<div class="sub-cat-page-holder"><div class="sub-cat-page-img"><img src="https://persona.ly/glossary/wp-content/uploads/2020/02/group-5.svg"/></div><div class="sub-cat-page-h-holder"><h2 class="sub-cat-page-title">Real-time bidding</h2><h4 class="sub-cat-page-subtitle"><span class="sub-cat-page-subtitle">Choosing a DSP (Demand Side Platform)</span><span class="csr-page-counter"> -> Page <span class="max-for-title">1 of <span class="sub-cat-max-page"></span></span></span></h4></div></div><div class="search-sidebar-holder"><a href="/glossary/"><h3 class="search-sidebar-holder-title">UA Glossary</h3></a>[vc_widget_sidebar sidebar_id="single-page-sidebar" el_class="front-page-sidebar-holder"]<div class="search-sidebar-footer-holder"></div></div>{"id":528,"date":"2020-06-18T11:20:51","date_gmt":"2020-06-18T11:20:51","guid":{"rendered":"https:\/\/persona.ly\/glossary\/?page_id=528"},"modified":"2020-10-20T11:19:47","modified_gmt":"2020-10-20T11:19:47","slug":"choosing-a-dsp","status":"publish","type":"page","link":"https:\/\/persona.ly\/glossary\/real-time-bidding\/choosing-a-dsp\/","title":{"rendered":"Choosing a DSP (Demand Side Platform)"},"content":{"rendered":"<p>[vc_row el_class=&#8221;front-hero-section&#8221;][vc_column width=&#8221;1\/2&#8243; css=&#8221;.vc_custom_1582730807176{background-image: url(https:\/\/persona.ly\/glossary\/\/wp-content\/uploads\/2020\/02\/group-19.svg?id=58) !important;background-position: center !important;background-repeat: no-repeat !important;background-size: contain !important;}&#8221; el_class=&#8221;hero-first-section&#8221;][vc_column_text el_class=&#8221;page-heading&#8221; css=&#8221;.vc_custom_1593096939357{margin-top: 30px !important;}&#8221;]<\/p>\n<h1><a href=\"\/glossary\/\">UA <span class=\"color-ancient\">Glossary<\/span><\/a><\/h1>\n<p>[\/vc_column_text][vc_column_text]<p>Your source for everything mobile UA, from the basics to contentious standards, the glossary can help and inform both aspiring growth managers and experienced mobile app developers<\/p>\n[\/vc_column_text]<div class=\"ult-spacer spacer-69dc7fe9ec23c\" data-id=\"69dc7fe9ec23c\" data-height=\"105\" data-height-mobile=\"0\" data-height-tab=\"\" data-height-tab-portrait=\"\" data-height-mobile-landscape=\"0\" style=\"clear:both;display:block;\"><\/div>[\/vc_column][vc_column width=&#8221;1\/2&#8243;][vc_single_image image=&#8221;60&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; el_class=&#8221;hero-section-image&#8221;][\/vc_column][\/vc_row][vc_section css=&#8221;.vc_custom_1583429011820{background-image: url(https:\/\/persona.ly\/glossary\/\/wp-content\/uploads\/2020\/03\/bg_repeater_with_bg_svg.svg?id=320) !important;}&#8221; el_class=&#8221;post-content-section archive-page-custom single-subcat&#8221;][vc_row el_class=&#8221;covered-grace-font&#8221;][vc_column width=&#8221;2\/3&#8243; el_class=&#8221;gap-in-end-single&#8221;][vc_column_text][\/vc_column_text][vc_column_text]<style>.wp-show-posts-columns#wpsp-530 {margin-left: -2em; }.wp-show-posts-columns#wpsp-530 .wp-show-posts-inner {margin: 0 0 2em 2em; }<\/style><section id=\"wpsp-530\" class=\" wp-show-posts\" style=\"\"><article class=\" wp-show-posts-single wpsp-clearfix post-532 post type-post status-publish format-standard hentry category-choosing-a-dsp tag-choosing-a-dsp tag-demand-side-platform tag-dsp tag-in-house-dsp tag-managed-dsp tag-mobile-ua tag-real-time-bidding tag-rtb tag-self-service-dsp\" itemtype=\"http:\/\/schema.org\/CreativeWork\" itemscope><div class=\"wp-show-posts-inner\" style=\"\">\t\t\t\t\t\t<header class=\"wp-show-posts-entry-header\">\n\t\t\t\t\t\t\t<h1 class=\"wp-show-posts-entry-title\" itemprop=\"headline\"><a href=\"https:\/\/persona.ly\/glossary\/choosing-a-dsp\/\" rel=\"bookmark\">Choosing a DSP (Demand Side Platform)<\/a><\/h1><div class=\"wp-show-posts-entry-meta wp-show-posts-entry-meta-below-title post-meta-inline\"><span class=\"wp-show-posts-posted-on wp-show-posts-meta\">\n\t\t\t\t\t<a href=\"https:\/\/persona.ly\/glossary\/choosing-a-dsp\/\" title=\"11:26 am\" rel=\"bookmark\"><time class=\"wp-show-posts-entry-date published\" datetime=\"2022-06-18T11:26:41+00:00\" itemprop=\"datePublished\">June 18, 2022<\/time><time class=\"wp-show-posts-updated\" datetime=\"2023-03-01T11:20:56+00:00\" itemprop=\"dateModified\">March 1, 2023<\/time><\/a>\n\t\t\t\t<\/span><\/div>\t\t\t\t\t\t<\/header><!