Posts tagged with 'demand-side platforms'
Chris O'Hara, Co-Founder and CRO of Bionic Advertising Systems, is the author responsible for our recently published Programmatic Marketing: Beyond RTB Best Practice Guide.
Below, he answers some questions about the new programmatic direct landscape and other topics covered in the report.
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%).
A key trend highlighted in our recently published Real-Time Bidding Buyer’s Guide is that media buyers working with RTB for their display campaigns are gradually translating these capabilities to other channels, such as mobile, video and social.