But if the end goal is to buy advertising space, what’s all this fuss about? You can advertise and carry out successful campaigns through both. But, the actual difference lies in the features they provide, which may or may not align with your requirements.

Both ad networks and DSPs attract a good number of advertisers. Let’s understand all the reasons behind it with this blog.

Ad Network vs. DSP: The Web They Create

Before we debate about ad network vs. DSP, let’s first give you a rough vision of the web that both create.

When it comes to advertising networks, this is how they work. Imagine the ad network in the center as a big block, acting as a mediator for the media buying process. From one side, it branches out to advertisers, and from the other, it branches out to publishers.

It’s a bit different for DSPs (Demand Side Platforms). Imagine them in the center again. On one side are the advertisers. And on the other side, it has branched out to multiple publishers, SSPs (supply-side platforms), ad networks, and ad exchanges.

Now, it might look like DSPs here have better reach and scope, but that’s not all true. Let’s learn more about them both.

Defining Ad Networks

Ad networks are platforms that connect advertisers with multiple website publishers and automate the entire buying and selling process. First, they collect ad inventory from publishers who wish to monetize their content.

Later, they sell this inventory to advertisers who have registered with the network. This way, they act as an intermediary between advertisers and publishers, helping one advertise and the other monetize.

On the demand side, they offer advertisers the ability to sign up with their advertiser account, which gives them complete control over their campaigns. Advertisers can then create and adjust their campaigns with the sophisticated set of tools they provide.

On the supply side too, most advertising networks provide publishers an account where they can keep track of their income and update ad inventory.

Defining DSPs

DSPs, or Demand-Side Platforms, are software restricted to advertisers only. Advertisers first sign up with the DSP and create their ad campaigns.

The DSP then scours through its list of networks, which could either be individual publishers, advertising networks, or ad exchanges. The conversions on your ad campaigns totally depend on the quality of the DSP’s networks.

Similar to ad networks, DSPs also work on a programmatic advertising system that automates the buying process for advertisers.

Ad Network vs. DSP: The Differences

The question still remains unanswered. Ad Network vs. DSP, which one is better? Let’s look at the few factors that you should consider before making your decision.

The Platform Fees

Platform fees are a deal-breaker for many advertisers. Imagine fixing your budget and setting up the whole campaign, only to later find out that you’ll also be charged extra platform fees. There goes all your budget planning.

Sadly, this is the case for DSPs. DSPs charge you not one but multiple fees. You will have to spend on managed service fees, third-party rev share, percentage of ad spending, add-on fees for specific tools, and handling RTB costs. These usually range between 8% and 30% and often leave the advertisers feeling dissatisfied with their campaigns.

This problem doesn’t arise when you’re using an advertising platform. Most advertising networks never charge you any platform fees or require you to make payments while registering. You only spend bidding on ad spaces.

Ad Server

Ad servers are technological systems in the digital advertising network responsible for the delivery and management of ads.

Most ad networks have an in-built ad server that securely holds the information and data of the publishers and advertisers registered with it. This ensures timely delivery and quick optimization of ad campaigns.

DSPs, on the other hand, can either have their own in-built server or use third-party ones. Always be careful when you’re using DSPs with third-party servers, as they are prone to data breaches and privacy lapses.

Centralized Platform

Ad networks are centralized platforms that create a common space for advertisers and publishers. They are responsible for overseeing the network of publishers, collecting and organizing the ad space, curating appropriate inventory for advertisers, and negotiating ad rates. Right from creating their campaigns to measuring analytics and optimizing them, advertisers can do everything under a single roof.

DSPs are not centralized platforms and only provide a functioning space to the advertisers. This may or may not limit the features, tools, and functions that you have access to. Moreover, since they are not responsible for overseeing the publishers, the traffic quality you get might not be the best.

Networks and Reach

Ad networks are only connected with publishers. They collect (or buy) inventories from many publishers in a variety of niches. After analyzing the ad inventory, they help negotiate the bids further.

DSPs, on the other hand, have plenty of connections and networks. This includes ad networks, individual publishers, SSPs (supply-side platforms), and ad exchanges. This ensures that you have better chances of advertising on premium websites.

Quality of Ad Inventory

When it comes to ad network vs. DSP, the quality of inventory is a significant factor. It is determined by the relevancy and genuineness of the traffic it can generate. This excludes all bot and irrelevant traffic. After all, why would you pay for traffic that’s not even relevant to you?

Advertising networks win this category as they focus more on providing better-quality inventory rather than quantity. Most of them set a benchmark for publishers that considers the average amount of traffic they must have to monetize with the platforms, ensuring superior traffic.

However, since DSPs focus more on providing increased quantity, they might overlook the quality of traffic.

Ad Networks and DSPs: The Similarities

For plenty of advertisers, Ad Network vs. DSP isn’t even a topic of debate. We’ll tell you why.

Ad networks and DSPs share similarities in automating the media buying process, targeting criteria, transparency in performance metrics, bidding models, and other customization features. Both work to serve advertisers just as actively, always adhering to the latest trends and integrating updates.

So, how can you make a decision between them? Instead of looking at the differences, we recommend examining factors that will help determine the best-suited platform for you. Let’s take a look at them.

Factors to Consider While Choosing The Best Platform

You need to reflect on a few factors before settling down with an ad network or a DSP. Consider thinking about the following.

How can you target?

How do you segment your audience, and how can you reach them? Some ad campaigns require you to target ads based on age, while others perform best when targeted locally.

So, look for platforms that provide advanced targeting options. This generally includes targeting on the basis of demographics, location, and online behavior of your audience. Plus points if the platform also offers contextual targeting and retargeting.

Is it affordable?

Ad network vs. DSP—what can your business afford? Both are good options, but you need to decide what fits your budget better. Generally speaking, small and mid-sized businesses usually prefer advertising networks because of their affordability.

However, the best thing to do is evaluate the cost structure of both first. For DSPs, combine all the platform fees and bidding prices. For advertising networks, look at the bidding models and average bidding rates. Whichever falls under your budget gets a point.

What’s transparency like?

