The technology layer to act on top of Demand-Side Platforms (DSPs) is the latest, most innovative advancement in the programmatic tech development. Its core purpose is to bring a new level of simplicity and empowerment into the programmatic advertising process. We have all heard the buzzwords “data-driven advertising”, “cross-channel measurement”, “integrated strategy”, “real-time optimization”. The technology layer on top of DSP is the industry’s latest answer to allow advertisers implement easily and efficiently these tactics into their buying strategies.
Let’s begin with a bit of myth busting. This is not a new type of DSP. As the word “layer” suggests, it is a technological solution that neither replaces nor takes away from the functionalities of a DSP. Instead it is specifically designed to improve them and be a powerful “ingredient” into the programmatic buying technology mix.
Real-time complete overview on the campaign performance and the market behaviour. You know how the Bloomberg Terminal used in financial trading gives everything there is to know about the buying dynamics and the market flow? The layer on top of DSPs improves the quality of the present equivalents to the Bloomberg Terminal in the AdTech industry. It collects in real time all data related to the KPIs behaviour and they way the market responses to them. All information that is streamed from and in the DSPs is further enhanced with “on the spot” valuable information and thus advertisers are able to gain more complete perspective on the impact of their decisions.
Enriched data to inform advertising decisions. Getting that incredible amount of useful information is only the first step. The layer on top of DSPs is the insightful medium that helps advertisers transform the bulk of data they’ve received into actionable insights. The algorithms used during this process allow in-depth examination of the data and provide the media buyers with concrete information on market dynamics that need to be taken into account, consumer behaviour patterns to be considered and advanced feedback on the buying strategies achievements. This level of enriched data allows advertisers to improve the efficiency of their consumer dialogue and the profitability of their advertising efforts.
Real-time campaign optimization. Reflectiveness of actions is what brings the real results in the fast-paced environment of the programmatic media buying. Knowing what to do and being able to implement it immediately is the “holy graal” of ad buying strategies. For this purpose the the layer on top DSP is specifically equipped with solutions to enable advertisers to modify directly their campaigns. Most of the times this would imply the use of an Artificial Intelligence optimization engine. Well...not only. For example what we did in Skylads, was to build an integrated decision-making dashboard (Skott 360) which allows the monitoring and analyses of data we talked about earlier, but most importantly enables advertisers to directly act on their campaigns.
This can happen in two ways - through a designed functionality within the platform, an Action Bar that allows advertisers to change their buying strategy directly, or through our A.I. engine R.Skott.io. We’ve built R.Skott to be particularly flexible to the advertiser’s preferences, and before he is activated, the advertiser sets what parameters need to be considered and for how long he wants the robot to be working on the campaign.
A layer on top of DSP is a powerful addition to the big family of programmatic technologies. It provides advertisers with a new level of competitors advantage, while at the same time brings new strength into the innovation process in the AdTech industry.