2010 is showing huge client-side demand for more accountable and effective cross channel measurement, looking at the interplay between PPC, SEO, display, email and affiliates.

Demand-Side Platforms (DSPs) can bring another piece to this digital jigsaw. DSPs allow improved performance and ROI for an online display campaign. They give advertisers greater control over targeting and managing their online media campaigns.

Over recent years the online display market has become more and more fragmented. This has presented numerous challenges for advertisers when it comes to buying display advertising. Buying media across multiple platforms can be a very complex matter.

DSPs make this process a lot simpler, and offer advertisers and agencies the opportunity to buy across multiple platforms and inventory sources. In a nutshell, they allow advertisers a new way to purchase and manage auction-based (display) media.

The drive for digital marketing efficiency is pushing agencies to change, adapt, and use technology that can attribute, and hence distribute, spend effectively across all of these channels and piece together ad inventory from numerous, fragmented sources.

Being able to purchase, optimise, measure, and combine display and search data is just about as exciting as it gets for many a digital/search marketer.

Google’s purchase of Invite Media shows how serious this opportunity is. Yahoo has the technology, and many companies in the USA and in the UK are launching, testing and building DSPs as you read.


So what does the rise of demand side platforms mean to search and display marketers?

  • They provide a single interface to manage search and display that connects to the numerous and vast amounts of ad exchanges.
  • DSPs include real time bidding and portfolio optimisation to build upon automated bid management capabilities.
  • They help control and management of budgets across all media types and ‘connect the dots’ across all media channels.
  • The advertiser has better transparency, efficiency, and accountability. Clients are looking for technologies to help them ‘re-visualise’ cross channel data and run different scenarios to better understand and predict how search and display interacts and will interact in the future.
  • Enables real insight into behaviour and allow the retargeting of users across a multitude of platforms.
  • As the relationship between PPC and display is becoming increasingly important advertisers can use PPC data to conduct forecasting and make purchasing decisions in a single platform.

The use of real-time bidding to buy display advertising space and optimise display advertising campaigns, combined with search optimisation, gives access to all cross channel metrics and future decision making. 

This is a very powerful combination.