-- .entry-header -->\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"wp-show-posts-entry-content\" itemprop=\"text\">\n\t\t\t\t\t\t\t<p>[vc_row][vc_column el_class=&#8221;normal-text&#8221;][vc_column_text]<span style=\"font-weight: 400;\">The mobile app marketing industry is evolving towards automation, with companies increasing their spending on programmatic media buying, and shifting away from establishing and managing direct advertiser\\publisher relationships that are difficult to set up and sustain. While Ad <\/span><i><span style=\"font-weight: 400;\">Networks<\/span><\/i><span style=\"font-weight: 400;\"> still exist, there\u2019s a shift towards <\/span><i><span style=\"font-weight: 400;\">Programmatic DSPs<\/span><\/i><span style=\"font-weight: 400;\"> and <\/span><i><span style=\"font-weight: 400;\">ML-Based DSPs<\/span><\/i><span style=\"font-weight: 400;\">.<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">The shift to programmatic and ML-based media buying led to the development of different solutions and services available for marketing managers looking for growth opportunities. The three main options are <\/span><i><span style=\"font-weight: 400;\">In-house DSP, <\/span><\/i><span style=\"font-weight: 400;\">a <\/span><i><span style=\"font-weight: 400;\">Self-service DSP, <\/span><\/i><span style=\"font-weight: 400;\">and a <\/span><i><span style=\"font-weight: 400;\">Managed DSP<\/span><\/i><span style=\"font-weight: 400;\"> and here we\u2019ll elaborate about the differences and advantages each platform offers.\u00a0\u00a0\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column el_class=&#8221;normal-text&#8221;][vc_custom_heading text=&#8221;The In-House DSP&#8221; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-heading blue-back&#8221; link=&#8221;url:%23|||&#8221;][\/vc_column][\/vc_row][vc_row][vc_column el_class=&#8221;normal-text&#8221; offset=&#8221;vc_hidden-md vc_hidden-sm&#8221;][vc_single_image image=&#8221;537&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; el_class=&#8221;single-post-image-back&#8221;][\/vc_column][\/vc_row][vc_row][vc_column el_class=&#8221;normal-text&#8221; offset=&#8221;vc_hidden-lg vc_hidden-md vc_hidden-xs&#8221;][vc_single_image image=&#8221;537&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; onclick=&#8221;zoom&#8221; el_class=&#8221;single-post-image-back&#8221;][\/vc_column][\/vc_row][vc_row][vc_column el_class=&#8221;normal-text&#8221;][vc_column_text]<span style=\"font-weight: 400;\">An In-house DSP refers to a self-developed DSP, a platform uniquely built for the company. There are many advantages to an In-house DSP: full control over the campaigns, full cost transparency, no data sharing (all of the aggregated data regarding the users stays within the company), and so on.\u00a0<\/span>[\/vc_column_text]<div class=\"aio-icon-component   error-noty style_1\"><div id=\"Info-box-wrap-4828\" class=\"aio-icon-box left-icon\" style=\"\"  ><div class=\"aio-icon-left\"><div class=\"ult-just-icon-wrapper  \"><div class=\"align-icon\" style=\"text-align:center;\">\n<div class=\"aio-icon-img \" style=\"font-size:71px;background:rgba(255,255,255,0.01);display:inline-block;\" >\n\t<img class=\"img-icon\" alt=\"null\" src=\"https:\/\/persona.ly\/glossary\/wp-content\/uploads\/2020\/03\/combined-shape.svg\"\/>\n<\/div><\/div><\/div><\/div><div class=\"aio-ibd-block\"><div class=\"aio-icon-header\" ><h3 class=\"aio-icon-title ult-responsive\"  data-ultimate-target='#Info-box-wrap-4828 .aio-icon-title'  data-responsive-json-new='{\"font-size\":\"\",\"line-height\":\"\"}'  style=\"color:#191536;\">A Proprietary DSP <\/h3><\/div> <!