How much transparency do you expect from the platform?

Analyze the platform for the following:

• Clear insights into the performance of campaigns
• Accurate data and detailed statistics
• Access to real-time data

Your future and current campaigns depend on this data, so never settle for a platform that offers anything less.

Do you have control over campaigns?

Having control over your campaigns is super important to assure that everything goes smoothly as planned. Look for ad networks and DSPs that offer:

• real-time changes
• automation of repetitive tasks
• optimization of keywords and bids
• setting budget limits
• additional customization options

Such features help you adapt to market changes and enhance your strategies quickly.

Ad Network vs. DSP: Making the Final Decision

Now that we are nearing the end of the blog, it’s time to make a decision. Ad network vs. DSP- what’s it going to be?

One major factor to consider is the differences. If any of the differences we just mentioned give you a significant reason to choose one over the other, go for that. For instance, if having a centralized platform is important for you, then an advertising network is what you choose. If it’s not a major concern, then you can choose either.

Next, we come to the similarities. Ad networks and DSPs share plenty of similarities, making both equally competent. But this isn’t always the case. Features provided by each platform vary from one platform to another. One DSP could give you the most advanced features, but another might not even provide the basic ones.

Lastly, you analyze which one fits your requirements based on a few factors. Here, you consider things like targeting capabilities, affordability, transparency, and control. This is your final deciding point.

Conclusion

That was everything you needed to know about the ad network vs. DSP debate. Well, it’s not really as big of a debate as people make it out to be. Except for a few key differences, it’s mostly about what each platform can offer individually. All you need to do is understand your requirements first and then align them with what the ad network or DSP has to offer.

So… Ad Network vs. DSP, do we have an answer yet?

Frequently Asked Questions (FAQs)

What is the difference between ad networks and DSPs?

Ans. Ad networks and DSPs differ in terms of platform fees, ad servers, centralization, users, networks, and the quality of ad inventory.

What are the similarities between ad networks and DSPs?

Ans. Ad networks and DSPs share similarities in terms of automating media buying, targeting capabilities, bidding models, performance monitoring features, and campaign customizations.

Ad network vs. DSP- how can I choose between both?

Ans. You can choose between both by analyzing your needs and aligning them with the features offered by the platforms.

Who are the users of the ad network?

Ans. Advertisers, publishers, advertising agencies, SSPs, and DSPs are the main users of the advertising network.

Ad network vs. DSP- which is more suitable for small and mid-sized businesses?

Ans. Ad networks are more suited for small and mid-sized businesses as they offer optimal bidding rates with no extra fees or charges.

From the publisher’s side, there are SSPs (Supply-Side Platforms) that sell their ad inventory and maximize revenue. But what about the advertisers? Do they have platforms that simplify their media buying processes? There are DSPs (Demand-Side Platforms) that make media buying easier by allowing advertisers to automate and optimize their ad purchases across multiple channels in real-time. This is how DSP advertising works for advertisers and marketers.

So, if you are looking to access countless ad spaces across the internet in real-time, target audiences with precision across devices and formats, and consistently make your business visible, this blog is the perfect guide. It will help you understand DSPs, including their benefits, key features, and more.

DSP Advertising: Where Advertising Becomes Easy

What if we told you that you don’t need to go anywhere to buy ad space? You can get your ad space according to your demand! You might wonder how this is possible. Readers, it’s time to kick traditional approaches and outdated thinking to the curb and embrace a digital, time-saving approach: DSP advertising.

This is a smart technology that allows advertisers to buy digital ad space in a more efficient way. It automates and simplifies the process of purchasing ads across various platforms, which helps advertisers reach their target audiences effectively.

With DSPs, advertisers can set specific criteria, such as demographics or interests, to ensure their online ads are shown to the right people. This helps in maximizing the effectiveness of their online ad campaigns while reducing ad costs. Overall, DSP advertising makes it easier for marketers to connect with potential customers online.

The Perks of DSP Advertising

In earlier times, advertisers faced significant hurdles in their digital advertisement journey. However, with the launch of MediaMath, the first Demand-Side Platform (DSP) in 2007, the lengthy processes of ad space buying and successful advertising were simplified. Here are some key benefits of DSP advertising that advertisers enjoy, and you will too, once you partner with DSPs:

Quick and Efficient Process

Days are gone when advertisers used to manage Excel sheets, PDFs, and other digital and non-digital documents just for the sake of advertising (traditional or digital).

Now, the time has come for advertisers or media buyers not to need to look through all the long procedures; they can just click a single button in a few steps, streamline their ad campaigns, and access real-time data effortlessly.

This efficiency saves time, money, and effort in managing ad campaigns, allowing advertisers, media buyers, and marketers to concentrate on improving their online ads instead of dealing with paperwork. When advertisers have time, they can utilize it to create more effective strategies for promoting their business.

Low Cost Advertising

If we ask you, as an advertiser, what you look for when buying ad space, you will surely say that you look for a low CPM or CPC rate without compromising the quality of traffic.

Not only you but every advertiser will want this because there are other expenses as well, and the advertiser will manage all these. To keep the cost in mind, the best option for advertisers is to shake hands with DSPs because they offer low-cost advertisements to them.

As DSPs work on the auction-based process, they open up cost-saving opportunities for advertisers. Instead of paying higher prices for ad impressions directly from sellers, advertisers can benefit from auction-based pricing.

For instance, an impression that might typically cost $4 when purchased directly could be available for just $2.50 through a DSP (This is only an example. The actual price might fluctuate according to the level of competition in an auction.)

Fast-Results Like a Thunderbolt

The demand for DSP advertising is increasing every year. According to a report by GlobeNewswire, the global market size of DSPs was $5558.1 million in 2020, and it is estimated that it will reach $38000 million by 2027.

The primary reason for the high usage of DSPs is their quick and precise reporting to advertisers. Once advertisers create their ad campaigns and make them live, they can quickly access key performance metrics. Within just a few hours, you’ll see crucial data like:

• Impressions,
• Clicks,
• Conversions,
• Sales.

