Programmatic has been gaining traction for over a decade, and while we’ve seen a steady stream of acquisitions and mergers, it remains a saturated and complicated market. However, given the needs of the market, this is to be expected. Each DSP offers a slightly different value proposition, and more often than not, the best DSP will vary depending on the specific goals of each client.
We asked Greg Endean, Commercial Director for Northern Europe at Beeswax, to give us his advice on the crucial points to consider when choosing the right DSP for your business.
1. Optimization
Optimization is very important for australia number screening programmatic advertising today and DSP offerings can be divided into two camps: standard optimization and custom optimization. Both can be based on algorithms; the main difference between the two is usually the degree of control and transparency they offer.
Standard optimization tends to be more of a black box: you set your campaign goal and the DSP algorithm automatically takes care of balancing performance and scale. Standard optimization is typically used for generic KPIs like completed views or clicks.
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