Key Features to Look for in a Self-Serve DSP

Demand-side platforms (DSPs) are very important components of the vast programmatic ecosystem. These technological platforms enable advertisers and media buyers to purchase ad placements simultaneously from myriads of ad exchanges through a single online dashboard.

However, each DSP has its own characteristics and strengths. So, how do you know which option is right for your campaign? To understand this, you first need to discover what kinds of DSPs are there and which features are must-haves in 2024. 

DSPs Have Two Major Purchasing Options:

1. The full-service (managed-service) model is when all the settings and adjustments of advertising campaigns are carried out by DSP specialists. In other words, it is an assisted service. Often, advertisers choose to order this option from agencies that have this platform at their disposal and are responsible for the entire process of campaign management, from start to finish: planning campaign timings, setting up targeting indicators, making adjustments, analyzing campaigns, etc. 

Why do advertisers choose this option? A managed service is most frequently used when advertisers lack the time or experience to run campaigns independently. 

2. A self-serve DSP allows advertisers to independently purchase ad impressions by creating an online account on the DSP. In this role, advertisers are fully in charge of the ad campaign implementation — setting up targeting and configuring other details — the entire campaign flow is in their own hands. 

Why do advertisers choose this option? Because they obtain full control over their campaigns. Plus, they shed a significant amount of costs that are normally paid in the managed service. 

Why Choosing the Right DSP Matters So Much

There is quite a large selection of these systems on the market, which act as intermediaries between advertisers and publishers. However, not all systems, called Demand-Side Platforms, produce the same results.

First, you need to analyze your marketing objectives before selecting a vendor, and then opt for those who have essential functionalities to let your campaigns achieve particular KPIs. So, we have gathered some areas to pay attention to.

Key Features to Look for in a Self-Serve DSP

Pay attention to a couple of key areas when choosing the right self-serve demand side platform for your campaigns:

Right Coverage 

To ensure that a DSP is aligned with your business goals, request a list of countries and the ad inventory available in each one. This way, you will see whether the selected vendor has essential coverage in the areas you want to target.

Reach

Make sure that the platform you selected has a broad network of supply partners. In other words, the more supply sources it has a connection to, the better range of sources you can advertise on. Plus, aside from connecting to other sources of traffic like ad exchanges and networks, it is a great bonus when DSP also features integrations with direct publishers who may provide the highest-quality exclusive traffic. 

Targeting

How sophisticated are the targeting options, and do they align with your specific goals? What about the language, location, operating systems, or device type you need to target during campaigns? The list of targeting options can vary greatly, so make sure that the chosen platform works for your specific objectives.

Simplicity

The entire advertising process must be managed simply using self-serving options, as you will operate it independently. The platform should have an intuitive, clean interface, even if it has many useful features and functions for media buyers. 

Campaign Reporting

Working within a platform that has a large amount of campaign data should allow you to create complex and detailed reports on each advertising campaign. You should be able to view campaign performance data and analyze advertising effectiveness in real time, which is normally available on all major DSPs. 

Variety of Purchasing Methods

The majority of demand-side platforms are wrapped around RTB (real-time bidding) technology. Still, vendors who choose to give their customers more flexibility today also employ direct deals and private marketplace auctions.

While RTB deals provide a quick way to buy ad impressions, advertisers tap into private marketplaces in search of exclusive or limited inventory. Meanwhile, those who strive to have better control over where their impressions are served choose direct ID deals with particular publishers. 

Types and Formats of Advertising 

There are universal DSPs and those that specialize in a particular niche, let’s say, video advertising or advertising that’s made only for an in-app environment. For instance, with the increase in video streaming consumption, video advertising grew very popular.

Still, delivering video ads comes with unique technical requirements, especially on mobile devices and in-apps. Niche DSPs that specialize in particular areas normally have the broadest range of functions for fine-tuning such types of campaigns. 

Wrapping it up

DSP in a programmatic is an integral part of media-buying activities. It has a number of advantages since it simplifies the daily grind for many advertisers who use an automated method of purchasing advertising.

First of all, you need to carefully study all aspects of your future campaigns to understand whether you can launch campaigns yourself on self-served platforms. Further on, you will be able to match these aspects with what DSP vendors have on offer, choose the right options, and easily achieve planned results.