In an industry where DSPs often also own or sell media inventory, finding an objective, independent DSP partner is crucial to every advertiser’s success. Why? Conflict of interest. DSPs that double as
a supply-side platform or are owned by a publisher are likely going to prioritize spend within their own platforms before going elsewhere, even if it’s not in your brand’s best interest. After all, they make money from both sides of the equation. Alternatively, an independent and objective platform has no other interest beyond providing ROI for advertisers.
Omnichannel Capabilities
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Transparency is a key element of every long-term partnership, particularly in the world of programmatic advertising. And it’s a three-prong requirement, encompassing a clear understanding around all costs and fees, ad delivery and audiences, and ultimately insights. Transparency means you can choose who your
ad dollar is spent on, precisely where each dollar is spent, and the value of your media.
In a landscape that is constantly evolving, it’s imperative to choose a technology platform that is nimble enough to keep up with the breakneck pace of the industry. Beyond innovation, it’s also important to assess how agile your DSP is, so that you can customize the solution by building on top of the platform via APIs (Application Programming Interface).
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As it becomes increasingly common for multiple devices to be used throughout the user journey to conversion, the need for cross-device attribution is all the more necessary to understand the true ROI of your marketing efforts. Ensure your programmatic partner can provide insight into the consumer’s other devices—and even offline purchases—for a better understanding of your campaign’s value.
Reporting & Actionable Insights
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Targeted advertising doesn’t mean you have to sacrifice scale, select a programmatic buying partner who can achieve 1:1 marketing at a large magnitude. The internet is massive, so when you select your DSP, you want to ensure you’re casting the widest advertising net possible to acquire
new customers and engage your existing ones. Partner with a platform that offers global targeting capabilities on premium publications and channels to ensure you’re reaching all of your target and emerging markets around the world.
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To put it simply, DSPs without DMP integrations just aren’t as effective as those with them. As a centralized hub for both a brand’s customer data and the DSP’s demographic and contextual data, the DMP becomes the central intelligence unit of your advertising campaigns, while the DSP remains your tool for execution. Not only does the DMP allow you to build more relevant advertising with audience insights, but also DMPs ensure you’re identifying and reaching your customers and prospects across whichever devices they choose to engage – from mobile app advertising to native advertising to video advertising to audio advertising and everything in between.
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To Look For in a ProgrammaticAdvertising Partner
To Look for in a Digital Marketing Partner
We’ve come up with ten things every marketer should keep
at the top of their list when assessing potential programmatic partners for their digital advertising needs. Forget the confusing lingo and stick to this list to help ensure you’re getting the full capabilities of a DSP.
Service
The ability to offer both standard and customizable reporting is the crux of any good DSP. But the mark
of a great and trustworthy DSP partner shines through its third-party reporting capabilities. Whether to alleviate brand safety concerns or to better align with your brand’s way of looking at things, your programmatic partner should offer a plethora of options when it comes to reading and validating the value they’re providing for your brand.
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Connected TV
Multi-Channel Capabilities
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To put it simply, DSPs without DMP integrations just aren’t as effective as those with them. As a centralized hub for both a brand’s customer data and the DSP’s demographic and contextual data, the DMP becomes the central intelligence unit of your advertising campaigns, while the DSP remains your tool for execution. Not only does the DMP allow you to build more relevant advertising with audience insights, but also DMPs ensure you’re identifying and reaching your customers and prospects across whichever devices they choose to engage – from mobile app advertising to native advertising to video advertising to audio advertising and everything in between.
Sophisticated Technology
Integrated DMP
You know programmatic advertising is important to your brand awareness and customer growth, but how do you choose the right Demand-Side Platform (DSP) partner?
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To Look For
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Your consumers are using every device under the sun, so you need
to make sure your DSP partner is equipped to reach them wherever they are. With an omnichannel DSP, your digital media buy is managed
on one dashboard, allowing you to aggregate cross-channel insights
and optimize fluidly across your
entire campaign.
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Transparency
As more and more audiences ditch their traditional cable subscriptions in favor of streaming services
and skinny bundles, connected TV advertising is becoming more of a necessity for marketers. Select
a platform that can get your commercials in front of the right group of streamers and binge-watchers—
and allows you to engage them wherever else they choose to consume media, too.
To put it simply, DSPs without DMP integrations just aren’t as effective as those with them. As a centralized hub for both a brand’s customer data and the DSP’s demographic and contextual data, the DMP becomes the central intelligence unit of your advertising campaigns, while the DSP remains your tool for execution.
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Top 10 Things
We’ve come up with ten things every marketer should keep at the top of their list when assessing potential programmatic partners for their digital advertising needs. Forget the confusing lingo and stick to this list to help ensure you’re getting the full capabilities of a DSP.
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As you begin to delve deeper into the programmatic waters, it’s important to look for a partner who is focused on the buy-side—and only the buy-side—for service that is always aligned with the customer’s best interest. Your partner should be your programmatic Yoda—guiding you through the inner workings of all things programmatic advertising to reach your customers through all new and existing channels and devices.
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Objectivity