What is a DSP and how does it work?  

A demand-side platform (DSP) aggregates advertising inventory sources and works in conjunction with a server-side platform (SSP), letting brands advertise through automation. 

Apple story: Apple can leverage omnichannel inventory from its browser, App-Store, Apple TV, mobile, and gaming platforms, to optimize the most relevant and best possible ad-slots, which will help them to work directly with brands through their DSP. Through automation, marketers can set up and manage campaigns, easily enabling them to spend more.

How does DMP interact with DSP?   

A data management platform (DMP) is a storehouse to manage, control, define and push audience segments into destinations like DSPs. A DMP and DSP work in tandem to provide the best possible ad experience to the most relevant audience based on their media consumption journey. 

Apple Story: Apple has a huge customer base, with a wealth of  first-party data within its walled garden. Apple has been an advocate of user privacy and has been dismantling the ways to target these customers using its platform. This began with the introduction of intelligent tracking prevention through the disabling of third-party cookies and app tracking transparency tools through dedicated opt-outs. With one of the largest audiences to build upon, establishing a DSP allows Apple to provide a compelling advertising experience for their customers within their walled garden without compromising their customer privacy stance. Additionally, with Google’s shifting timeline for third-party cookie deprecation pushing the industry toward cookieless solutions like contextual targeting (which are yet to be tested), there is a very high likelihood that buyers will shift their budgets toward Apple’s DSP to leverage Apple’s first-party audience data.

Why now? What is in it for Apple to build a DSP?

DSPs allow media and advertising consolidations to avoid running in silos, enabling brands to optimize campaigns across multiple channels like display and video. Brands, consumers, and publishers face challenges of fraud and fatigue because there is no frequency management across channels and platforms. Optimization is key and getting rid of the waste is imperative. With a single point of access, DSPs allow efficiency in time, energy, and spend with effective reach and frequency. Also, since it is one automated system, measurement is easier with a single source of truth, which enables outcome-based KPIs. In the industry we can see that a lot of companies are getting together to provide this holistic automation across supply and demand sides to optimize spend and improve customer experience. 

Apple Story: Apple has a full-pass end-to-end story. Google, Meta, and other walled gardens don’t have the same hold on the industry that they had a decade ago, especially on consumers. With advertising and media spend increasing YoY, Apple has to follow suit of companies like Amazon, Google, and Microsoft to build automated platforms that better serve brands and their customers. With its technology and data, Apple has the capability to create a niche DSP that potentially targets consumers across the TV, mobile, and gaming, positioning them to be the  frontrunner in this space. Only time will tell if this is a winning strategy. 

The post What’s Up with Apple iDSP? appeared first on Amobee.

As the access to third party data becomes more regulated, advertisers need to invest in technology that brings data-driven intelligence about their customers from multiple sources in a deduplicated but unified form. The right balance of proprietary and curated data solutions can help brands unify disparate data sources from digital and linear formats to surface data-driven actionable insights for building custom personas and lookalike audiences that can be activated and tested through contextual targeting to reach more incremental consumers. 

Advertisers can take this a step further with a converged panel strategy to inform a higher level of investment decision-making. By converging audience and consumer panels, advertisers can make decisions on how media should be divided between linear and digital. These decisions can be about anything from what publisher mix delivers the most effective & incremental reach, to what combination or rate of cross-screen exposure drives the highest online and/or offline actions. Today it’s nearly impossible to develop a complete view of a consumer journey due to their fluidity across screens which is further aggravated by the walled gardens across the media ecosystem. Yet with the right technology, advertisers can conduct multi-panel analyses to achieve a standardized, holistic view of cross-screen exposure and activate in a manner where media buys are aware of each other and not operating in silos. The result is highly diverse use cases with significant scale. Advertisers can optimize for reach, frequency, or any other number of metrics across audiences and screens, in the most efficient manner possible.

Like the need for a multi-panel approach to campaign analysis, the future also demands a hybrid-identity (consisting of deterministic, probabilistic, and modeled identities) approach. Having technology that is compatible with today’s leading identity providers is crucial to building the right audience strategies and being able to continually test and optimize targeting tactics. 

Amobee envisions a future where advertisers can allocate, deploy, and analyze audiences across all forms of TV and the open web holistically; versus a siloed approach. Arguably, the ability to conduct advanced analytics in-platform is the best way to surface valuable insights so that brands can quickly ramp to a cookieless future. When comparing analytics solutions in the marketplace, advertisers should seek advertising technology platforms that are interoperable with multiple currencies, panels, and identities – and feature an advanced reporting suite that meets the needs of your cross-screen investment strategies.

For more tips and insights on preparing for the future of advanced analytics, explore Amobee’s Analytics Playbook and Data Playbook.

The post Future Proofing Your Identity Solution appeared first on Amobee.