-- header --><div class=\"aio-icon-description ult-responsive\"  data-ultimate-target='#Info-box-wrap-4828 .aio-icon-description'  data-responsive-json-new='{\"font-size\":\"\",\"line-height\":\"\"}'  style=\"color:#191536;\"><span style=\"font-weight: 400;\">An <\/span><i><span style=\"font-weight: 400;\">In-house DSP<\/span><\/i><span style=\"font-weight: 400;\"> is commonly mistaken and used when referring to a <\/span><i><span style=\"font-weight: 400;\">Self-service DSP <\/span><\/i><span style=\"font-weight: 400;\">though they are significantly different. The source for the confusion stems from the fact that in both cases the marketing manager has full control over running the campaign, but using an outsourced platform to run a campaign differs greatly from running it on a proprietary platform, which we\u2019ll elaborate on later in this article.\u00a0<\/span><\/div> <!-- description --><\/div> <!-- aio-ibd-block --><\/div> <!-- aio-icon-box --><\/div> <!-- aio-icon-component -->[vc_column_text]<span style=\"font-weight: 400;\">An In-house DSP is a highly rare solution since most companies simply can\u2019t afford it. Building a DSP requires investing resources in infrastructure and development, recruiting teams to develop and maintain it (data scientists, product managers, and an operational team). It\u2019s essentially building a whole new product within a company and those who can afford it are possibly corporate-sized companies (and they too probably wouldn\u2019t opt for creating a whole new product). For the rest, it\u2019s simply unrealistic. Most companies are faced with a choice between the two alternative solutions: a <\/span><i><span style=\"font-weight: 400;\">Self-Service<\/span><\/i> <i><span style=\"font-weight: 400;\">DSP<\/span><\/i><span style=\"font-weight: 400;\"> and a <\/span><i><span style=\"font-weight: 400;\">Managed DSP.<\/span><\/i>[\/vc_column_text][vc_column_text]<\/p>\n<blockquote><p><span style=\"font-weight: 400;\">\u201cMarketers and agencies want and need the benefits of domain-specific AI capabilities. However, they also recognize that to build the capabilities themselves it would involve a commitment to a multi-year project, dedicated resources and investment on an ongoing basis across multiple platforms with no guarantee of a successful outcome\u201d &#8211; <a class=\"custom-link-content\" href=\"https:\/\/www.advertisingweek360.com\/why-its-time-to-use-a-1st-party-algorithm\/\">Matt Nash<\/a>, MD @ Scibids<\/span><\/p><\/blockquote>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row el_id=&#8221;selfservice&#8221;][vc_column el_class=&#8221;normal-text&#8221;][vc_custom_heading text=&#8221;The Self-service DSP &#8221; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-heading purple-back&#8221; link=&#8221;url:%23|||&#8221;][vc_column_text]<!-- Widget Shortcode --><div id=\"custom_html-7\" class=\"widget_text widget widget_custom_html widget-shortcode area-sidebar-form-mobile \"><div class=\"textwidget custom-html-widget\"><div class=\"subscribe-footer-from-holder sidebar-form-intouch\">\r\n<h3>Looking for app growth opportunities?<\/h3>\r\n<p>Leave your email and we'll get \r\nback to you!<\/p>\r\n<form class=\"subscribe-footer-from\">\r\n\t<div class=\"subscribe-footer-from-email-holder\"><input type=\"email\" class=\"subscribe-footer-email\" placeholder=\"Enter your email\"><\/div>\r\n<button class=\"subscribe-footer-submit\">\r\n\tGet in Touch\r\n<\/button>\r\n<\/form>\r\n<\/div>\r\n<div class='subscribe-footer-from-thankyou gsifthy'>\r\n\t<img alt=\"\" src=\"\/glossary\/wp-content\/uploads\/2020\/08\/02.svg\">\r\n<h3>Thank you for your interest!<\/h3>\r\n<p>Our team will contact you with more details.<\/p>\r\n<\/div>\r\n<div class=\"search-sidebar-footer-holder gisf\"><\/div><\/div><\/div><!