For instance, you can track where digital ads are running, which ads are performing best, how much revenue each ad generates, and more. This immediate and accurate feedback helps you understand user behavior, and you can improve your ad campaigns to deliver exactly what users like.

Some DSPs also offer in-depth insights in the numeric and with the proper graphical representation, which can make it easy for advertisers to look at and understand the performance of their ad campaigns.

The Expanded Reach That You Need

DSP advertising lets you reach a large audience by using different ad exchanges from one platform at the same time. Isn’t that amazing? It is. This means you can look for many ad placements at the same time, helping you find the best places to show your ads to the right people online.

With DSPs, you won’t miss out on valuable advertising opportunities, ensuring your brand achieves maximum visibility across different digital spaces. This expanded reach can significantly add value to your digital marketing efforts and the leads that you truly deserve.

Total Control in Your Hands

Every advertiser loves having control in their hands and full freedom when it comes to online advertising. With DSP advertising, you have complete control over your online ad campaigns. You can precisely target your audience and modify various settings to improve ad performance.

For example, you can select the optimal times to display your ads based on when your audience is most active, whether in the morning, evening, or night, limit how often individual users see your ads, and exclude specific channels or audience types.

This flexibility allows you to experiment with different ad strategies and optimize your advertising efforts for better results, ensuring your ads reach the right people at the right time.

Key Features of DSP Advertising for Advertisers

After looking at the benefits of using a Display-Side Platform for advertising, are you thinking of finding the right DSP for your needs? Wait! Before you go, take a look at the key features of DSP advertising listed below:

Targeting Capabilities

The first key feature that most DSPs offer to their advertisers DSP advertising is precise targeting options, and you should also look for them. There are more than 195 countries in the world, and advertisers can’t target those countries with traditional methods.

Not by the countries, but there are other ways to target the audience, such as by demographics, interests, device types, and browsing behavior. These targeting capabilities help advertisers showcase their offerings in front of the ideal audience only, which increases the return on investment, making their campaigns more efficient and effective.

Real-Time Bidding

Real-time bidding (RTB) is a crucial feature of DSP advertising that allows advertisers to bid on ad space in milliseconds. When a user visits a particular webpage, an auction occurs, and advertisers can compete for the opportunity to show their online ads.

This process is automated and happens quickly, ensuring that you only pay for ad placements that match your targeting criteria. With RTB, you can maximize your ad spending by only targeting high-value impressions, making your online advertising more profitable.

Various Budgeting Options

Many DSPs offer advanced budgeting strategies that help advertisers manage their spending effectively throughout a campaign journey. Some advertisers feel confused about which budget is perfect for these ad campaigns.

So, having a lot of budgeting options can simplify decision-making and ensure that advertisers can choose the best approach in DSP advertising for their specific campaign goals.

With DSPs, advertisers can set a daily budget, which limits how much they spend each day, ensuring their funds last longer. Campaign pacing allows them to control the rate at which their budget is spent so they don’t run out too quickly.

Additionally, a lifetime budget can be set for the entire campaign, giving advertisers a clear limit on their total spending. These options provide flexibility and control, allowing advertisers to optimize their ad campaigns without overspending.

Self-Serve Campaign Management Solutions

Self-serve campaign management solutions give advertisers full control over their ad campaigns. This feature allows media buyers and advertisers to manage all their ad campaigns and budgets from a single interface. Advertisers can track how their ads are doing and make changes as needed.

The creative management tool also helps them keep all their banners and ads organized in one place, making it easy to use them for different ad campaigns. This streamlined approach saves time and makes everything more efficient, letting advertisers focus on improving their strategies for better results.

Real-Time Analytics and Reporting

Analytics and reporting are important features of DSP advertising. They help advertisers see how well their ad campaigns are performing in real-time.

Different DSPs provide various reporting options that show important information on the advertiser dashboards, like ad impressions, clicks, and how much inventory was bought.

DSP also provides advanced analytics tools that give even more detailed insights, helping advertisers track performance on different levels. This clear information allows advertisers to make smart choices, improve their campaigns for better results, and understand how their ad budget is being used.

Availability of Premium Inventories

The next key feature of DSP advertising that you cannot ignore is access to premium inventories. DSPs connect advertisers to many ad exchanges, supply-side platforms (SSPs), and ad networks. This allows advertisers to reach audiences around the world.

They also include mobile inventory, which helps reach even more people. By using these advertising platforms, advertisers can show their online ads on high-quality websites and apps, improving visibility and engagement with their target audience. This wide access helps make digital advertising campaigns more effective.

Closing Words

DSP advertising is for advertisers who are fed up with old methods that involve long wait times and lots of paperwork. It transforms how advertisers manage digital ad campaigns by offering improved efficiency, control, and broader reach.

This blog is fully packed with valuable insights into DSP advertising. We have explored its benefits and key features and learned how it can transform the ad-buying process. As the digital landscape continues to change, adopting DSP advertising is crucial for advertisers who want to succeed in today’s competitive world.

Frequently Asked Questions (FAQs)

What do you mean by Demand-Side Platform?

Ans. A DSP is a digital platform that helps advertisers buy ad space in real-time across various digital channels, such as websites and apps. It automates the process of purchasing ad inventory, which increases its demand among advertisers.

Can small businesses use DSPs?

Ans. Yes, DSPs are suitable for businesses of all sizes. Many DSPs offer self-serve platforms that make it easy for small businesses to manage their ad campaigns without needing a large team.

Is DSP advertising expensive?

Ans. The cost of demand-side platform advertising can vary depending on factors like the chosen campaign objectives, targeting options, and the amount of ad inventory purchased.

Do I need technical expertise to use a DSP for advertising?

Ans. Many DSPs offer user-friendly interfaces and self-serve options that don’t require extensive technical knowledge. However, having a basic understanding of digital advertising concepts can be helpful.

How often should I monitor my DSP campaigns?

Ans. It’s recommended to monitor your DSP campaigns regularly, ideally daily. This allows you to make timely adjustments and optimize your campaigns for better performance.

Just imagine being able to reach your ideal audience with great precision and at the best possible time. This is not just a dream; it’s made possible by ad server and real-time bidding (RTB).

