Top 5 Demand-Side Platform (DSP) Companies and Comparison
A demand-side platform (DSP) helps advertisers purchase ad impressions in real-time, over the internet. Considering the competition among DSPs in the market, it can be daunting to pick a DSP that best suits your requirements. Here are five demand-side platform companies and a comparison of their key offerings to help you kickstart your search for the ideal DSP.
A demand-side platform (DSP) is a crucial component of the programmatic advertising ecosystem. DSPs help brands, advertisers, and agencies with programmatic media buying by participating in real-time bidding (RTB) auctions. Advertisers can purchase ad impressions on publisher websites, mobile apps, and other digital properties through DSPs.
Advertisers can tap into the vast pool of ad inventory via programmatic advertising rather than being confined to a standalone advertising platform this is facilitated through DSPs. Refined targeting capabilities, anti-fraud measures, intuitive UI, and sophisticated reporting tools make demand-side platforms a crucial part of an advertisers adtech stack.
If youre in the market for a DSP, we have compiled a list of five demand-side platform companies. We have also evaluated their targeting capabilities, available inventory types, anti-fraud measures, etc. to help you get a clear view of each product.
Lets jump in!
1. dataxu TouchPoint
The dataxus TouchPoint DSP claims access to over three trillion global ad impressions through open and private ad exchanges.
dataxu allows advertisers to choose from a set of algorithms to help them reach campaign-specific impression-level goals. TouchPoints Cruise Control feature helps advertisers optimize their campaigns goals.
Lets look at the main features of the demand-side platform:
- Types of Inventory: Display, native, mobile, social, audio, digital out-of-home (DOOH), digital video, connected TV, addressable TV, and game consoles
- Targeting Capabilities: Prospecting, third-party data, contextual and site targeting, dynamic retargeting, geofencing, geotargeting, IP targeting, and weather triggered delivery
- Reporting: API access to dataxus ClearSight analytics platform
- DMP Integration: API access to dataxus DMP – OneView
- Anti-fraud Measures: Integration with DoubleVerify
- Pricing: Quote-based pricing
2. Basis by Centro
With access to 11,000+ publishers, Basis lets advertisers run omnichannel programmatic ad campaigns. Basis is a media automation software application that enables advertisers to plan, buy, and optimize programmatic media as well as direct, search, and social media.
Here are the key features of the demand-side platform:
- Types of Inventory: Display, mobile, video, native, audio, connected TV, search, and social
- Targeting Capabilities: Geotargeting, geofencing, demographic, contextual, language, device, search/keyword, domain URL
- Reporting: Available in the Basis suite
- DMP Integration: Offers DMP solutions as part of their digital marketing services
- Anti-fraud Measures: Integration with DoubleVerify
- Pricing: Quote-based pricing
3. Adobe Advertising Cloud DSP
The Adobe Advertising Cloud DSP is the only omnichannel platform that supports all forms of TV campaigns. Advertisers get access to more than 50 publishers and TV broadcasters and can build a unified customer profile that goes beyond cookies and devices.
With the real-time reporting feature, advertisers can analyze and optimize campaign performance on the go.
Here are the key features of the demand-side platform:
- Types of Inventory: Search, social, display, video, linear TV, addressable TV, connected TV, audio, and native
- Targeting Capabilities: Geographic, audience segment, device type, manufacturer, OS, browser, connectivity, and inventory targeting (domain URL, apps, and categories)
- Reporting: In-build dashboard. Can be integrated with Adobe Analytics for advanced reporting features
- DMP Integration: Access to Adobe DMP (Audience Manager)
- Anti-fraud Measures: In-built brand safety tools
- Pricing: Quote-based pricing
Learn More: What Is an Ad Network? Definition, Types, and Examples
4. Pocketmath PRO
Pocketmaths self-serve mobile DSP allows brands to reach out to their audience on mobile devices such as smartphones, tablets, and wearable devices. Pocketmath PRO offers cost per mille (CPM) bidding and enables advertisers to target their audience on both mobile web and mobile apps. Brands can establish mobile app usage-based audience segments using Pocketmaths AppGraph feature.
It is to be noted that Pocketmath PRO is strictly a mobile DSP and doesnt offer desktop or cross-device functionality.
