How using a demand side platform boosts your digital advertising ROI

Digital ad spend has been on an upward trend. According to projections by marketing experts, it’s safe to say 2021 will be no different. However, there’s a catch.

The money is no longer going to traditional advertising channels. Today, a larger chunk of the budget goes to the CTV and OTT ad space as compared to linear television. Marketers are further refining their techniques thanks to demand side platforms.

But…

What exactly are the advantages of this approach compared to enlisting third parties to source ad-media?

A demand side platform is a crucial element in growing your brand. And here’s why:

Increase brand exposure with consumer targeting

Self-serve demand side platforms allow advertisers and agencies to employ precise consumer targeting. They have first-hand access to consumer insights, allowing them to make data-driven decisions on which media to bid for more impressions.

You will be able to compare publishers based on potential ROI on their media. Forget about throwing everything on the wall and seeing what sticks; you can pick based on whose audience includes your target market.

Spend less on ad media

A demand side platform enables advertisers to bid for media directly from publishers. This means they are charged precisely the value of the ad space they want. There are no hidden charges or third-party fees, which increase advertising costs without adding more value.

Optimize advertising campaigns

A DSP platform will not only make staying within your budget easier; it also helps you adjust your video advertising strategy for the best results. Through a self-serve DSP, advertisers have full control of ad campaigns from preparation, bidding to execution.

Leverage real-time bidding

The beauty of DSPs lies in real-time bidding capabilities. Advertisers can bid for ad media where and when they need it. Due to the hands-on approach of advertising platforms, brands can easily identify ad media which can turn high ROI. Real-time bidding also drives low cost per acquisition as it eliminates overspending and media wastage.

Harness the power of AI in advertising

Artificial intelligence is changing the game in video advertising. Ad buying powered by this technology, along with machine learning algorithms, can improve ad performance. Advertisers can analyze data for campaigns past and present to see what works. Ad media can be automatically optimized in real-time for publisher devices, OS, and creatives.

Avoid fake impressions

Thanks to the insights available through DSP platforms, it is easier for advertisers to get accurate information concerning their ad campaigns. Brands can verify the potential ROI and the actual impressions on their ads. This eliminates the possibility of having to pay for fake impressions with untrustworthy publishers.

It’s time to take control of your ad campaigns

Is your marketing team having a hard time justifying digital ad spend? Remedy the situation by taking full control of your advertising with a dedicated ad-buying platform.

Consider adding a demand side platform to your arsenal of marketing tools. Placing your ads with reliable suppliers is just the first step to ensuring your marketing efforts bear fruit. Investing in an ad-buying platform allows you to do so while being cost-effective. Take up a self-serve DSP and revitalize your advertising on CTV channels as we get into 2021.

Vivian Atwater having over one year of writing on topics like marketing, social media marketing, advertising, technical writing, website optimization, and similar topics.