It’s hard to believe how ads were managed by advertisers and publishers three decades ago when we see how advanced and efficient today’s ad technologies are. Here is how it works today: When someone visits a website, there is a quick auction where advertisers bid to show their ad. This split-second auction ensures that your ad is seen by the right people, making your ad efforts more effective and profitable.

Ad servers manage and deliver these ads smoothly, while real-time bidding (RTB) decides the best placement for them. Together, they transform the way digital advertising is executed, making every effort valuable. Want to learn more about Ad servers and RTB? Check out this blog to get a deeper understanding of how they revolutionize digital ad effectiveness.

Ad Server: The Backbone of Digital Advertising

Before the internet, advertising involved a lot of paperwork and was quite complicated. When online advertising started over 30 years ago, it promised to make things easier by moving operations online. However, the digital advertising landscape grew rapidly, making things even more complicated.

With more publishers, advertisers, and consumers involved, traditional advertising struggled to keep up. To address this, forward-thinking professionals started building the foundation for what would become the backbone of digital advertising: ad server. Now, they are crucial for managing most online ad placements.

Here is the Real Meaning

An advertising server is an advanced tech platform that handles online ads for websites, apps, and digital platforms. It’s like a control center where advertisers, publishers, and ad agencies organize campaigns. Its main job is to show online ads to the right people, using info like location and interests. It also monitors the performance of ads, tracking views, clicks, and sales, which helps everyone determine whether their ads are effective or need adjustments.

For Advertisers

Ad servers assist advertisers by efficiently managing and distributing their online ads across various digital platforms. They create their ad campaigns and target specific audiences, and then the ad server acts like a smart matchmaker, finding the right ad for the right viewer on a publisher’s site. This laser focus helps them reach the most likely customers, track results, and fine-tune their campaigns for maximum impact.

For Publishers

Ad servers are essential for publishers to manage their ad inventory effectively. They sell ad space, choose the best ad for each user, and maximize revenue. This targeted approach not only boosts user experience but also attracts high-paying advertisers.

The Birth of the Ad Server: How Online Advertising Took Off

Ad servers were first introduced around 1995, in the early days of online advertising. Their main function was to help publishers manage and control the delivery of online ads. Initially, ad targeting was limited, relying on basic header information collected from users’ browsers, such as:

• Language settings
• Page URLs
• Browser type and version
• Operating system

Now, the question arises of who founded the ad servers. FocaLink Media Services, established by Dave Zinman, Andrew Conru, and Jason Strober, pioneered this field by setting up what could be considered the first ad server in 1995.

Evolution Of Ad Server

Ad servers have come a long way since they appeared. They have changed a lot to keep up with what advertisers and publishers need for a successful ad campaign. As we already learned, advertisers and publishers can now do things like target specific audiences, manage budgets, and control how often ads are shown.

These capabilities have also been integrated into newer platforms like Demand-Side Platforms (DSPs) and Supply-Side Platforms (SSPs), demonstrating the continuous improvement and integration of ad technology over time.

Advertising Servers Categories: First-Party and Third-Party Ad Servers

First-party and Third-Party ad servers are the two primary categories of advertising servers used in online advertising. Each serves distinct purposes and roles, which are given below:

First-Party Ad Server

A first-party advertising server, also known as a publisher-side advertising server (ad server for publisher), is a tool used by website and app owners (publishers) to manage their ad inventory and display targeted ads to their users. It acts as a command center for the ads on a site.

Here’s how it works

The advertising software runs on a physical server, either owned by the publisher or provided by an ad tech company. When a user accesses the publisher’s website or app, the advertising server receives a request to fill the ad space.

The server then considers various factors, such as the user’s browsing history or the content of the page, and selects the most relevant ad from the publisher’s inventory. This inventory can include ads sold directly to advertisers or those obtained through programmatic buying (automated auctions).

There are numerous types of first-party advertising servers designed to meet specific needs:

• Open-source- Free to use but require technical expertise for setup and maintenance.
• Display- Manage standard banner ad text ads.
• Video- Handle various ad formats, including pre-roll, mid-roll, and post-roll ads.
• Mobile- Optimized for displaying ads on smartphones and tablets.
• Native- Deliver ads that seamlessly blend with the surrounding content.
• Rich media- Support interactive ad formats.

By utilizing a first-party advertising server, publishers obtain more control over their ad space, enabling them to:

• Increase revenue
• Enhance user experience
• Acquire valuable data
• Third-Party Ad Server

Third-Party Ad Server

A third-party advertising server functions as a manager for advertisers, taking care of the technical aspects of their online ad campaigns. Advertisers or media agencies use this server to upload their ad creatives, manage their campaigns, and track the outcomes.

Here’s how it operates

When advertisers want to run ads on various websites, instead of directly uploading their ads to each site, they use third-party advertising servers. This server stores the advertiser’s creatives and works with other ad platforms (used by website owners) to deliver the ads to the appropriate places.

It serves as a central hub for the advertiser’s ad campaign, allowing them to control everything from one location and efficiently manage multiple campaigns across different ad serving platforms. These servers are typically equipped with features to aid with ad targeting, performance reporting, and testing of different ad variations.

The “third party” in the name indicates that the server is a separate entity from both the advertiser and the website owner. It sits in the middle, assisting the advertiser in effectively reaching their target audience.

Ad Servers vs. Real-time Bidding: What’s the Link?

If we talk about the advertising servers and real-time bidding, they both work differently, but there is a solid connection between them. They both have a close relationship in the context of online advertising. Both are vital components of the digital advertising ecosystem and collaborate to optimize the delivery and performance of online ads. Here’s the role that they perform in an ad ecosystem:

Advertising Servers

They are tech platforms that manage the delivery of advertisements to websites, mobile apps, or other digital platforms. They perform several key functions:

• Storing Ad Creatives- Advertising servers store the content of ads, such as images, videos, and text.
• Ad Delivery- They display ads to users based on specific criteria like targeting options, how often the ads appear, and the schedule for showing them.
• Tracking and Reporting- Advertising servers keep track of how many times ads are seen, clicked on, and interacted with. They also give detailed reports on how well the ads are doing.

