Programmatic Success: Choosing the Best Demand-Side Platform

With print media and other forms of advertising becoming almost obsolete, many companies have turned their attention to digital advertising. By running real-time bidding campaigns, these businesses hope to get the most out of their marketing budget and see a positive return on investment.

As an affiliate, one of your missions is to help these companies by offering your knowledge and expertise. That said, to become a great marketer, you must know how to choose a demand-side platform that delivers quality traffic at a reasonable price.

Selecting the best traffic source for your campaigns isn’t always easy. There are hundreds of different provides, and even though all of them promise great traffic, this is not always the case.

This article will cover a few tips to help you choose the best demand side platform for your campaign.

What is a Demand-Side Platform?

A demand-side platform, also known as a DSP, is a system that lets marketers bid for digital ad placements in real time. These platforms are mostly automated, so the entire process takes place in a split second. It uses an algorithm that weighs a variety of predetermined factors in order to dictate the real cost and position of each ad.

DSPs can have many variations and specializations. In some cases, you may have to find a specific platform that offers the type of traffic you’re looking for. In other cases, large DSPs like ActiveRevenue have a variety of audiences that cater to virtually all advertisers.

The Importance of Choosing the Best DSP

There are many reasons why choosing the best DSP is critical for the success of your campaigns, some of which include:

Traffic Quality

Not all provides offer the same traffic quality. By taking the time to research and identifying the most reliable DSPs you will ensure you only get legit users who are ready to explore your offer.

Competitive Prices

Prices can also vary tremendously between provies. And, it’s also worth noting that higher prices don’t always translate to better results, so you should take the time and find a traffic source that offers fair rates as well as quality visitors.

Outstanding Support

As any seasoned affiliate will tell you, there are dozens of elements that can throw a wrench into your well-oiled machine. Having a reliable support crew behind you can be the difference between experiencing a few hours of downtime and losing a week’s worth of traffic.  

How to Choose a Demand-Side Platform

The most important elements you have to keep in mind before choosing a DSP are your campaign’s requirements. All offers are unique, so you should select your traffic source based on what you want to get out of your ads.

Here are some of the main features you’ll want to look out for:

Analyze Traffic Quality and Characteristics

Analyzing traffic quality is difficult without testing it our first hand. You can always contact your DSP’s support team to find out about reach and other details that help you assess quality. And, it will also give you a chance to inquire about other characteristics like specific audiences or locations you want to target.

Assess the Bidding Models Available

Next, check the bidding models they have available. For example, if you prefer to purchase inventory in a CPM model, you’ll have to ensure the DSP in question allows it. If not, you may have to invest more than you thought, which can limit other aspects of your campaign. 

Look at Average Costs and Additional Fees

The most established traffic sources will usually have the highest rates, but you should also explore up-and-coming DSPs that can match the leaders’ quality while offering a lower price tag. Also, remember to take a look at withdrawal charges and other additional fees that may blind-side you later on.

Evaluate Optimization Strategies at Your Disposal

A lot of platforms offer auto-optimization or assistance from dedicated account managers, so make sure your DSP of choice has features that can help in this area.

Security and Fraud-Prevention Requirements

Fraud is an ever-present problem for digital marketers, so you may want to find a platform that offers some sort of protection for their customers. Reliable DSPs put in the effort to help minimize the damage, which will ultimately work as a safety net if you were to ever be victimized.

Find the Ideal DSP Now!

Choosing the best DSP isn’t always straightforward. After all, you’re selecting a platform that should help you capitalize on your budget and earn a reputation for being a reputable marketer. The tips above should help you find an alternative that helps you achieve your goals without having to go over budget.

If you need additional information on ActiveRevenue, contact us and our team will be happy to help.