-- \/Widget Shortcode -->[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column el_class=&#8221;normal-text&#8221; offset=&#8221;vc_hidden-md vc_hidden-sm&#8221;][vc_single_image image=&#8221;542&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; el_class=&#8221;single-post-image-back&#8221;][\/vc_column][\/vc_row][vc_row][vc_column el_class=&#8221;normal-text&#8221; offset=&#8221;vc_hidden-lg vc_hidden-md vc_hidden-xs&#8221;][vc_single_image image=&#8221;542&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; onclick=&#8221;zoom&#8221; el_class=&#8221;single-post-image-back&#8221;][\/vc_column][\/vc_row][vc_row][vc_column el_class=&#8221;normal-text&#8221;][vc_column_text]<span style=\"font-weight: 400;\">A <\/span><i><span style=\"font-weight: 400;\">Self-Service DSP<\/span><\/i><span style=\"font-weight: 400;\"> is a DSP service built and managed by another company, providing marketers access to a platform in which they can manage their own campaigns. This allows control over the campaigns but usually have three distinct disadvantages:\u00a0<\/span>[\/vc_column_text][vc_column_text]<\/p>\n<ol class=\"default-list\">\n<li><span style=\"font-weight: 400; color: #343242; font-family: Maven Pro;\"><b>Limited targeting options<\/b> &#8211; i.e it\u2019s not feasible\/possible to target at the user-level.\u00a0<\/span><\/li>\n<li><span style=\"font-weight: 400; color: #343242; font-family: Maven Pro;\"><b>Data-sharing with a third party<\/b> &#8211; Having to share your suppression list with the DSP providing the service. <\/span><\/li>\n<li><span style=\"font-weight: 400; color: #343242; font-family: Maven Pro;\"><b>The Inability to draw actionable insights<\/b> &#8211; Whether a campaign performs well or bad, the insights are limited to the data provided (location, device, gender, or age) whereas, in a managed DSP, the insights can be significantly valuable, as detailed in the managed DSP section.<\/span><\/li>\n<\/ol>\n<p>[\/vc_column_text]<div class=\"aio-icon-component   info-noty blue-noty style_1\"><div id=\"Info-box-wrap-1626\" class=\"aio-icon-box left-icon\" style=\"\"  ><div class=\"aio-icon-left\"><div class=\"ult-just-icon-wrapper  \"><div class=\"align-icon\" style=\"text-align:center;\">\n<div class=\"aio-icon-img \" style=\"font-size:71px;background:rgba(255,255,255,0.01);display:inline-block;\" >\n\t<img class=\"img-icon\" alt=\"Info Container\" src=\"https:\/\/persona.ly\/glossary\/wp-content\/uploads\/2020\/03\/combined-shape-2.svg\"\/>\n<\/div><\/div><\/div><\/div><div class=\"aio-ibd-block\"><div class=\"aio-icon-header\" ><h3 class=\"aio-icon-title ult-responsive\"  data-ultimate-target='#Info-box-wrap-1626 .aio-icon-title'  data-responsive-json-new='{\"font-size\":\"\",\"line-height\":\"\"}'  style=\"color:#191536;\"> Outside the Limits of Social<\/h3><\/div> <!-- header --><div class=\"aio-icon-description ult-responsive\"  data-ultimate-target='#Info-box-wrap-1626 .aio-icon-description'  data-responsive-json-new='{\"font-size\":\"\",\"line-height\":\"\"}'  style=\"color:#191536;\"><span style=\"font-weight: 400;\">You can think of self-service DSPs as platforms that offer a similar service to Facebook and Google, in which you can upload and manage your own campaigns, but it\u2019s important to note where and how they differ. Self-service DSPs allow marketers to expend their reach and scale their growth outside these social platforms, usually at a lower cost and a less competitive environment (depending on the product and the markets).\u00a0<\/span><\/div> <!-- description --><\/div> <!-- aio-ibd-block --><\/div> <!-- aio-icon-box --><\/div> <!-- aio-icon-component -->[vc_column_text]<span style=\"font-weight: 400;\">Under the <\/span><i><span style=\"font-weight: 400;\">Self-Service DSP<\/span><\/i><span style=\"font-weight: 400;\"> umbrella, there\u2019s another type of DSP called <\/span><b><i>Bidder as a Service<\/i><\/b><span style=\"font-weight: 400;\">. <\/span><i><span style=\"font-weight: 400;\">Bidder as a Service<\/span><\/i><span style=\"font-weight: 400;\"> once again enables marketers to manage their own campaigns but, in this case, those services offer some form of customization through the use of machine-learning (i.e not <\/span><i><span style=\"font-weight: 400;\">just <\/span><\/i><span style=\"font-weight: 400;\">programmatic). An algorithm that can be set, using existing features, to target users better and deliver better results.