Real-Time Bidding

Real-time bidding is a process in which digital ad impressions are bought and sold through automated auctions in real-time. We can say that it is a fully automated system in which advertisers compete in auctions for individual ad impressions just before they appear on a website or app.

This system enables highly targeted advertising based on various factors. It is a matter of a few seconds where advertisers have to decide whether they want to display their ad and how much they are willing to pay for that impression. The winning bidder’s ad is then displayed. This process involves multiple components:

• Supply-Side Platforms- Supply-side platforms (SSPs) assist publishers in selling their ad inventory by connecting them to multiple ad exchanges.
• Demand-Side Platforms- Demand-side platforms (DSPs) allow advertisers to purchase ad space from numerous publishers through a single interface.
• Ad Exchanges- Ad exchanges help with the auction process, where bids from advertisers (DSPs) are paired with available ad spaces from publishers (SSPs).

Relationship Between Ad Servers and Real-Time Bidding

As we understand their different purposes in an ad ecosystem. Now it is time to look at how they linked with each other:

Inventory Availability

Advertising servers provide information about available ad inventory to SSPs, which then relay this information to ad exchanges. This is the starting point for the real-time bidding process, where impressions are made available for bidding.

Ad Selection and Delivery

When an ad impression becomes available, an ad request is sent to the ad exchange. Demand-side platforms (DSPs) bid on this impression based on targeting criteria and budget constraints. The top bid wins, and the winning ad is delivered to the user via the ad server.

Observation and Analysis

Once the ad is delivered, the advertising server keeps track of the ad’s performance, such as impressions, clicks, and conversions. This data is important for advertisers to evaluate the success of their campaigns and for publishers to manage the value of their ad inventory.

Optimization

The data collected by advertising servers from delivered ads are utilized to optimize future bidding strategies. Advertisers can adjust their bids and targeting criteria based on the performance data provided by servers.

Importance of Real-Time Bidding in Digital Advertising

Here are some key points on the importance of Real-Time Bidding (RTB) in digital advertising for publishers and advertisers. Please take a moment to explore these points:

The Significance of RTB for Publishers

• Increased Revenue and Fill Rates- RTB (Real-Time Bidding) opens up your ad inventory to a large pool of advertisers who compete in real-time auctions. This competition helps increase the prices for your ad space, which may lead to higher CPMs (cost per mille) and overall revenue. Additionally, RTB helps fill unsold ad inventory by attracting more buyers, thus reducing empty spaces on your website and app.
• Real-Time Campaign Optimization- By using RTB, you can gain valuable insights into real-time ad performance. This helps publishers to see which ad types, placements, and audiences generate the most revenue. It enables constant optimization of your ad strategy to maximize your income and attract the most valuable advertisers.
• Greater Control and Transparency- Although real-time bidding (RTB) involves automation, this does not imply losing control. You can establish minimum bid prices (also known as floors) to guarantee that your ad space sells for an acceptable price. Besides, RTB platforms offer thorough reporting on the purchasers of ad space on your site, enabling you to make well-informed decisions about potential partnerships.

The Significance of RTB for Advertisers

• Cost-Effective Bidding- RTB allows advertisers to bid only on individual ad impressions that match their criteria. This prevents them from wasting money on ad placements that aren’t relevant. Additionally, the RTB process ensures that advertisers pay the lowest price possible for each impression, helping them maximize their return on ad spend (ROAS).
• Real-Time Data- RTB provides advertisers with real-time data on ad performance. They can see which demographics, devices, and placements generate the best results. With this information, they can adjust their bids and targeting strategies accordingly. This continuous optimization ensures that their ad campaigns constantly improve and deliver the best possible results.
• Increased inventory Access- In traditional ad buying, advertisers negotiate directly with publishers for specific ad placements. On the other hand, RTB offers a wide range of ad inventory on numerous websites and apps. This allows advertisers to reach highly relevant audiences that they may not have reached otherwise, thereby maximizing their potential customer base.

Conclusion

Ad servers and real-time bidding (RTB) have revolutionized digital advertising. Advertising servers manage ad delivery and track performance, while RTB uses auctions to ensure ads reach the right audience at the right price. Together, they benefit both publishers and advertisers.

Publishers can maximize revenue and fill ad space, while advertisers can effectively target their audience and optimize ad campaigns for better returns. By employing these technologies, advertisers and publishers can streamline ad delivery, optimize targeting, and maximize ROI.

Frequently Asked Questions (FAQs)

What is an ad server?

An advertising server is an ad tech platform that functions as a central control system for online advertising. It oversees the placement of ads on websites and apps, selecting the appropriate ad to display to a specific user at the right time.

What is real-time bidding (RTB)?

Ans. RTB is a process in which advertisers bid on individual ad impressions in real-time, just before they appear on a website or app. It’s like an automated auction for ad space.

How do ad servers and real-time bidding work together?

Ans. Advertising servers manage the delivery of ads and track their performance, while RTB uses real-time auctions to bid for ad space. They work together to maximize advertising efficiency.

What are the two primary categories of advertising servers?

Ans. The two main types of ad servers are first-party advertising servers (used by publishers) and third-party advertising servers (used by advertisers).

What are Demand-Side Platforms (DSPs) and Supply-Side Platforms (SSPs)?

Ans. DSPs allow advertisers to buy ad space from multiple publishers through a single interface, while SSPs help publishers sell their ad inventory by connecting them to multiple ad exchanges.

Suppose you run a “Footwear Store” and want to sell your designer shoe collections to as many people as possible. Instead of setting up shops on every street corner, you decide to partner with local malls to give your footwear store a space alongside their popular outlets. However, this targeted placement requires a charge.

By strategically placing your footwear outlet in high-traffic locations frequented by your target audience (Fashion lovers and Trendsetters), you can significantly increase your sales. In the online advertising world, this concept is similar to how Demand-side platforms (DSPs) function.

