Mobile programmatic advertising mostly revolves around Mobile DSP (the platform that serves mobile programmatic ads). The truth is, there is no separate entity to perform the job. The Mobile DSP refers to the part of an ordinary DSP that is in charge of serving ads on mobile inventory. Thus, if you want to manage mobile ads successfully, it is vital to get a basic understanding of the Demand Side Platform (DSP) which operates based on the real-time bidding RTB principle.
What is DSP and how does it help mobile advertisers?
What is a demand-side platform? Demand Side Platform is an automated programmatic system for starting, running, and managing ad campaigns. Practically, it takes the form of an RTB auction or private marketplace where you can buy ad inventory in a cost-effective and data-driven manner. You set up the parameters of your desirable targeted viewers and add the ad creatives. The rest of the invisible work is performed automatically, and you may check up real-time reports on your performance to make adjustments and retarget your mobile audiences.
Automation of programmatic advertising: how it helps mobile ad serving
The simplified structure of programmatic advertising is represented in the scheme below. It includes DSP, ad exchanges, and SSP (Supply-Side Platforms).
With Demand Side Platforms advertiser bids on impression automatically. Before this advertiser configures campaign settings such as the desirable ad format, size, and targeting specifics. With their help, the media buying platform knows the preferable ad impressions and selects what to bid on during the real-time bidding auction. With mobile programmatic advertising DSPs, you will define the characteristics according to which the system needs to target audiences: geolocation, operational system, and type of smartphone of your target audience. Whatever you need, even GPS coordinates, dayparting, and specific categories of mobile apps.
The SSPs are another essential part of the media buying and selling system. Those represent the interests of ad slots owners and, in turn, provide the specific parameters about potential viewers, their age, gender, preferences. That kind of viewers' information goes from SSP to the data management platforms, also connected to DSP. SSP organizes ad delivery for both web mobile and in-app ecosystems. The difference between those two is that the in-app ads occur to a user during any mobile application usage; mobile web ads are displayed in smartphone browsers. App developers design their applications to have slots for ads.
Regarding the real-time bidding auction, as the heart of programmatic mobile advertising, it is performed by the ad exchanges. The DSP's highest suggested bid wins the contest and receives the right to go directly to the viewer’s mobile app or mobile browser.
How big is the programmatic ad market?
Although the described process may seem a bit complicated, the programmatic advertising platform operates faster than a fraction of a second and in real-time. Such automation has made the lives of marketers, advertisers, and publishers much easier. To realize the real coverage of mobile programmatic buying and selling, check the following statistics. In March 2021, Statista report showed that in 2020, the share of spending aimed for mobile advertising programmatic reached 83.3%. This quantity represents billions of U.S. dollars, and by the way, continuously grows. By the way, the forecast experts expect 95 billion U.S. dollars as investments to all the programmatic ads in the coming 2022.
Mobile programmatic buying deals
The types of mobile programmatic advertising deals are threefold:
- With Open Marketplace (OMP)
That is an auction, open to everyone who wants to buy ad impressions. The Open Marketplace auction approach allows DSP to compete transparently and clearly, as long as everyone has the same priority and the highest bid wins.
- Private Marketplace Programmatic deal (PMP)
That is a closed auction, only for participants with deal ID. That helps media buyers and sellers make sure the result will correspond to the ad request at the highest level. Of course, prices here are higher since inventory is often exclusive.
- Programmatic Guaranteed Deal (or Programmatic Direct)
That is the type that consists of direct cooperation between the buyer and the publisher. That deal is called guaranteed because the volumes of inventory and prices are fixed.
How to choose a perfect DSP for mobile?
After revealing some theoretical information related to programmatic mobile advertising, we provide you with practical tips to use in your everyday routine. Practically, DSP is the best tool to conquer the attention of mobile consumers and promote your services or goods. Whenever you decide to select mobile DSP for your business, check up the following:
The DSP vendor technical capacities
- Real-time reports. Clarify how frequently the information updates in the performance reports regarding your mobile campaigns. That will help you to keep in touch with your statistics at any time and get ideas on what can be improved or changed.
- Provided high security. Your DSP is the irreplaceable part of your mobile marketing. With the Smartyads DSP, you get guaranteed brand safety and traffic of the highest quality for your mobile campaigns.
- Qualified and professional assistance. Last but surely not least, pick a service that can offer you a helping hand by a personal account manager. Although DSP is a self-serve advertising platform, It is better to optimize programmatic media buying together with a knowledgeable and experienced person. Smartyads account managers are here to help you.
The last word
Programmatic mobile advertising in the essence is very similar to other kinds of advertising - mobile ads can be supported by the same DSPs that automate the delivery of desktop or CTV ads. Still, the mobile medium has particular differences explained by different environments the ads are served in - mobile browsers or in-app. The application, in particular, enables advertisers to serve highly interactive and engaging formats, including ones that are unavailable on desktop. At this point it is important to choose a robust DSP technology that has strong targeting, reach, retargeting capabilities, traffic quality, and security, plus an impeccable service team. All of the above-mentioned qualities you can find in programmatic advertising DSP from Smartyads.
Robust technology, engaging mobile formats, and friendly servicing team. If you look for these sign up at SmartyAds DSP.
Irina Kovalenko, CMO of SmartyAds