When a media buyer starts looking for a new DSP the purpose is to generate as much revenue and profit as possible. While this sounds fairly straight forward, there are still a lot of questions that come to mind before choosing the right DSP. Do you need a long-term solution or a quick fix to spend a certain budget ASAP? Do you have a variety of campaigns that require multiple formats or are you focusing on a specific format? Will this DSP be used by one or more teams in your company? And the list goes on.
By far, one of the most important questions you should be asking yourself is who are the supply partners of this DSP? Often it’s assumed that a DSP that’s connected to every imaginable SSP will offer the best placement and the strongest results – but, this isn’t necessarily the case. Here’s why.
Sometimes less is more
It goes against the basic instinct that bigger is better, and that necessity for more – more SSPs, more options, more placements. Let’s look at it another way. You have just walked into a restaurant and the waiter hands you a 20-page menu, which includes a mix of tasty and probably at least a few mediocre appetizers, entrees, beverages, and desserts. With so many choices and little focus, it takes so much longer to choose a meal, let alone the perfect meal.
When you work with a DSP that’s connected to 50 SSPs, it’s a similar situation. How do you know how to spread your budget, where to start, what CPM to choose? In many cases, you’ll receive the same publisher’s inventory and apps through one SSP as another, but you won’t know where that SSP is located on the publisher’s waterfall. How do you resolve this issue?
Well, first you need a DSP that has strong and stable relationships with the top 3 SSPs in the publisher’s waterfall. No need for names, you already know. After that’s settled, you need access to any SSP that has a unique offering that matches your KPIs, such as video, rewarded video, native…. After all, what’s most important is whether those SSPs (via the DSP) can meet your needs, and help you achieve your KPIs.
Focusing on quality
Remember to ask yourself what you’re missing from your current DSP? Is it a certain type of traffic? Ad placements? If the key to the puzzle is placements, then again, it doesn’t really matter if your DSP is connected to every SSP as long as the SSPs that are connected are the right ones. When you cut out the excess, you can focus on what actually meets your advertising needs, such as that perfect placement with a specific location on the user’s screen for better engagement, or the best placements for your preferred ad format. The same is true for traffic. A DSP might offer a lot of traffic, but when you are trying to reach a certain type of audience, if the DSP doesn’t provide access to that audience, it’s not the right partner for you.
In the end, what you need is quality, not quantity. This is why it’s better to work with a DSP that carefully cherry-picks their supply partners rather than bringing everyone on board.