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">Using <\/span><i><span style=\"font-weight: 400;\">Bidder as a Service <\/span><\/i><span style=\"font-weight: 400;\">to its full theoretical potential requires having a data scientist on your team, working alongside a marketing\\campagin manager. With a data scientist working on the campaign, using machine learning to its fullest and most granular level by generating custom user attributes for models is still limited and costs significant additional fees. The targeting it enables, though, is closer to being actually user-level.\u00a0\u00a0<\/span>[\/vc_column_text][vc_custom_heading text=&#8221;The Managed DSP<br \/>\n&#8221; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-heading blue-back&#8221; link=&#8221;url:%23|||&#8221;][\/vc_column][\/vc_row][vc_row][vc_column el_class=&#8221;normal-text&#8221; offset=&#8221;vc_hidden-md vc_hidden-sm&#8221;][vc_single_image image=&#8221;546&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; el_class=&#8221;single-post-image-back&#8221;][\/vc_column][\/vc_row][vc_row][vc_column el_class=&#8221;normal-text&#8221; offset=&#8221;vc_hidden-lg vc_hidden-md vc_hidden-xs&#8221;][vc_single_image image=&#8221;546&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; onclick=&#8221;zoom&#8221; el_class=&#8221;single-post-image-back&#8221;][\/vc_column][\/vc_row][vc_row][vc_column el_class=&#8221;normal-text&#8221;][vc_column_text]<i><span style=\"font-weight: 400;\">A Managed DSP <\/span><\/i><span style=\"font-weight: 400;\">refers to programmatic DSPs, where a company had built its own proprietary bidder and offers a full suite of services to marketers &#8211; from setting up the campaigns to managing, optimizing, and meeting their KPIs. A <\/span><i><span style=\"font-weight: 400;\">Managed DSP,<\/span><\/i><span style=\"font-weight: 400;\"> in some cases, will also be ML-based.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">A managed DSP has a couple of stand-out advantages. The first one is that it requires almost no involvement from the marketing managers &#8211; the DSP sets up the campaign and manages it fully, while the marketing manager only has to track and monitor the campaign.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">The second advantage is in the effectiveness derived from a machine learning model fine-tuned for your acquisition requirements\u00a0 &#8211; a campaign that is legitimately ML-based can target at the<\/span><i><span style=\"font-weight: 400;\"> user level<\/span><\/i><span style=\"font-weight: 400;\">, detect and draw conclusions based on behavioral data, and predict accordingly (depending on the set KPIs it can predict which users are most likely to install, deposit, or potentially have the highest retention), enabling it to sift through users rather than making decisions at a shallower level, like placements, or device models.<\/span>[\/vc_column_text]<div class=\"aio-icon-component   info-noty style_1\"><div id=\"Info-box-wrap-9025\" class=\"aio-icon-box left-icon\" style=\"\"  ><div class=\"aio-icon-left\"><div class=\"ult-just-icon-wrapper  \"><div class=\"align-icon\" style=\"text-align:center;\">\n<div class=\"aio-icon-img \" style=\"font-size:71px;background:rgba(255,255,255,0.01);display:inline-block;\" >\n\t<img class=\"img-icon\" alt=\"null\" src=\"https:\/\/persona.ly\/glossary\/wp-content\/uploads\/2020\/03\/combined-shape-1.svg\"\/>\n<\/div><\/div><\/div><\/div><div class=\"aio-ibd-block\"><div class=\"aio-icon-header\" ><h3 class=\"aio-icon-title ult-responsive\"  data-ultimate-target='#Info-box-wrap-9025 .aio-icon-title'  data-responsive-json-new='{\"font-size\":\"\",\"line-height\":\"\"}'  style=\"color:#191536;\">Ad Placement vs. Users' Intent <\/h3><\/div> <!-- header --><div class=\"aio-icon-description ult-responsive\"  data-ultimate-target='#Info-box-wrap-9025 .aio-icon-description'  data-responsive-json-new='{\"font-size\":\"\",\"line-height\":\"\"}'  style=\"color:#191536;\"><span style=\"font-weight: 400;\">A placement or a device represents the user to an extent, but do they provide the whole picture? Are users currently playing a strategy game always interested in installing additional strategy games? What if they just installed it, would that really be the time to show them an ad for a similar game? Users shift between placements and use different devices, but intent is not determined by their placements or devices alone.