Respite from Buying Inefficiencies ? Demand Side Platform to the Rescue

Adoption of demand side platform for digital campaigns is a fast developing trend in the media landscape. As advertisers struggle to increase the ROI from the media spend, DSP proves to be a boon by providing larger pool of audiences to target, reduces time and effort and importantly improves the efficiency of buys. This whitepaper attempts to introduce the concept of demand side platform, discusses the advantages of the platform and also suggests the factors to consider before choosing a DSP. Introduction In the ever changing fluid landscape of media, advertisers constantly aim to optimize their media deal by looking to purchase media slots that costs lesser but provide better reach. In order to achieve this, advertisers are seen splitting their media investment and working with agencies, ad networks, publishers etc. This is especially applicable for digital medium as the audience who could be reached out to wide and fragmented across large number of publisher websites. This model has inherent challenges which reduce the overall efficiency of the system: 1) Lack of Holistic View: Since advertisers engage with multiple parties to purchase media slots across different channels, it becomes cumbersome to combine data from different sources to create a holistic view of the investment made and return of the buys. 2) Buying Inefficiency: Efficiency in terms of the buying process is difficult to attain since the advertisers manages multiple relationships, monitors different campaigns etc 3) Difficulty in Optimizing Spend: Since keeping an account of the spend is not easy, optimizing spend across the different channels is equally difficult.