Running In Multiple Demand Side Platforms

Running ads efficiently on more than one Demand Side Platform (DSP) requires a strategic approach that optimizes time, resources, and budget while maximizing reach and performance. Here are several best practices to consider when running in multiple demand side platforms:

 

Use a Data Management Platform (DMP)

Integrating a DMP can help you centralize and manage your data across different DSPs. This allows for consistent audience segmentation and targeting, and helps in making data-driven decisions across platforms.

 

Establish Clear Objectives and KPIs

Define what you’re trying to achieve with your campaigns and the metrics you’ll use to measure success. Why are you using multiple DSPs to achieve your goals? It’s likely you are cherry picking best of breed in channel partnerships or you need access to owned and operated (O&O) inventory available on only one platform. For example, an ecommerce brand may need Amazon DSP to access premium data and inventory within the Amazon ecosystem, but also needs a best of breed solution to reach their target audience across a variety of top connected TV apps outside of the Amazon ecosystem. Consistent KPIs across DSPs will help you compare performance effectively. For more information on implementing a DSP, check out this article: https://populationscience.com/how-to-implement-a-demand-side-platform-dsp/

 

Standardize Creative Assets

Prepare a set of creative assets that can be used across all platforms. This includes ad copy, images, videos, and interactive elements that are in line with the specifications of each DSP. If you deviate too far from the standard it can be difficult to understand if the DSP or the creative that is used is the issue if you experience poor performance. 

 

Automate Where Possible

Use automation tools within the DSPs for bidding, optimization, and reporting. Many DSPs offer automated rules and machine learning algorithms to adjust campaigns in real-time based on performance.

 

Central Reporting Dashboard

Consider using or building a central reporting dashboard that can pull in data from all the DSPs you are using. This allows for an aggregated view of performance and simplifies the analysis process. 

 

Balance Overlapping and Unique Targeting

Be mindful of audience overlap across DSPs to avoid bidding against yourself. However, leverage the unique data or inventory sources of each DSP to reach different segments of your audience. If you have established clear objectives for why you are using multiple DSPs you should be able to avoid overlap in bidding on inventory. 

 

Optimize Based on Performance

Regularly review campaign performance across all DSPs and shift budgets to the platforms and campaigns that are performing the best.

 

Work with a Media Aggregator

For smaller businesses or those without the capacity to manage multiple DSPs, consider working with a media aggregator or an agency that can manage this for you. They have the expertise and technology to run campaigns across multiple platforms efficiently.

 

Leverage Cross-DSP Strategies

Some strategies may be more effective on certain DSPs due to their specific strengths or inventory. Tailor your approach to each platform while maintaining a cohesive overall strategy.

 

By carefully planning and continuously optimizing, you can efficiently run ads across multiple DSPs and achieve better results from your advertising spend.