Self-serve advertising is defined as the ability of an advertiser to place their own ads without the assistance of an actual advertising sales representative. This helps to reduce costs, as well as gives the advertiser more convenience in the placing of their ads.
Programmatic advertising is at hyper growth stage and is expected to grow by 150% until 2018. Programmatic advertising offers the advertisers the ability to target the right audience at the right time. As the advertising technology advances; the need for transparency and speed increases and self-serve advertising platforms are getting more and more popular.
Demand-Side Platform (DSP) is used by advertisers and agencies to manage and purchase inventory from multiple ad networks through one interface. DSPs allow advertisers to buy impressions across a range of publisher sites, but targeted to specific users based on information such as their location and browsing behavior.
Advertisers, marketers and agencies can manage their campaigns on their own through self-serve DSPs. In other words, self-service DSP is where you will have log-in details and have a hands-on experience with creating and launching your campaigns.
The industry of DSPs is getting increasingly crowded and there are some important criteria for advertisers, marketers and agencies to choose the right self-serve DSP for their needs.
In order to get the highest ROI, targeting options of the self-serve DSP is very important. Advanced targeting options such as day-part targeting, geo-targeting, device & carrier targeting and web site targeting increase the effectiveness of the marketing campaigns
It is important to choose the DSP that is integrated with all major ad exchanges, SSPs and the other traffic sources. For advertisers, it is important to identify the data segments that convert well for them and how big the reach of those segments are.
Advertisers want to eliminate the risk of misplacement, fraud and malicious traffic. Brand safety should be ensured with integrated advanced tools and whitelist and blacklist features.
Advertisers want to watch exactly where every dollar of ad spend is going. Getting full transparency over all the URLs to run on and hand-picking the domain/URL to run the ad campaigns are important criteria when choosing the right self-serve DSP. Furthermore, reporting panel should be as advanced as possible in order to make the decision making easier for advertisers. Transparent conversion report and revenue tracking base are “must have”s in the reporting panel.