Automation has made serious inroads into the world of digital advertising. The rise of programmatic advertising is the proof of that. Programmatic advertising has dominated the conversation in the last two years. Programmatic advertising is a technology in which the process of selling and buying of desktop display, video, FBX, and mobile ads is streamlined by automation using real-time bidding, and thus removing human intermediaries from the process.
Now, programmatic advertising takes place in a platform called ad exchange and advertisers use a software called a demand-side platform to access the ad exchanges. DSP is an advertiser platform that enables buyers to manage multiple ad exchange accounts and data exchange accounts through a single interface. Basically, an ad exchange is the technology platform that makes publisher inventory available for real-time bidding to advertisers and a DSP is the ‘bidder’ that bids for the impressions that match the advertiser targeting.
In this article, we will discuss the top 10 best demand-side platforms in the world.
Top 10 Best Demand-side Platforms
MediaMath is the leading independent programmatic company for marketers. This DSP enables advertisers and their agencies to make more efficient, effective and profitable marketing decisions across display, social, video and mobile formats.Since inventing the DSP in 2007, MediaMath has delivered results for customers that include every major international ad agency and holding company. CondeNast, StubHub, eBay, The Economist and other premium advertisers have programmatic integrations with MediaMath.
TubeMogul is the first platform of its kind to provide brand advertisers with a simplified, efficient and effortless way to plan, buy, manage and measure all brand advertising initiatives, from a single platform.This includes television, video, display, mobile, social and other branding channels. Specialising in video advertising, they have developed the industry’s most comprehensive client training and award-winning customer service.Facebook and Instagram, Snapchat have programmatic integrations with TubeMogul.
As the world’s largest independent ad tech company, AppNexus and its open, unified, and powerful programmatic platform empower customers to more effectively buy and sell media, allowing them to innovate, differentiate, and transform their businesses.
The Trade Desk
The Trade Desk has become the fastest growing demand-side platform in the industry by offering agencies, aggregators, and their advertisers best-in-class technology to manage display, social, and video advertising campaigns. The Trade Desk delivers on branding and performance for clients worldwide.
Rocket Fuel has been hailed as a strong performer in the DSP market. Rocket Fuel aims to use AI to predict what marketing actions to take with a person at a certain instance. This type of predictive marketing allows customers to receive personalised, real-time ads which are relevant to their tastes and online habits.
BrightRoll is Yahoo’s very own DSP. This DSP blends data provided by the search engine with sophisticated targeting tools to uniquely place the ads. Utilising more than 165 billion data points per day, the DSP solves the toughest challenges faced by advertisers and drives significant results.
DataXu is an independent, 100% marketer-aligned data and analytics company. One of the tools it provides advertisers with is a mobile DSP. It is an open, neutral platform that enables marketers to use their science in a simple UI to understand and engage consumers in a digital world. They have created the industry’s first and only real-time multivariate decision system to bring science to the art of marketing.
DoubleClick Bid Manager
DoubleClick Bid Manager is Google’s very own cross-platform, multi-channel DSP. Through DBM, advertisers, agencies, trading desks can buy inventory from more than 100 ad exchanges in real time. Its elite bidding technology, advantage targeting capabilities and premium video inventory make often make it the most premium solution in a buyer’s programmatic portfolio.
One by AOL
One by AOL is a multi-platform, programmatic video exchange platform for discovering and distributing video content. One by AOL enables the world’s top marketers and media brands to reach consumers across desktop, mobile and TV through premium experiences, programmatic buying and performance-driven campaigns.
AppLift is a DSP for mobile app advertisers. DataLift 360, AppLift’s mobile media buying platform provides access to over 30 programmatic mobile display, video and native SSPs and ad exchanges. Datalift’s technology utilises first and third-party data to optimize media buys, while real-time analytics let you measure and optimize campaign performance.
So, these were the top 10 best Demand-side platforms in the programmatic advertising space. Do let us know which one of these you prefer and why. Also, tell us about any other DSP that you think can work wonders for advertisers.
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We hope this article has been comprehensive and will assist you in your quest for the perfect DSP.