Why You Should Run Campaigns on DSP Networks by Yourself

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Written by Jovana Bulatovic

Why You Should Run Campaigns on DSP Networks by Yourself

Have you ever considered running your campaigns on DSP by yourself? You are wondering about the steps you need to follow, or what are the benefits of using them? Let’s take it step by step!

First of all, let us explain what DSP means!

What Is a Demand-Side Platform?

DSP or Demand-side platform is a programmatic advertising platform where ad buyers can purchase and manage ad inventories from different ad sources. 

In other words, DSP is automated media buying through a real-time bidding system. You set the bid for the campaign you are launching and immediately start competing with other marketers for ad place on the publisher’s web page. If you offer the highest bid, and it wins, you get the particular ad space on the website. 

Types of Programmatic Deals: A Guide - Delvify

Marketers can buy a video, mobile, in-app, and search ads, on a DSP, through real-time bidding (RTB), across many networks. As a result, advertisers do not spend time manually doing publisher hunts with different offers to advertise. 

Before we move on further, we need to clear a few terms, so that w completely understand how the whole process works.

Let’s start by explaining the terms RTB and programmatic advertising.

A word about RTB

Real-time bidding means that all interested marketers are competing for the particular ad space at the same time to buy, and the winning/highest bid will take the placement, and his ad will be displayed. The ad will appear to the user who visits the winner marketers page. With the help of the algorithm, the most suitable ad will be displayed to the specific user, considering his IP address, browsing history, and other vital factors. 

What is Programmatic Advertising?

50 Programmatic Advertising ideas | programmatic, infographic marketing,  advertising
I can explain

Programmatic advertising made setting up the ads more efficiently, as the system is no longer manually adjusted. Programmatic ads mean buying and selling digital advertising space, connecting the website owners with available ad space with advertisers willing to buy that space to promote their offers. 

The advertiser who wants to promote their offer via a digital campaign will contact a programmatic ad agency. On the other hand, the agency will use DSP to automate buying ad placement for the required campaign to target the right audience based on location, demographics, user behavior, and online activity.

The Secrets Of Demand-Side Platforms | by Ludovic de Jouvancourt | Medium

The benefits that programmatic advertising brings to the advertisers include the possibility to scale by reaching a large audience when buying ad space at different ad inventory. In addition, the programmatic ad makes the budget spent more efficient by better targeting the audience. The related outcome makes the targeting process more successful as more relevant ads are served, which means a more cost-effective investment for the advertisers. 

On the other side of this ecosystem, there is the SSP – supply-side platform.

Let Us Introduce You To What is a SSP

If we have the demand side on one side, we have to have the supply side on the other side. So this makes the logical sequence. 

SSP means that all the webmaster’s inventory is set in one place as a source for the advertising network. He will put pixel code on a webpage they own to track visitors. 

So, publishers can choose different ad formats for their websites, filtered by the advertiser and various other criteria. 

The Difference Between SSP and DSP

In short lines, these two platforms are connected on the different sides of the advertising system and make them function as one entirety.

DSP and SSP make one ecosystem

Marketers use DSP as a mechanism to buy ad space, and on the other side, publishers use SSP to connect their traffic from their inventory to the ad exchanges.

Let’s Talk About What DSP is Made of

To function, DSP has a few components. So let’s see what makes the DSP structure.

Bidder – Let’s start with the core of the DSP – bidder, the screw in the system that makes the placement of the bids in the RTB process. 

Budget manager – The next component is the budget manager, which defines the maximum budget and the mode of the budget spending. 

Ad server – This element is multifunctional: it serves the required ad elements to the publisher’s website; it tracks the impression and conversion data, which helps optimize the campaign, as well as fraud avoidance.

Campaign tracker and reporting – It is used to track campaign performances such as impressions, clicks, CTR, conversions, spends, etc., to see how profitable the campaign is and optimize it in the right way.

User profiling – One of the advantages of the DSP is that it allows recording user data to place them in a particular segment and then serve them relevant ads based on their previous behavior. 

