand side platform companies are a key element of a successful business. Today’s audience has access to a variety of information. Hence, brands and businesses wanting to succeed need to optimize their marketing efforts.
DSPs offer a great solution for campaign optimization. These platforms use smart data management, artificial intelligence, and machine learning to provide the best service. Through a demand side platform, agencies can manage campaigns, optimize budgets, segment and target audiences, and analyze results. This can be done in various markets, ad formats, channels, and devices.
This article lists different DSP options. They are all excellent solutions for today’s marketing needs. Since each platform has its pros and cons, advertisers should research and choose the best option.
They must consider their objectives, type of products, audience location, available budget, and time frames. Every successful ad campaign needs careful planning and thorough analytics.
Demand side platforms offer real-time bidding, which allows brands to access the right marketing space. By placing the right ad at the right time, companies can improve their conversion rate. This is, undoubtedly, the future of digital marketing.
If you enjoyed reading this article about demand side platform companies, you should check out this one about cross-device attribution.
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