The way we consume content has changed a lot – instead of watching traditional linear TV, more and more people choose online streaming services. There is nothing surprising about that: CTV services are rich in low-cost and free content, and are available at any time and place. Viewers prefer watching their favorite shows when they want to and therefore are opting for CTV instead of TV.
To be successful, advertisers and marketers should accept these changes in viewer behavior and follow their potential target audience wherever it goes. Today, their task is to connect to their viewer on CTV. How to do that efficiently? You should definitely try using a DSP.
What is a DSP and how does it work?
So, let’s start with the basics. What is a demand-side advertising platform? This is automated software that allows advertisers to purchase high-quality traffic with minimal obstacles. In general, a DSP platform works as follows:
- The advertiser uses the platform’s dashboard to upload content, set targeting parameters, and establish a budget;
- The platform starts searching for publishers within its network to find the inventory that fits advertiser’s needs;
- The DSP platform itself, without human interaction, makes a bid for an ad placement;
- The platform resolves the bid and places an ad if the criteria matches;
- The platform processes the payment.
Even though the process might seem a bit complicated, it happens in a matter of milliseconds.
How to choose a reliable platform?
If you are serious about advertising on CTV, you should choose a DSP while considering the following aspects:
- Make sure that the traffic source is trustworthy
You are going to pay for traffic, which means that you must be 100% sure that it comes from a verified platform that provides top inventory. Review the partnerships of a chosen platform and see if it ensures access to a trusted marketplace.
- Check targeting capabilities
To create a great CTV audience, you should have extensive targeting options. Reliable DSPs provide numerous targeting settings, including address, age, gender, and more. Also, you should pay attention to targeting by publishers, like duration of ads, bundles, etc.
- Customizable campaigns
A demand side platform should have fine-tuning and customizable campaigns. It is essential to know that you, as an advertiser, can adjust settings like micro-bidding, budget, and other preferences regarding publishers’ inventory.
- Tools that ensure safety
For a CTV campaign, it is crucial to establish a high level of security. A lack of regulations on a video advertising platform can lead to fraud, lack of control over your campaign, and tons of low-quality content where your ads will appear. This might harm your brand reputation and incur losses. Make sure that a platform includes pre-bid technologies, which are crucial for safe advertising. Also, check if there are post-bid and viewability measurements to integrate your preferences and track the process.
Demand-side platforms are efficient when it comes to CTV campaigns. They are self-served, which allows you to control most of the processes and make adjustments regarding your needs. You are the one to make decisions, but when it comes to complicated tasks, the platform’s algorithms help you manage the media buying process. The services deliver rich advertising opportunities and it is up to you to choose the best of the pack, regarding your current budget, aims, and business scale. Good luck!