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In a competitive real-time bidding marketplace it is important for demand-side platforms (DSPs) to deliver a high level of service and manage client expectations, however our new Online Advertisers Survey Report suggests that this isn’t always the case.
On the plus side though, marketers also appear to be pleased with the targeting and reporting capabilities that DSPs can offer.
In fact, improved targeting was cited as the main benefit (67%) of working with DSPs, followed by real-time understanding of campaign performance (53%) and the ability to buy at impression level (53%).
What are the benefits of working with DSPs?
The Online Advertising Survey Report, published in association with advertising technology company Rubicon Project, is based on a survey of more than 1,000 advertisers and publishers. The charts here include the combined data for advertiser and agency respondents.
The research explores online advertising trends, including budgets, use of different channels, real-time-bidding (RTB), demand-side platforms (DSPs) and private marketplaces.
And for more information on how data influences marketing, come to Econsultancy’s Crunch event on October 10 next week at Truman Brewery London.
Crunch is the event for the analysts, strategists and boffins who turn raw numbers into insight, then revenue. This event is one of five that make up our Festival of Marketing.
Challenges with DSPs
The report also asked respondents to identify the main challenges that arise when working with DSPs, with 64% of advertisers identifying the availability of inventory followed by 48% who cited poor service levels.
On a positive note, there has been a slight decrease in the proportion of respondents citing under-delivery of campaigns as a challenge of working with DSPs, down from 49% in 2011 to 45% this year.
However it is important to note the low respondent level for this question, meaning the error variance will be quite broad.
What are the challenges you face working with DSPs?