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.
Why You Should Use Demand Side Platforms (DSPs)
Video Transcript: Why You Should Use Demand Side Platforms (DSPs)
How excited would you be if you were able to target people based on the purchases they make on their credit card or because they visited a specific store in your neighborhood? That's the power of the data that exists inside demand-side platforms. So the demand-side platform is a central hub for media buyers to access inventory across the open web, connected television, digital out-of-home, digital audio.
And what we're talking about with data is an estimated over 750,000 pre-existing data sets that compile information about the things we do day in, day out, the places we go, the things we search for, the purchases we make both online and offline, not to mention a whole slew of demographic, psychographic, and purchase intent data. In other words, the lifestyle that you live, the information that you consume, the media that you consume, the people that you follow, all of that activity is being aggregated as a consumer and delivered to media buyers in the form of data segments in a demand-side platform. So if you need help to reach consumers in a very targeted, narrow way, you really want to understand the data segmentation capabilities within a demand-side platform.
And to wrap up this video, there's an estimated over 750,000 data segments in one platform alone. There's over 200 different data partners, including Acxiom, Nielsen, Experian, Visa, MasterCard, TransUnion, really big names in data. That make marketers a lot smarter about who they target and where they target these ads.
I'm Robert. I'm the CEO of Brill Media. We're a white label media buying partner for agencies.
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