Jayne Pimentel, Senior Media Planner
There are a number of DSPs (Demand Side Platforms) – the main ones are Invite Media, x+1, Mediamath, and Turn. The Exchanges change all the time and the largest are ADECN (Microsoft network inventory), Right Media (owned by Yahoo!) andDoubleClick (owned by Google). Every DSP have their strengths and weaknesses. Some are better at integrating with 3rd party data while others are better at integrating with the exchange inventory itself.
- You can layer on a data provider like AlmondNet, Exelate, BlueKai, etc. and not all DSPs can handle those 3rd party data services.
- Also, you have to think about mobile inventory. At the moment only a few are able to tap into mobile inventory – like DataXu.
- Lastly, you want to ensure a DSP is able to handle certain creative. Some DSPs cannot handle video, rich media, etc. and can only serve flash so you’re limited as to what types of advertisers you’re able to run with as you restrict yourself when using a DSP that can only accommodate flash creative.
Keep in mind – of all ad impressions about 35% are RTB enabled. There are other exchanges to think about – AOL‘s Advertising.com, ContextWeb, AdBrite, OpenX, etc. so it’s less about what a DSP already covers and more about what a DSP has the ability to cover so it can easily integrate with other technologies and things unforeseeable now as being the next big thing in the Exchange space.
Kaleigh MacKay, I work for SiteScout – one of our pro…
Over the last week I am searching all DSP vendors in an effort to identify the most appropriate for our business. I have ended up with :
I have also tried to identify as many evaluation factors I could, in order to understand which DSP will be the most appropriate for us. I ended up with the following ones:
Please rate on a scale from 1 -7 among the following continuums
Advertiser – Agency
Performance – Branding
Display – Search
Product – Service
Online – Mobile
Automatic – Manual
Most Ad Exchanges – Limited Ad Exchanges
Simple – Complex
RTB – No RTB
Dynamic Optimization – Static Optimization
Sophisticated Capping – Simple Capping
Perhaps you will find part or all of the above to be a radical simplification when it comes to evaluate a DSP. Also, part of the above criteria are perhaps articulated in a wrong manner. I would appreciate if you could provide your answer (scale 1-7) to each of those that make sense for you. Qualitative remarks along with your grade are more than welcome.