So what does a demand-side platform [DSP] do, exactly?

via What Demand-Side Platforms Can Mean for a Media Plan – ClickZ.

So what does a demand-side platform do, exactly? They typically offer the following common features:

  • A single system that connects to multiple ad exchanges and other media suppliers, accessed by a single user interface.
  • Campaign management tools to manually target or automatically optimize campaigns.
  • Automated bid management capabilities, often including real-time bidding.
  • Advanced analysis and “decisioning” about the value and desirability of ad impression opportunities.
  • Ability to capture and manage brand data and third-party data to improve targeting.
  • Control of budgets and campaign rates — across all media sources.
  • Fully integrated reporting of campaign performance across multiple media suppliers.
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