In the dynamic world of media, it’s imperative for brands to stay ahead of the curve. While traditionally, giants like FB/Meta and Google have been the go-to platforms for mobile advertising, the intricate realm of performance marketing demands a diversified approach. A Demand Side Platform (DSPs) is a sophisticated digital tool that allows advertisers and agencies to purchase advertising space programmatically across multiple channels and formats. As a cornerstone of modern digital advertising, DSPs have revolutionised the way brands connect with their audiences, making ad campaigns more targeted, flexible, and data-driven than ever before.
The Rising Importance of Mobile DSP Partnerships
1. Expanding Reach and Personalisation
Mobile programmatic DSPs offer brands the opportunity to broaden their audience base and deliver personalised advertisements. With over 91% of the global populace using mobile devices, the potential is immense. Massaro emphasises the need for a varied media mix, especially in the mobile app domain. Programmatic advertising, spanning web and app platforms, provides access to a broader inventory spectrum.
2. Tailored Communication
Programmatic advertising notably shines due to its capability to pinpoint distinct audiences. Initially, by utilising data that aligns with privacy standards and then coupling it with segmentation and machine learning, mobile programmatic DSPs are adept at designing ads that align with individual customer tastes. Moreover, Massaro emphasises the distinct edge programmatic advertising holds, especially when it comes to establishing touchpoints, something that conventional platforms such as search and social occasionally miss.
3. Navigating the Privacy Maze
With Apple launching the ATT Framework in 2021, the way we access and use mobile user data saw a major change. First, this made targeting and customising ads using specific user data more challenging. As a result, there’s been a surge in new data-driven media buying methods. Additionally, the importance of creative design in mobile ads has come to the forefront. However, seasoned mobile programmatic DSPs have the expertise to navigate these shifts, ensuring they maintain their reach, efficiency, and budget.
Key Aspects to Consider When Selecting a Mobile Programmatic DSP
1. Data-Driven Purchasing Abilities
It’s important to grasp how a DSP handles data and how it impacts their buying power. First, Massaro points out that many might say they have strong algorithms and machine learning expertise. However, what really matters is solid proof of their performance. For tasks like mobile retargeting, it’s especially important to team up with a skilled partner, one that’s recognised for its wide-ranging inventory and data-focused optimisation.
2. Transparency and Reporting
Transparency is mutual. Agencies like Headlight uphold the highest transparency standards and expect the same from their collaborators. Evaluating a DSP’s automated reporting capabilities and its prowess in combating mobile fraud is essential. Additionally, seamless integration with a brand’s tech infrastructure and measurement tools is crucial for precise tracking and optimisation.
3. Customer Support
Having an active and informed customer support team is a real asset. Firstly, a good mobile programmatic DSP should provide clear insights and suggest strategies. They should also explain optimisation methods in simple terms. Moreover, Massaro highlights how crucial it is to have easy-to-reach support and clear strategies.
4. Adapting to Privacy Changes
In the wake of iOS data privacy alterations, a DSP’s proficiency in adapting to the evolving privacy scenario is indispensable. Brands should prioritise teams that ensure compliance without compromising functionality.
Conclusion
In today’s mobile-dominated age, brands keen on flourishing should consider partnering with a mobile programmatic DSP. Moving beyond the traditional realms of walled gardens such as FB/Meta and Google offers an opportunity to discover and reconnect with precious audiences. Firstly, when selecting a partner, it’s essential to evaluate their data-driven purchasing prowess. Secondly, transparency in operations is a must. Furthermore, ensuring they offer attentive customer support is crucial. Lastly, their ability to adeptly navigate the ever-evolving privacy landscape should not be overlooked.
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