Here are the key features of the demand-side platform:
- Types of inventory: Banner, video, native, rich media
- Targeting Capabilities: Demographic, behavioral, hyperlocal, time-based, publisher/domain URL, carrier, device, OS, retargeting
- Reporting: In-built dashboard
- DMP Integration: Offers integrations with DMPs such as Lotame and Neustar AdAdvisor Audiences
- Anti-fraud Measures: Integrations with Pixalate and Integral Ad Science (IAS)
- Pricing: Charges a margin of 20% of the ad spend
5. Epom DSP
Epom is a self-service DSP that also provides a white label solution for brands looking to build their DSP. Currently, Epom has integrations with 36+ SSPs and serves ads in over 186 countries.
Through Epoms Bidding Autopilot, advertisers can set a click-through rate (CTR) or cost per action (CPA) goal and publishers that fulfill the goal will move to the whitelist. This way, advertisers are assured about achieving the end goals of their advertising efforts.
Here are the key features of the demand-side platform:
- Types of inventory: Banner, video, native, push, and pop-up ads
- Targeting Capabilities: Browser, OS, device model, language, time of day, carrier, geolocation, app name, domain URL, etc.
- Reporting: In-built dashboard
- DMP Integration: Offers DMP integrations
- Anti-fraud Measures: Uses TAG registered anti-fraud tools and Forensiq to detect ad fraud
- Pricing: Basic plan starts from $250/month and goes up to $2500/month and beyond
Learn More: What Is a Supply-Side Platform (SSP)? Definition, Features, Companies, and Examples
Demand-Side Platform Platform (DSP) Comparison
A glimpse into the features of these five demand side platform companies will ensure you are aware of the possibilities and capabilities of a DSP. Heres a demand-side platform comparison to help you make the right decision.
Criteria | |||||
---|---|---|---|---|---|
Types of Inventory | Display, native, mobile, social, audio, DOOH, digital video, connected TV, addressable TV, and game consoles | Display, mobile, video, native, audio, connected TV, search, and social | Search, social, display, video, linear TV, addressable TV, connected TV, audio, and native | Banner, video, native, rich media | Banner, video, native, push, and pop-up ads |
Targeting Capabilities | Prospecting, third-party data, contextual and site targeting, dynamic retargeting, geofencing, geotargeting, IP targeting, and weather triggered delivery | Geotargeting, geofencing, demographic, contextual, language, device, search/keyword, domain URLGeotargeting, geofencing, demographic, contextual, language, device, search/keyword, domain URL | Geotargeting, geofencing, demographic, contextual, language, device, search/keyword, domain URL | Demographic, behavioral, hyperlocal, time-based, publisher/domain URL, carrier, device, OS, retargeting | Browser, OS, device model, language, time of day, carrier, geolocation, app name, domain URL |
Reporting | API access to dataxus ClearSight analytics platform | Available in the Basis suite | In-build dashboard. Can be integrated with Adobe Analytics |
In-built dashboard | In-built dashboard |
DMP Integration | API access to dataxus DMP – OneView | DMP solutions part of digital marketing services | Access to Adobe DMP (Audience Manager | Integrations with DMPs like Lotame and Neustar AdAdvisor Audiences | DMP integrations |
Anti-fraud Measures | Integration with DoubleVerify | Integration with DoubleVerify | In-built brand safety tools | Integrates with Pixalate and Integral Ad Science (IAS) | TAG registered anti-fraud tools and Forensiq |
Pricing | Quote-based | Quote-based | Quote-based | 20% of the ad spend | From $250/month |
This list of demand-side platform companies is not meant to be exhaustive; it is merely meant to give you a glimpse into the DSP features available. Use these tools as a starting point in your quest of comparing DSPs to find one that works for you. Besides these platforms, companies such as SmartyAds, Amazon DSP, Verizon Media DSP (formerly Oath), Sizmek, Turn/Amobee DSP, and Choozle also offer competent DSPs.
Learn More: Top 5 Programmatic Advertising Platforms for 2020 and Beyond
By thoroughly researching each of these platforms, you understand the common and not so common features offered by these DSPs. You can use this knowledge to guide your purchase decision.
If you have any questions about choosing a demand-side platform, ask us on Twitter, Facebook, and LinkedIn