<\/span><\/div> <!-- description --><\/div> <!-- aio-ibd-block --><\/div> <!-- aio-icon-box --><\/div> <!-- aio-icon-component -->[vc_column_text]<span style=\"font-weight: 400;\">Some of the disadvantages are as follows:\u00a0<\/span><\/p>\n<ol class=\"default-list\">\n<li><span style=\"font-weight: 400; color: #343242; font-family: Maven Pro;\"><b>Lack of Control<\/b> &#8211; Since someone else is managing the campaign, the marketer has no control over it. This is a claim often relied by marketers but can be easily resolved when setting mutual expectations, providing access to a detailed, real-time, tracking platform, and keeping an open communication line.<br \/>\n<\/span><\/li>\n<li><span style=\"font-weight: 400; color: #343242; font-family: Maven Pro;\"><b>Data-sharing with a third party<\/b> &#8211; Having to share your suppression list with the DSP providing the service. <\/span><\/li>\n<li><span style=\"font-weight: 400; color: #343242; font-family: Maven Pro;\"><b>ML Based Campaigns Require Time<\/b> &#8211; In order to successfully run an ML-based campaign, the machine has to first learn. In order to reach scale and positive ROI, in the long run, marketers will have to gather some patience for the starting low-scale, higher-costs stages of the campaign.<br \/>\n.<\/span><\/li>\n<\/ol>\n<p>[\/vc_column_text]<div class=\"aio-icon-component   info-noty blue-noty style_1\"><div id=\"Info-box-wrap-4588\" class=\"aio-icon-box left-icon\" style=\"\"  ><div class=\"aio-icon-left\"><div class=\"ult-just-icon-wrapper  \"><div class=\"align-icon\" style=\"text-align:center;\">\n<div class=\"aio-icon-img \" style=\"font-size:71px;background:rgba(255,255,255,0.01);display:inline-block;\" >\n\t<img class=\"img-icon\" alt=\"Info Container\" src=\"https:\/\/persona.ly\/glossary\/wp-content\/uploads\/2020\/03\/combined-shape-2.svg\"\/>\n<\/div><\/div><\/div><\/div><div class=\"aio-ibd-block\"><div class=\"aio-icon-header\" ><h3 class=\"aio-icon-title ult-responsive\"  data-ultimate-target='#Info-box-wrap-4588 .aio-icon-title'  data-responsive-json-new='{\"font-size\":\"\",\"line-height\":\"\"}'  style=\"color:#191536;\">Transparency<\/h3><\/div> <!-- header --><div class=\"aio-icon-description ult-responsive\"  data-ultimate-target='#Info-box-wrap-4588 .aio-icon-description'  data-responsive-json-new='{\"font-size\":\"\",\"line-height\":\"\"}'  style=\"color:#191536;\"><span style=\"font-weight: 400;\">The request for data that is crucial for success is a legitimate and sensible request when made with accountability. A DSP based on machine-learning requires a suppression list in order to use this information to improve targeting and generate lookalike audiences (as well as avoid bidding on existing users).\u00a0<\/span><\/div> <!-- description --><\/div> <!-- aio-ibd-block --><\/div> <!-- aio-icon-box --><\/div> <!-- aio-icon-component -->[vc_column_text]<span style=\"font-weight: 400;\">The way to achieve trust for both sides is through transparency &#8211; the more data shared regarding the way campaigns are managed and what considerations are being made while bidding by the DSP, and the more accessible the campaign details are, the easier it should be for the advertiser to understand they are in good, capable hands.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column el_class=&#8221;normal-text&#8221;][vc_custom_heading text=&#8221;Diving Deeper&#8221; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-heading purple-back&#8221; link=&#8221;url:%23|||&#8221;][vc_column_text]<span style=\"font-weight: 400;\">In order to make an informed decision between the two options (self-service and managed), we\u2019re going to get into the details of the differences from the targeting capabilities, to payment models, and long term results.