Trends come and go. And the new year most likely means a flood of new mobile advertising trends. But one thing is certain this year- the continued growth of mobile advertising. Indeed, advertisers plan to increase mobile ad spend in 2018 according to a new Forrester survey. What’s at the center of this growth? Mobile DSPs.
While most savvy digital advertisers are clued up about "mobile DSP", it would be great to begin the 2018 with a refresher.
What is a mobile DSP?
Technology revolutionized the way online advertising is bought and sold with the invention of Demand-side Platforms (DSP). A DSP is a system that allows media buyers to bid in ad exchanges' real-time auctions through one interface.
A mobile DSP works the same way except that it focuses on mobile devices. It is an offshoot and a natural evolution of online advertising as mobile usage increased– driven by technology and with it, a slew of diverse types of mobile content.
How does a DSP work?
DSPs use "Programmatic" technology that lets you automate media buying - from campaign setup and optimization, the bidding process, to rate negotiation.
As mentioned earlier, DSPs connect to ad exchanges where tons of publishers have made their ad inventories available from which advertisers can buy mobile ad inventory placements. Through a DSP, mobile media buying processes automatically take place across a multitude of mobile apps and publisher's mobile websites based on impressions. Compared to traditional media buying, a DSP requires no human intervention to negotiate prices with the publisher.
A DSP also allows advertisers to aim for desired KPIs, optimize and automate processes, and track returns in one place.
Advertisers can pick from targeting options offered by Pocketmath's DSP which include:
Hyperlocal targeting (Reach customers based on location)
Demographic targeting (Reach customers according to their specific groups)
Publisher targeting (Reach customers through on specific publishers)
Carrier targeting (Reach customers of specific networks)
Contextual targeting (Reach customers based on site content)
Device targeting (Reach customers through device used)
OS targeting (Reach customers via OS used)
Re-targeting (Reach customers based on previous online interactions)
The difference between self-serve and full-serviced DSPs
Pocketmath provides a self-serve platform, an excellent way to manage your ad campaigns as it gives you full flexibility and better value versus managed or full-serviced DSPs, a costly option.
While full-serviced DSPs provide you with account managers and a group of campaign managers that will dedicate their time to manage your campaign, your campaign’s success is dependent on their planning, budget distribution and targeting options. Choosing to go for a full-serviced DSP means you lose some control of your campaigns. Not to mention that it is usually more expensive as you’ll have to commit towards a minimum ad budget per campaign.
Pocketmath: A self-serve mobile DSP
Using a self-serve DSP means a lower cost entry. You don’t have to commit a large upfront advertising budget to get started. Advertisers who choose a self-serve DSP prefer to manage their campaign any way they want it. If you have in-house traders, a self-serve DSP is a great option because of its flexibility, transparency, and cost-efficiency.
On top of these advantages, Pocketmath offers an easy-to-use interface and straightforward campaign setup and optimization process that even junior mobile marketers can traverse without any hiccup.
Talk to our expert to create your first mobile ad campaign.
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