Understanding Demand-Side-Platforms

Arno Schäfer () and Oliver Weiss ()
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Arno Schäfer: 161MEDIA B.V.
Oliver Weiss: Adform Germany GmbH

A chapter in Programmatic Advertising, 2016, pp 75-86 from Springer

Abstract: Abstract Programmatic Advertising has fundamentally changed the entire spectrum of online advertising. For this form of advertising the technical basics are an essential requirement. The buying decision of every specific ad-impressioxn is made by the algorithm of the Demand-Side-Platforms (DSP) rather than by a person. Technological features are far more important on the demand side than on the supply side. When it comes to selecting the right partner, it is important to know that there are relevant differences primarily of a technical nature between the various DSP players on the demand side. The US and the European as well as the rest of the online media markets generally have different structures which affect the demand side or the implementation of technology on DSPs. Very often it is overlooked that also marketers on the publisher side can directly benefit from the technology that was originally developed for the demand side. This means that a marketing company – with or without an Supply-Side-Platform (SSP) – is able to achieve its main objective for its own inventory as an independent purchaser of significantly increasing the eCPM. The whole industry is rapidly developing and also changing: Using all relevant devices to target advertising consumers or automating the process of technically implementing buying of TV spots will become significantly more important over the next few years and completely change the current way of planning media.

Keywords: Demand Side; Steam Engine; Advertising Agency; Technology Provider; Advertising Budget (search for similar items in EconPapers)
Date: 2016
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DOI: 10.1007/978-3-319-25023-6_6

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