If you're not sure whether you should use demand side platforms (DSPs) for your advertising campaigns, this post is for you.
One of the biggest reasons to use DSPs, if not the biggest, is the wealth of targeting data for advertisers that DSPs provide. Inside even just one DSP, there can be over 200 different data sources, and we estimate over a million different rows of existing data segments. These data segments reach people at a variety of different times.
Here are some of the examples of the datasets we can target: people that have similar characteristics to the ones who bought Oreos at the supermarket; people who are planning a trip to Curacao; people who fly out of JFK; people have a FICO score above a certain number; people who are doing certain types of web searches for different types of products; people who are going into an actual store and shopping for particular products.
We can target people who watch Netflix; people who watch specific shows on linear television; people who drive a certain model of car; people who live in a certain type of neighborhood; people who have a certain type of lifestyle. (Let's say they have two cars, two kids, and a $2M home, for instance.)
We can target people based on their financial status; their business in New York City; how long they've worked and the types of credit cards they have.
If these data options alone haven't convinced you to use demand side platforms, stay tuned for additional posts about DSPs and programmatic media buying.
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