Ad exchange and SSP integration – DSP is integrated with multiple ad exchange and SSP platforms, allowing you to have a wide reach to the audience through just one source. 

How Does a DSP Work?

As we all know, DSP is used to replace manual with an automated process of buying ad space through the RTB process. 

Definition of What is a DSP

The flow goes like this: 

  • Marketer chooses the audience he wants to reach 
  • Then, the particular ads are set on DSP 
  • The ad is then available on DSP with the help of SSP and ad exchange 
  • These two mechanisms, with the assistance of the targeted criteria, send bids to buy ad space through DSP
  • Through RTB, marketers compete with each other for the particular ad space
  • The winning bid buys ad place through DSP and the ad displays on the publisher’s website.

You may think it looks like a complex and long-lasting process, but I suppose you might be wrong. The process lasts just a couple of milliseconds. 

Why You Should Use a DSP By Yourself?

We are getting to the good part! 

When we mention DSP, we all immediately think about one thing- CONTROL!

You have absolute control over your campaign, how it will be set, how creatives will look, the budget you want to spend on the particular campaign, and traffic sources you want to use. We especially mean that you will avoid fraud traffic that someone may send to your campaign when we say traffic. And that is the beauty of the game: you will prevent everything that might harm the performances and efficiency of your offer. 

Time-saving!

Yes, we know time is money, and when we have any tool that can make our life easier, we will use it for sure!

We will start with saving your time as you do not have to waste it on automated tasks. Instead, you have the ability to focus on setting up your campaigns and their optimization. 

Easy to track

User experience is even better as you can track your campaign’s performances in one dashboard for all the campaigns that you run on your sites. DSP made it possible to track it all in one campaign to gain insight into various ads displayed across multiple websites.

Before DSP in advertising marketing, you would have to create different campaigns for the same purpose, which instantly made reporting more complex.

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Track, track, track

Wider audience

Further, it is more profitable, as you can simultaneously advertise on many networks, which means better dissemination of your ads and better response from the audience!

A better conversion rate is something that all marketers love to see. In addition, DSP makes targetting your audience more specialized, so the reach-out is even better!

Publishers + Advertisers = User ad spaming

User targeting

Information about user behavior is used to optimize the campaign of DSP. It means optimizing user targeting and reaching out to the relevant audience for their ad campaign. There are different targeting options, like demographic targeting, geo-targeting, contextual targeting, behavioral targeting, device targeting, operating system, browser, IP, day/time, retargeting, etc.

questioning targeting options

Reporting, analytics, and optimization of the campaigns

One of the essential things on DSP is that you can track the performances of the campaigns you run, on the dashboard, like reports of a page view, website traffic, engagement rates, CTR, etc.

In that case, you can optimize campaigns in the way that suits you best.

Automated, real-time bidding

The „negotiation” between ad buyers and ad sellers is done in the RTB process in milliseconds while users are loading the web page. The whole process is automated and, as we mentioned, time-saving.

Many useful features are available!

The great thing about DSP is that you have access to Creative Content Management or Dayparting to make your campaign successful. 

These essential tools help you the ad content display as you want. 

On the other hand, Dayparting gives you the ability to choose the part of the day the ads will be displayed to your target audience. 

Planning your budget

You can choose how to spend your budget according to the more profitable campaign. However, you do not want to waste money on ad space that will not bring you profit and concrete results. So budget planning for your campaigns is crucial for your advertising business. 

Brand safety 

To maintain brand safety, you can blacklist fraud sources that can affect your reputation. 

Prepare Your Campaign With Coinis DSP

The Right Network is Vital For Your Success

When you are choosing the right DSP for you, it is crucial to consider a few essential factors, like traffic- as you want to have a wide reach to the audience, then you need to have in mind the services, flow of use, costs, support that you can get, etc.

One of the most significant advantages of Coinis DSP is that we have our in-house traffic, and because of the high-quality traffic that Coinis offer, marketers choose our network for their offers to promote. 

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We do not want to brag but WE HAVE OUR IN-HOUSE TRAFFIC

Specify The Goal and Type of Your Campaign

Before you launch your campaign, it is vital to set the goal you want to achieve in order to gain success with that particular campaign and not waste money on something that will not be working. 