\u00a0<\/span>[\/vc_column_text][vc_custom_heading text=&#8221;Targeting Capabilities<br \/>\n&#8221; font_container=&#8221;tag:h3|text_align:left|color:%23191536&#8243; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-subheading&#8221;][vc_column_text]<span style=\"font-weight: 400;\">In a self-service DSP targeting options are limited. Marketers can target according to real-time data that is accessible at the bid-level (such as ad placement, device type, time of day, location, etc\u2019). <\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">In a bidder as a service, on the other hand, marketers can take their targeting capabilities a step further, creating their own algorithm that uses existing model features (i.e attributes that the bidder service defined as important targeting attributes), and reach user-level targeting (within the limitations of the existing features). While this improves targeting, it also increases costs, since any added capabilities in a bidder as a service require an additional cost. This means that improving your targeting might not be cost-effective.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">A managed DSP can provide the most customized targeting, with models specific to an app and features made specifically to match users\u2019 behavioral data.\u00a0 Managed DSPs also apply data enrichment and use aggregated data to improve their targeting, reaching, and possibly even exceeding, KPIs over time.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">The best way to exemplify the advantage of customized features is by sharing a case of a well-known weather app. Our campaign for the app started at an exploratory stage where we targeted new devices in the US (a targeting feature that isn\u2019t available in a self-service DSP). After a short period, we noticed a shift in the results &#8211; we got higher retention rates the longer the campaign ran. We looked into the model\u2019s decision making, in an attempt to explain these exceptional results, and saw that the algorithm\u2019s model, that changed based on real-time data, started targeting states that had bad weather (storm alerts, flood warnings, etc\u2019..) because those were the states where users most frequently used the app. As with its given name, the machine learned who to target and the model changed according to the results, yielding even better results.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">Running the same campaign in a self-service DSP will be much more challenging. Since the new devices feature doesn\u2019t exist, new devices can\u2019t be specifically targeted, which means the exploratory stage will have a much wider initial targeting. These results will then have to be downloaded and analyzed after the fact. Then it\u2019d be up to the marketing manager to deduct and conclude why some states were performing better when they did. Even reaching this improbable conclusion will then result in having to manually customize the bids according to the changing weather, missing out on the benefits of real-time data and automation and wasting human resources that are trying to keep up with this constant change.\u00a0<\/span>[\/vc_column_text][vc_custom_heading text=&#8221;ROAS&#8221; font_container=&#8221;tag:h3|text_align:left|color:%23191536&#8243; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-subheading&#8221;][vc_column_text]<span style=\"font-weight: 400;\">At the end of the day, marketers look at their ROAS. Payment models in the different DSPs may be identical (CPM being the most common) but the risk involved in running these campaigns differs greatly.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">A self-service DSP and its limited targeting options might give off the biggest feeling of control, but, in reality, will create the biggest risk (marketers spend on impressions without probability insights). A bidder-as-a-service might provide better results, but the added costs will affect and lower the ROAS, and a managed DSP, having the capability to target based on probability and run campaigns based on performance, should serve as a risk-free model and theoretically show better results from the start.