A demand side platform (DSP) is a tool for advertisers to allow them to trade across ad exchanges and other ad platforms at a lower cost than can be achieved through individual site buys. DSPs enable display ad trading through a live auction for ad space on a broad selection of sites, placements and to reach disparate audiences. Much of this is done in ‘real time’, otherwise known as real-time bidding (RTB). A DSP can be used to target display with great precision and at low cost. Kaizen uses a range of targeting methods to reach the right audience including;
Real-time bidding is a buying technique which allows advertisers to purchase ad impressions at the moment they are served. When an ad impression is called by a user’s browser, advertisers, who wish to purchase the space based on pre-defined targeting, are entered into an auction and the impression is given to the highest bidder.
RTB is powered by faster computing power and technology that enables millions of impressions to be bought in real time with a targeted ad being delivered to the user within the blink of an eye. RTB benefits are:
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Our industry leading trading desk experts work hand in hand with our media planning and buying teams so that all opportunities uncovered in the RTB campaigns can be shared and applied to other media channels. This agility means we maximise the ROI generated for our clients by media campaigns as a whole, harnessing the ability of ad exchange, real-time bidding and all other media channels to reach targeted audiences efficiently.
The Kaizen trading desk team continuously measure and optimise campaigns based on their direct response value and the impact they have on all digital media channels.
To maximise the returns from your online marketing budget using the agility and expertise of our trading desk and media planning teams, contact us today.