DSPs Are Going DIY
digiday:DAILY is a regular content hub and e-newsletter that features the top stories in digital media and marketing with a focus on digital content, advertising, and emerging platforms. John Gaffney, the award-winning journalists, recently wrote a great review of our self-service launch. Here’s what he had to say.
DSPs are going DIY. Demand-side platform LucidMedia announced the launch of a self-service version of its formerly managed service software yesterday, hoping to enable agencies and their clients to gain full-control over their targeted digital campaigns.
Ajay Sravanapudi, LucidMedia Founder and CEO, says the self-service switch will give agencies accessing an in-house, “white labeled” solution with a proprietary base of more than 14,000 targeted categories, page-level transparency, and multiple layers of filtering to protect branded advertisers from inappropriate content. He also says the DSP has not overlooked the publishing side of the business.
“The industry trend of self service DSPs also impacts publishers positively. Many immediately discount the notion that what is good for the demand side can also be good for the supply side of the equation. But the trend is actually good for the whole display industry,” he says. “Early on, publishers heard that the advent of mega-exchanges would only drive down display media prices. The story was that premium inventory would be treated as interchangeable across the big networks and traded like commodities. But the self service DSPs have actually done the opposite. They have allowed publishers to differentiate their inventory in ways never before thought possible. What we really faced were insufficient tools for buyers and sellers to truly value impressions properly and that is what the DSPs, and the readily available self service front ends, are doing for publishers.”
Sravanapudi also believes publishers that are creating real value and results for advertisers can now be compensated for this service through the agency self service platforms like LucidMediaDSP. Agencies will have a new level of unified, actionable optics and insights, he says. Tools like billing and reconciliation are integrated making proper attribution a reality, allowing for true differentiation and proper valuation of the publisher’s impressions.
Among the features:
* Real-time Assessment (RTA): LucidMedia’s RTA provides immediate insights into real-time bidding availability covering up to 95% reach potential in the US;
* Real-time bid (RTB) inventory availability: Agencies and advertisers can get real-time insights by channel and by demographics, delivering the most flexible optimization available;
* Dynamic inventory allocation:Inventory from all real-time bid sources, as well as spot buys, is automatically allocated to campaigns, enabling more efficient ad operations teams and higher returns;
* Page-level semantic transparency: Provides deep insights into what drives the desired campaign outcomes and maximum campaign performance;
* Proprietary content and audience targeting technologies: A universal frequency cap (UFC) and server-side database provide maximum control and leverage.
Tags: demand-side platform, DSP, real-time bidding, rtb