What is a DSP?
A Demand Side Platform (DSP) is an automated platform for advertisers and agencies, which gives the opportunity to buy ad spots (Ad Inventory) on websites and mobile applications on RTB auctions.
How it Works
A DSP platform helps advertisers and agencies take part in bidding in accordance with dynamic bid system. They can optimize their media buying process on any ad exchange with RTB technology.
Advertisers manage ad placing requests, targeting parameters, campaign timeframes and budget, bids for ad display to their target audience.
The system interacts with side platforms (SSP, Ad Exchange) with the help of OpenRTB technologies (Real-Time Bidding) and API. The selection of an ad for display (Programmatic) happens on the basis of an RTB auctions. The auction winner is defined on the basis of the maximum bid. The majority of market players follow second price auction model, whereas the others prefect first price auction model.
Who This Product is Beneficial for
A DSP platform allows advertisers manage their campaigns efficiently, achieve their marketing goals and optimize expenses. The product is the perfect fit for
- Ad networks since it allows for taking total control of the buying process and optimizing ad inventory for their clients;
- Ad agencies, willing to access ad inventory directly, manage ad placing and set prices and rules for ad inventory access.
- Major brands and advertisers willing to manage their campaigns directly and optimize their interaction with target audience.
| Product Benefits | |
| — Provides advertisers with convenient interface for setting the budget, target audience, display schedule, targeting, etc. — Can be integrated with ad networks, ad exchanges and other platforms for participating in RTB auctions and places bets for ad display automatically. — Allows for direct targeting and audience segmentation for defining a target group. — Is capable of tracking campaign results, i.e., gathers data about impressions, clicks, conversions, and other metrics and provides a report and analytical information. — Possesses fraud protection, i.e., monitors ad inventory and prevents from undesirable or fraudulent ad placing. — Corresponds to legislative acts and standards in personal data processing. | — Each architecture component is horizontally scalable. They enable high level of fault tolerance and efficient use of server resources. — Handles high load and is capable of processing big traffic amount, i.e., the time for processing a request does not exceed 20 ms, even at 100,000+ bid requests per second. — Can be set up in both single data center and data centers located in different continents. — Can be set up in both dedicated physical centers and Cloud solutions, such as AWS, Azure, Google Clous, etc. — Contains a built-in system for monitoring, notification, backup and data storage. — Uses up-to-date methods of information protection from illegal access. |
The legislative acts and standards in personal data processing are:
- The General Data Protection Regulation (GDPR) from
25.05.2018 in EU. - The California Consumer Privacy Act in California, the USA,
- APPI in Japan, PIPEDA in Canada, Australian Privacy Act, etc.
OrbitSoft Cases
Beeline Programmatic
Beeline Programmatic is a Russian company which specializes in the analysis of content and Internet resources. The company provides a variety of filters to protect users of Internet resources from inappropriate content and works with major Internet service providers in Russia.
Our Goal
Beeline Programmatic Company wanted to create an ad platform to show their users target ads on the basis of mobile network operator’s data. Our client was looking for a ready-made solution, customizable to the operator’s specifics and capable of integrating with its services.
Our Solution
We offered a complex solution on the basis of our own solutions, such as OrbitSoft Ad Server, OrbitSoft SSP, OrbitSoft DSP and OrbitSoft DMP.
We integrated the system with the mobile network operator’s services. Integration modules enhance the capacity of RTB systems in terms of customer authorization, data enhancement, and unique targeting parameter receival. This gave us the opportunity to create a system unparalleled in the digital ad market.
Authorization and GEO & HTTP processing modules allow for processing and analysis of tens of thousands of messages per second. The system processes hundreds of GBs of data per 24 hours.
The Outcomes
- We have launched and deployed the system in the operator’s circuit, integrated it with all the big ad exchanges, including Google Adx, Mopub, OpenX, Smaato, etc.
- Within an MVP such ad agencies as Gazprom Media Digital, Dentsu Aegis, got a subscription, and such ad campaigns as HBO, Disney, AliExpress, Tinkoff Bank were launched.
- The system was introduced at the international conference HybridConf.
HubDSP
HubDSP is a DSP, working on the basis of programmatic-technology to display ads to the right people at the right time. Their platform uses the unique technology of the automated purchase advertising in real-time based on the auction of the second mode price. The platform manages the advertising in all major channels: banners, video, a mobile advertising. With offices in Denmark, Belarus and Estonia they collaborate with international agencies and brands, who need reliable and professional partner in marketing and programmatic ads.
Our Goal
The ad agency needed their own technical solution to help advertisers work with large ad exchanges and purchase premium traffic. Ready-made solutions existing in the market did not meet their needs.
They were looking for a company with strong expertise and ready-made solutions, on the basis of which they could create a customized one. The advertiser’s personal account needed to give the opportunity to buy inventory via OpenRTB technology, manage campaigns in a centralized way and provide with monitoring, reporting and analytics.
Our Solution
We have developed a platform that possesses ad buying function and supports RTB technology. Advertisers can select their target audience, based on placement time, demographic and behavioral factors. They can bid for ad display in real time. That guarantees perfect hit of an ad message in the target audience.
Advertisers can analyze campaign results, optimize them and define how and when to spend the budget. They have a unified instrument panel on the platform, where they can look through ads, their statisctics, budgets, etc.
The Outcomes
The company has received their own technical solution, corresponding to their requirements. It allows them place their ads on such a premium inventory as Forbes, CoinMarketCap, etc.
SmartRTBGroup
SmartRTBGroup collaborates with a large internet provider with over 1,5 billion users. The company implemented the filter system and internet resource categorization according to interests. The system allowed for the creation of interest lists and user’s intentions on the basis of user traffic.
Our Goal
SmartRTBGroup and the provider were looking for a contractor to develop an ad system, using interest data and user’s intentions. The company was planning to work with advertisers and place ads on side resources.
Our Solution
We suggested implementing ad display in side resources with the help of OrbitSoft DSP technology for RTB. Being an integral part of the platform, a DMP module appeared to be an additional benefit of OrbitSoft DSP. It gathers and processes information about users, including sex, gender, interests, etc. It gives advertisers the opportunity to target ads based on user’s interests and intentions.
We integrated SmartRTBGroup system with our platform, i.e.:
- Extended DMP module with the data on users' intentions and behavior;
- Integrated Cookie Sync (a module for user synchronization) into the client’s system;
- Added side SSP platforms and Ad Exchanges.
After testing and debugging stages, the system was launched as an MVP.
The Outcomes
Having implemented OrbitSoft DSP, the company signed several contracts with large agencies and advertisers.