Then, choose an appropriate ad campaign type to align with the previously appointed campaign goal. 

On our DSP, you can choose between Push notifications and Contextual ads.

contextual ads and push notifications

Push notification is the most popular ad format. It is a message sent to the device after users subscribe to receive notifications from a publisher’s website.

On the other side, a contextual ad format automatically scans the page for keywords and presents users with the most-fitting ads on the website.

First, you have to set a general configuration consisting of the campaign name and campaign vertical and the option to use prelander.

Set Your Budget And Targeting Options

Then, you will proceed to the targeting of the campaign. You can target the audience through different options: targeting GEO location, operating system, browsers, user freshness (target users by hours or by days), day and time, IP and ISPs, and device manufacturers/types.

Upon that, you will proceed to traffic sources where you can target users by specific SubIDs & Placements.

After that, you will set the budget and bids for the campaign.

First of all, you have to set the cost per click. Here you can select your base CPC – the amount you pay each time a user clicks on your ad. You can adjust your CPC later by source or location on the Reports page. The floor amount you can enter is $0.001, while the maximum amount is $1000.

Here you are also setting the campaign budget and the period for that budget: month, day, and hour.

Upon that, you choose links related to conversion tracking that can be set default, Binom, Voluum of Affise.

Then, you can manage creatives for your campaign. On Coinis DSP, you can generate up to 15 creatives, which is a massive advantage for all marketers to see which creative follows the campaign’s goal.

example of generating creatives on Coinis DSP
Coinis DSP allows you to make 15 creatives at the same time

Save your campaign, and you are all set! On your dashboard, you can track the performances of your campaigns. In addition, you can see reports and the finance section (funds and invoices). 

Campaign Optimization

When we get through how to set up and launch your campaign, we can cover the post-creating campaign period, as all of you must wonder what we can do to improve the campaign’s performances that you previously launched. 

Once you launch the campaign, you will track the reports for that campaign to see how it’s behaving. 

On Coinis DSP, you can track the report feature in real-time. That means you will instantly have insight into how successful your campaign really is and what you have to optimize to make it even more cost-effective than it is already.

You measure your campaign’s CTR (click-through rate), conversion rate, spent, and other important parameters. 

After you finish analyzing your campaign, after, let’s say, a week of running it, start optimizing it and fix everything that you think might have room for improvement. Suppose there is something to be optimized and improved, of course. 

On Coinis DSP, you can take action for each campaign, track statistics, edit it, pause it if you decide to take that action, and activate it once you choose to continue running that campaign. 

Edit option means optimization, and you can edit every aspect of your campaign.

If you want to find out more about campaign optimization read our blog on how to optimize your campaign in the right way.

To Wrap it UP

So, are you still thinking about the benefits of running campaigns that DSP provides? We believe we made it clear through this blog section and that you realized by now that instead of giving your offers to the account managers to, so to speak, do with it whatever they want, you can control campaigns by yourself. Control means that no other advertiser network or individuals can devalue the potential of your offer/campaign. 

You can make the most of its potential and choose the right traffic, budget, sources, browsers, audiences, creatives, end so on. Control means power, which is what we all want when it comes to our business opportunities.

Unquestionably, DSP is built to help marketers grow their campaigns to be profitable and effective. DSP helps advertisers benefit, but the users who receive ads are served through the DSP system.

DSP also makes the organization part of your business easier and unburdening, and the seals of the product you are offering can be boosted. Campaigns made through DSP automate all your business efforts and future steps.

Anyway, we would love to see the potential of your campaigns on our DSP, and for any assistance, the Coinis team is ready to jump in and save the day! So do not hesitate to take things into your own hands: just sign up/login to our DSP and drive your ride! 

Jovana Bulatovic

Jovana Bulatovic

ABOUT THE AUTHOR

A political scientist by vocation. Affiliate marketing enthusiast, manager of powerful digital products with search solutions. Also passionate traveler and dedicated mamma.

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