Automating processes and streamlining operations is critical to the multidimensional and speedy mobile ecosystem.
Programmatic solutions can address the challenges and allow marketers to target consumers in different categories. The potentials of programmatic advertising allow marketers to reach out to smartphone users through interactive, relevant, and timely ads. Now, what are mobile ads?
Simply put, this ad type encompasses a banner, video, native ad, rich media, and text, to mention a few. This type of marketing offers different choices to advertisers, app developers, in-app marketers, and app publishers.
The in-app marketplace remains ever-booming with the enhanced opportunities of maximizing inventories for mobile ad revenue campaigns. In today’s epoch, the abilities of machines can surpass human proficiencies in direct sales. Thus, purchasing & selling ads happen speedily. So, what’s the use of a mobile DSP?
An Introduction to the Mobile Demand-Side Platform: A Perspective
The mobile demand-side platform, or DSP, is not the only standalone entity. So, it’s any robust demand-side platform’s independent part. The mobile ecosystem is not similar to the desktop. But does that mean it needs a separate platform for programmatic media purchasing?
In the fragmented digital ad universe, the difference between desktop & mobile may contribute to several confusions. Thus, the mobile demand-side platform gets integrated into the solution. In short, it’s the SaaS software platform used by purchasers of mobile media to buy mobile ad space.
What it does is allows managing several supply-side platforms, ad networks, and ad exchanges through a mediated interface. One must connect it to different ad networks, SSPs, and ad exchanges with different inventory available through the single interface. Such a mobile ad platform must offer ads with access to real-time bidding, private marketplaces, and connected deals.
Self-Serve vs Full Service DSPs: Which DSP Type Do You Want to Choose?
Want to manage the campaign all by yourself, or need assistance? Smartphone advertisers might opt for
self-serve DSPs & customize campaign settings, targeting, bidding, and budgeting options. Alternatively, they might choose full-service ones with an assigned account manager advising on that campaign and optimizing it. In short, there are two types of smartphone DSPs:
Self-serve is when the advertiser running the ad campaigns does not need help from third-party entities. They can manage, conduct, and execute the whole process. Besides, they, alongside their team, can manage bidding, execution, and creation.
Full-service DSPs are like ad agencies or performance marketers. They offer campaign managerial services for the advertiser. The managers are professionals in developing ad tactics, budgeting, and even targeting parameters.
Features to Look for in Mobile DSPs
Amongst the most sought-after mobile ad trends, smartphone DSPs is one of them. So, below are the multiple features of the DSP mobile platform to look for.
#1 A Combination of Innovative Technologies
These platforms need to handle processes around operating systems, browsers, mobile devices, apps & locations. The data arriving from different sources needs strong architecture. So, when looking for a DSP, as the vendor about the tech stack employed. Remember, the platform must also accommodate massive data. Ensure the DSP executes different digital advertising campaigns on the web and in-app, plugging into ad exchanges & ad networks. The platform must also reflect details on its interface in real time.
#2 Targeting
Reaching out to prospects is a crucial task in mobile advertising. So, many DSPs use the integrated first or third-party data segment audience & building better algorithms for accurate targeting. For mobiles, targeting includes:
Demographic
Technical (IP, carrier, OS, device type, and more)
Contextual
Geo
Advanced platforms allow GPS targeting, retargeting, Wi-Fi or IP targeting, dayparting, and more. Brand Security The service provider must ensure the premium quality of traffic sources. Besides, it must also provide anti-fraud scanning tools & fake click automation mechanisms. You may also seek information about its viewability parameters that enable tracking impressions seen by real users.
Buying Models
Select the model that can fit your ad campaign objectives. Remember, the common models for mobile ad campaigns must include:
CPC (cost per click)
CPM (cost per mille)
CPA (cost per action)
CPI (cost per install)
CPV (cost per view)
Implementation of Different Inventory
Look for a DSP that supports diverse ad formats. Ensure it allows you to experiment with user
engagement with several elements like:
Video units
Rich media
Interstitial
Native ad placement
Dynamic ads and more
It’s imperative to attain further details on the innovative formats that allow mobile customers to connect to the ad. Also, it should perform actions like:
Touching
Swiping
Expanding
Animating
Tracking and Reporting
Tracking the campaign performance is integral as data offer insightful analysis of how users engage with the ads. So, ensure the platform offers updated reports easily exported in granular sorts. Understand the things that work and the ones that don’t. It helps optimize the digital ad campaign. In addition, it also minimizes budget waste, thereby maximizing ROI. So, you have a clear idea about DSPs and features that enable effective programmatic purchasing in the 21 st -century mobile ecosystem.