Are you making the most out of your online advertising budget? If you’re unsure, this blog is for you. Discover how DSP can transform your advertising strategy by delivering targeted campaigns, increased efficiency, and measurable results. Keep reading to learn how these platforms work and how they can help you achieve advertising goals.

Demand Side Platform: A Buyer’s Advantage in Ad Buying

In an overview, we gave an example of a shoe store that strategically places its outlet in a high-traffic location. We can say that this process comes under the traditional approach of buying a space for a good marketing purpose. It takes time and effort to find the appropriate location where your brand can catch the eyes of the audience. Here, the role of the demand-side platform becomes crucial. It streamlines the whole ad-buying process and makes it easy for advertisers through targeted advertising.

What does the definition say?

A demand-side platform (DSP) is a software-driven platform used by advertisers to manage the buying of ad space across digital channels. It acts as a central market where advertisers can purchase ad inventory from various sources in one place. This automated process eliminates the need to contact individual publishers or websites, making the procedure much more efficient for advertisers.

DSPs enable advertisers to set specific criteria for their ideal audience, budget, and the type of ad formats they want to use. The programmatic platform then automatically bids on ad placements on websites and apps that meet those criteria. This real-time bidding helps advertisers make the most of their budget by ensuring their ads are shown to the right people at the right time.

The Benefits of Trusting a Demand-Side Platform

Showing trust in DSP offers multiple benefits for you and all those advertisers seeking to manage and optimize their digital ad campaigns efficiently. Some of the benefits are given below. Please have a look:

Access To Multiple Ad Exchanges

It can be difficult to find the right ad space alone. A DSP serves as a large marketplace connecting you to various ad exchanges. This convenient platform saves your time and effort by allowing you to browse and buy ad placements from a wide range of websites and apps without facing the difficulty of manually sourcing.

Targeting Capabilities

Would you show a cat ad to a dog lover? Or new gadgets for senior citizens? Probably not, right? A demand-side platform allows you to target your ideal customers with precision. You can select criteria such as age, location, gender, and online behavior to ensure that your online ads reach the people most likely to be interested in them.

Real-Time Bidding (RTB)

Real-time bidding is like a quick auction for ad interactions (each time someone interacts in real-time to get you the best price and reach for your advertising budget. It’s a dynamic system that negotiates the best placement for your online ad at the most competitive rate.

Cost-Effectiveness

Most advertisers start their online advertising journey with a small budget, and that’s a good move. However, sticking to the same budget can limit your campaign’s reach and potential growth. We are not saying that you can expand your budget on irrelevant targeting. You can invest your ad budget in the audience that is most appropriate for your business, and DSP can help you do just that.

By automating the bidding process and targeting the right audience, you can avoid wasting money on irrelevant views and clicks. Additionally, you get access to a wider range of ad spaces at competitive prices, maximizing your return on investment (ROI).

Efficiency and Scale

Managing multiple ad campaigns across various websites is a headache! However, using a DSP makes it simple. A Demand-Side Platform simplifies everything for advertisers. You can handle your ad campaigns from a single platform (setting up, managing, and tracking your campaigns). This saves you loads of time and energy, so you can concentrate on growing your business and hitting your market targets.

Demand-Side Platform Versus Supply-Side Platform: Here is the Breakdown!

Display advertising is a whole ecosystem made up of the DSP, SSP, and ad exchange. Above, we understand the DSP and its benefits, but do you know who arranges the pricing and availability of ad inventory on the publisher’s side? That’s the role of the Supply-Side Platform.

DSP and SSP are both essential components of programmatic advertising, but they serve different purposes. Advertisers use DSPs to efficiently purchase ad space across multiple websites. DSPs offer features such as audience targeting and budget optimization to ensure that ads reach the right audience.

Publishers use Supply-side platforms (SSPs) to manage and sell their ad inventory. SSPs connect publishers to ad exchanges and DSPs, enabling them to display their available ad space and set minimum prices. SSPs help publishers maximize their revenue by obtaining the best possible price for their ad inventory through real-time auctions.

Despite DSPs and SSPs representing opposing sides, they collaborate to create a programmatic ecosystem that benefits both advertisers and publishers.

How a Demand-Side Platform Operates

Now, we understand that a DSP plays a very important role in the digital advertising ecosystem. It allows advertisers to purchase ad space across various ad exchanges and publishers through a single ad space. But how does it work? Here’s an overview of how a typical DSP functions:

Ad Inventory Aggregation

A demand-side platform (DSP) functions as a large digital marketplace for advertising space. It links to different ad exchanges and supply-side platforms to gather ad inventory from websites, apps, and other digital platforms. This allows advertisers to use a wide range of ad spaces to display their online ads.

Campaign Setup

Advertisers begin by setting their campaign goals within the demand-side platform or ad network. They set campaign objectives, such as boosting brand awareness, driving website traffic, or generating leads and sales. Additionally, they specify targeting parameters to reach their preferred audience, including:

• Demographics
• Interests
• Locations
• Device Types

The DSP then utilizes this information to identify the most suitable ad placements for the ad campaign.

Real-Time Bidding (RTB)

When a user engages with a website or app that has available ad space, an ad request is sent to the ad exchange. After that, the ad exchange conducts a real-time auction, inviting bids from DSPs interested in displaying ads to that user. The Demand-side platform evaluates the ad opportunity based on the user’s profile and the advertiser’s targeting criteria. If the DSP decides to bid, it submits a bid amount for that impression in milliseconds.

Bid Evaluation and Ad Serving

The ad exchange gathers bids from several DSPs involved in the auction. The bid that wins is chosen based on the highest amount and other factors such as ad quality and relevance. The ad from the winning DSP is then displayed on the website or app in real-time as the page loads. This whole process, from impression availability to ad serving, can happen in an eye-blinking time.

Campaign Optimization

The DSP continually monitors campaign performance in real-time, analyzing metrics such as:

• Impressions
• Clicks
• Conversions
• Other KPIs

Advertisers can then adjust bids, targeting, or even creatives to optimize the campaign for better results.

Budget Management

Advertisers allocate budgets within the DSP platform to specify the total amount they are willing to spend on advertising. The demand-side platform assigns bids across different ad placements and adjusts them as needed to maximize the impact within the set budget.