\u00a0<\/span>[\/vc_column_text][vc_custom_heading text=&#8221;Creatives&#8221; font_container=&#8221;tag:h3|text_align:left|color:%23191536&#8243; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-subheading&#8221;][vc_column_text]<span style=\"font-weight: 400;\">Creatives today can be customized to match the users &#8211; what they prefer to see and engage with based on data of past interactions. This technology is seen throughout different marketing platforms as well as on social marketing platforms. The difference is in the ability to customize the ad at the user-level, which in turn is reserved for those able to target at the user-level.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">Managed DSPs, if they provide such a service, will have the necessary data and the technological capability to generate a user-level customized ad. Self-service DSPs, on the other hand, while still capable of customization, will be limited to data provided through bid requests (device, location, local time, placements) with some possible data enrichment.\u00a0<\/span>[\/vc_column_text][vc_custom_heading text=&#8221;Making a Choice&#8221; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-heading blue-back&#8221; link=&#8221;url:%23|||&#8221;][vc_column_text]<span style=\"font-weight: 400;\">Every app is unique, it has unique KPIs, and can afford spending differently sized budgets. Before committing to a certain platform, do your research, and test the waters. If you have the budget, we\u2019d recommend trying out different platforms in parallel, testing their targeting capabilities, their transparency and the insights you can gain, and potential for scale and profitability. You\u2019d probably end up using a couple of different platforms, each with their own advantages.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">We recently had the opportunity to take part in an article by Adjust, titled <a class=\"custom-link-content\" href=\"https:\/\/www.adjust.com\/blog\/choosing-the-right-mobile-dsp\/\">How to Choose the Right Mobile DSP for Growth<\/a><\/span><span style=\"font-weight: 400;\">, and contributed our insights.\u00a0<\/span>[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n\t\t\t\t\t\t<\/div><!-- .entry-content -->\n\t\t\t\t\t<\/div><!-- wp-show-posts-inner --><div class=\"wpsp-clear\"><\/div><\/article><\/section><!-- .wp-show-posts -->[\/vc_column_text][\/vc_column][vc_column width=&#8221;1\/3&#8243; el_class=&#8221;gap-in-end-single single-subcat-widget&#8221;][vc_column_text][\/vc_column_text][vc_single_image image=&#8221;692&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; el_class=&#8221;stick-img-holder-single hide-mobile&#8221;][vc_column_text el_class=&#8221;white-sticky hide-mobile&#8221;]<span style=\"font-weight: 400;\">You can catch more whales with content than you can with \u2018pay to win\u2019<\/span>[\/vc_column_text][vc_single_image image=&#8221;267&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; el_class=&#8221;hide-mobile&#8221;][vc_column_text]<!-- Widget Shortcode --><div id=\"custom_html-6\" class=\"widget_text widget widget_custom_html widget-shortcode area-sidebar-form \"><div class=\"textwidget custom-html-widget\"><div class=\"subscribe-footer-from-holder sidebar-form-intouch\">\r\n<h3>Looking for app growth opportunities?<\/h3>\r\n<p>Leave your email and we'll get \r\nback to you!<\/p>\r\n<form id=\"subscribe-footer-from\" class=\"subscribe-footer-from\">\r\n\t<div class=\"subscribe-footer-from-email-holder\"><input type=\"email\" class=\"subscribe-footer-email\" placeholder=\"Enter your email\"><\/div>\r\n<button data-sitekey=\"6Lcl6eIkAAAAAIJsyVC0Qmc2ZTAgfz3pqyAeJjYI\" data-callback=\"onSubscribeFooterSubmit\" data-action=\"submit\" class=\"g-recaptcha subscribe-footer-submit\">\r\n\tGet in Touch\r\n<\/button>\r\n<\/form>\r\n<\/div>\r\n<div class='subscribe-footer-from-thankyou gsifthy'>\r\n\t<img alt=\"\" src=\"\/glossary\/wp-content\/uploads\/2020\/08\/02.svg\">\r\n<h3>Thank you for your interest!<\/h3>\r\n<p>Our team will contact you with more details.<\/p>\r\n<\/div>\r\n<div class=\"search-sidebar-footer-holder gisf\"><\/div><\/div><\/div><!-- \/Widget Shortcode -->[\/vc_column_text][\/vc_column][\/vc_row][\/vc_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>[vc_row el_class=&#8221;front-hero-section&#8221;][vc_column width=&#8221;1\/2&#8243; 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