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DSP Players Release Study on Platform's Benefits

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Perhaps indicative of the urgent need to convince more publishers that data-centric real-time-selling is for them, four of the top demand-side platforms, MediaMath, [x+1], Turn, DataXu and PubMatic—a company which helps publishers manage their ad inventory across multiple channels—teamed up to create a study to help accomplish that.

Many top media companies, including the likes of Turner, CBS, MTV Networks and CBS, have shied away from selling Web ad inventory via DSPs—i.e. technology platforms which enable advertisers to buy specific audiences in real time.

These companies fear that the DSP model will negatively impact their overall pricing. Yet publishers can command a hefty premium when they sell inventory via DSPs—an average price increase of 64 percent when compared to non DSP-sold inventory, according to this new report.

To compile data for the study, each DSP anonymously tracked three different ad campaigns—each representing a different ad category, over a 30 day period this past August and September.

The study found that besides the pricing lifts enjoyed by publishers, advertisers benefit tremendously from employing real-time-bidding. On average, campaigns that utilized real-time bidding provided advertisers with return on investment metrics (which differ by brand) that were 101 percent better than non real-time campaigns.