Reporting and Analytics

The DSP gives advertisers thorough reports and analytics showing how well their ad campaigns are performing. These insights enable advertisers to assess campaign effectiveness and pinpoint areas for improvement. It also helps them make data-driven decisions for future campaigns.

Main Components of a Demand-Side Platform

To perform its automated operations effectively, a demand-side platform relies on several key components:

Bidder

The heart of the DSP functions as an automated negotiator for your ad placements. It analyzes available ad impressions (opportunities to display your ad) across the web and bids on them in real-time auctions. The bidder utilizes the targeting criteria you’ve set, such as demographics and interests, to find the most relevant placements for your ad.

It also takes into account your budget constraints to optimize the bid it places, ensuring you get the most value for your invested money.

Budget Manager

The budget manager helps you keep your ad spending in check by allocating your total budget across your different ad campaigns and placements. It provides real-time insights into your campaign spending, allowing you to adjust your strategy as needed. This way, you can optimize your campaigns for desired results without exceeding your advertising budget.

Ad Server

The ad server plays a crucial role in delivering ads, working closely with the demand-side platform. Once the DSP wins an auction through the bidder, the ad server fetches the ad creatives and delivers them to the designated location on the publisher’s website or app. Ad servers ensure that ads are served smoothly and optimize ad placements for better performance.

Conclusion

Using a demand-side platform (DSP) makes online advertising simpler for advertisers. DSPs give access to a wide range of ad space, let you target specific audiences accurately, and bid for ads in real-time to reach the right people at the right time. This helps advertisers run cost-effective campaigns with measurable results.

With features like campaign optimization, budget management, and detailed reporting, DSPs make it easy to make smart decisions based on data. Integrating a demand-side platform into your digital advertising efforts can be incredibly valuable if you want to step up your advertising game.

Frequently Asked Questions (FAQs)

What is a demand-side platform?

Ans. A DSP is like a marketplace where advertisers can find the right places to show their ads to the people they want to reach. It helps advertisers save time and money by automating the process of buying ad space.

Why should I use a demand-side platform?

Ans. Using a DSP saves you time and effort by automating the process of buying ad space. It also allows you to target your ideal audience and get the most out of your budget.

How does a DSP work?

Ans. The demand-side platform gathers ad inventory from various sources and then uses your campaign goals and target audience to find the best places to show your ads. It automatically bids on these spots in real-time auctions and delivers your ads to the winning placements.

What role does real-time bidding (RTB) play within the framework of DSPs?

Ans. Real-time bidding is like a quick auction for ad space. When someone visits a website or app, DSPs bid in real-time to show ads to that person. This happens in a quick time to get the best ad placement at the best price.

How do DSPs and SSPs work together in the digital advertising ecosystem?

Ans. DSPs and SSPs work together to create a programmatic advertising ecosystem. DSPs help advertisers buy ad space, while SSPs assist publishers in handling and selling their ad spots. This collaboration ensures that ads reach the right people and offers benefits to both advertisers and publishers.

Are you fed up using ad agencies for your ad campaigns? 7Search PPC, a self-serve ad network, provides full control over your ad budget and targeting, with the hassle of negotiating with a mediator. We allow businesses of all sizes to create, launch, and manage their ad campaigns on their own.

In this blog, we will discuss how our self-serve ad network can help you take charge of your ad campaigns for improved control and desired results.

Self Serve Advertising: Take Control Of Your Ads

One cost that most marketers are concerned about after they decide to promote their products and services through various advertising mediums is the cost of advertising. This cost decides the momentum of the whole ad campaign. But what if you can’t control your advertising cost if you are not getting the desired results? That’s totally unfair to you as an advertiser. Nowadays, self-serve advertising platforms give advertisers full control over their ongoing ad campaigns so that they can manage their budget according to the results they are getting.

This is a way for advertisers to manage their ad campaigns without the help of intermediaries or salespersons. It works through user-friendly platforms that allow them to create, target, and track their online ads. This type of advertising is rising as a great option for brands of all sizes, from startups to giant ones.

With self-serve ad platforms, businesses have more control over their ad campaigns. They can decide how much to spend, who to target with their ads, and how to measure their results. This enables businesses to optimize their ad budget and effectively target their audience. Isn’t it amazing?

The Advantages of Self Serve Advertising

Self-control advertising provides many benefits for advertisers, making it a popular choice nowadays. Here are some of the key advantages:

Greater Control and Flexibility

What do you expect while creating and launching your ad campaigns? Greater control and flexibility, right? You can’t get this benefit through traditional ad agencies, but you can get it from self-serve platforms like 7Search PPC. You can set your budget, campaign duration, ideal audience, and specific ad format. This allows you to experiment, optimize, and customize your strategy. You no longer have to wait for sales representatives or be restricted by pre-packaged options.

Quicker Campaign Launch and Lower Costs

Time is important for everyone, especially for advertisers. Traditional ad agencies or platforms take a lot of time to set up and approve ad campaigns. Now, it’s time to say goodbye to long negotiations and complex campaign setup procedures. Our self-serve platform, 7Search PPC, simplifies the entire process. You can independently create, launch, and manage your campaigns, which saves you valuable time and resources.  By eliminating the middleman, you can potentially reduce overall advertising costs. Self serve advertising also allows you to concentrate fully on your campaign, which increases your ROI as well.

Real-Time Performance Tracking and Optimization

We no longer have to wait for reports like we did in the past. If you choose 7Search PPC for self serve advertising, you will get the benefit of real-time performance tracking. We give instant access to detailed campaign performance metrics. You can view how your online ads are performing, including clicks and conversions. This enables you to pinpoint what’s effective and what’s not and make real-time adjustments to boost your sales.

Targeting According To Your Needs

If your ideal audience lives in the USA and your ad agency shows your ads in Uganda, will this be beneficial for you? No, it will not. Advertisers mostly face these types of problems because of their total dependency on these ad agencies. With the help of self serve advertising, you can target your ads based on your own research, and no one can interfere in your decision because you are your own boss.

7Search PPC provides advanced targeting options. You can specify your ideal audience based on operating systems and locations. This precise targeting ensures that your ad reaches the most receptive audience, resulting in higher CTRs and better conversion rates.

Budget-Friendly Advertising

Self serve advertising is appropriate for all kinds of businesses. Why? Because the type of budget control it provides is unmatchable. If you are a start-up and want to create your ad campaign with a self-service platform, then you can start with a small amount. It gives you confidence in running an ad campaign where you can adjust your budget according to the performance. If you are an old player in the industry, then you can also choose how much money you want to spend and increase it later if your ads do well.

Key Components of Self Serve Advertising

Self-service advertising allows users to independently create, manage, and optimize their ad campaigns. Key components of such platforms typically include:

Demand-Side Platforms (DSPs)

A DSP operates like a large ad-buying marketplace for advertisers. It helps them manage their ad campaigns on various ad exchanges and supply-side platforms (SSPs) from one place. Advertisers can set their budget, target audience, and the type of ads they want ( like text or banner) in the Demand-Side Platforms. Then, the platform automatically bids on ad spaces that match their criteria, with the goal of getting the best spots for their ads.

Supply-Side Platforms (SSPs)

SSPs serve as a central hub for publishers, connecting their websites or apps with multiple ad exchanges. This helps maximize the number of advertisers competing for their ad space. The SSP optimizes the value of the space by presenting it attractively, negotiating ad bids from advertisers through ad exchanges, and ultimately delivering the highest-paying ad for each impression.

Ad Exchanges

Ad exchanges are like marketplaces where the action happens. In these exchanges, DSPs (representing advertisers) place bids on ad space offered by publishers through SSPs. This all happens in real-time, with bids taking place in milliseconds. The ad exchanges use a complex algorithm to determine the bid based on factors such as:

• Price
• Ad Format
• Targeting Criteria

The online ad is then displayed on the publisher’s website or app.

Top Self Serve Ad Network in the Market

When you look around the market for the best self serve advertising network, you will see that many ad networks are ready to offer their services. But not all of them are reliable enough to invest your ad budget in. 7Search PPC stands out as the most amazing ad network that is popular in providing self serve services. Our ad network not only talks about freedom like others, but we truly believe in providing to our beloved clients. On our platform, you can easily create your ad campaign and track its performance in real time. With a minimum budget of $100, you can unlock the valuable benefits that other advertising networks can’t match in terms of affordability, flexibility, and performance tracking.

Why 7Search PPC?

7Search PPC can make your brand popular not only locally but worldwide as well. Our self-serve ad platform has a vast network of genuine publishers with quality traffic. The best thing is that we can’t easily trust them. Our team meticulously verifies each publisher to ensure high-quality traffic for your ad campaigns. Our main focus is on quality, and we can’t compromise it at any cost. We delivered many successful ad campaigns, and most of them exceeded our client’s expectations. They experienced magnificent results on our ad network, which also gives us the motivation to innovate and push boundaries in the realm of online advertising.

Self Serve Platform: What It Means in 7Search PPC

At 7Search PPC, we respect the value of freedom that truly our clients deserve. We created an advertising system where we permit our users to independently manage their ad campaigns without requiring extensive assistance from a salesperson. However, we offer a dedicated ad manager for those clients who want personalized support and guidance to increase the effectiveness of their ad campaigns (T&C apply). Here is a breakdown of key features:

Campaign Management—7Search PPC’s self-serve platform gives you full control over your ad campaigns. You can create campaigns, set your budget (daily or minimum), target specific GEOs, Choose ad formats, and define bidding strategies—all within the platform. This eliminates the need for quick communication with account managers, allowing for faster campaign launches and adjustments.

Full Control- Our ad network gives you full control over your ad campaigns, unlike typical advertising services. You can adjust or modify your budget, targeting options, ad creatives, and bidding strategies in real time based on performance data. This flexibility helps you optimize your campaigns for maximum impact and return on investment ROI.

Transparency and Reporting- Our self serve advertising platform offers thorough reporting tools that provide valuable and informative insights into your campaign’s performance. You can gauge essential metrics such as:

• Clicks
• Impressions
• Cost Per Click (CPC)

It can help you understand the effectiveness of your campaigns. This transparency in data gives you the power to look and identify what’s working and what needs improvement, enabling data-driven optimizations.

Accessibility-  7Search PPC offers advertisers convenient access to their PPC campaigns at any time. Our ad network is designed to be user-friendly, even for those with limited advertising experience. This includes providing:

• Clear instructions
• Intuitive Navigation
• Tutorial Resources

It can guide you quickly and confidently manage your ad campaigns.

Conclusion

Self serve advertising platforms empower businesses to take control of their ad campaigns. Unlike traditional ad agencies, they offer flexibility, transparency, and cost-effectiveness. With 7Search PPC’s user-friendly platform, you can create, launch, and manage your ad campaigns yourself. Our real-time reporting and targeting options ensure you reach the real and ideal audience and optimize your campaigns for better results. With a minimum budget of $100, you can experience the benefits of self serve advertising and take your brand to new heights.

Frequently Asked Questions (FAQs)

Why should I switch to a self serve advertising platform?

Ans. Traditional ad agencies can be expensive and time-consuming. Self serve ad platform gives you more control over budget, targeting, and campaign performance.

What are the key components of self serve advertising?

Ans. Demand Side Platforms (DSPs), Supply Side Platforms (SSPs), and Ad Exchanges are the key components of self serve advertising.

What is 7Search PPC, and why should I choose them?

Ans. 7Search PPC is a self serve ad network offering a user-friendly platform, a large network of publishers, and real-time performance tracking. Its focus is on quality traffic and has helped many businesses achieve successful ad campaigns.

How much does it cost to use 7Search PPC?

Ans. You can kickstart your ad campaign with a minimum budget of $100. There are no hidden fees, and you only pay for the results you get.

Is self serve advertising a good fit for my business?

Ans. Yes, it is a great choice for all sorts of businesses, whether they are just starting out or have been around for a while. It’s cost-effective and provides you with greater control over your marketing efforts.