How to choose the DSP that suits you?

　In today's Chinese market, there are a wide variety of DSPs, including "foreign" DSPs, "returned" DSPs, local DSPs, etc. Everyone claims to be the best. As advertisers and agencies, how can you choose a reliable and suitable DSP from dozens or hundreds of names? The following points are worth considering:

　　Types and History of DSP:

　　Many DSPs evolved from ad networks. This type of DSP has a relatively long-term and stable traffic source and a group of webmasters, especially has good optimization functions for remnant inventory, and also accesses Premium traffic, which is very suitable for sales-oriented online performance marketing activities. Avazu DSP is a good example.

　　Some DSPs have high-quality resources from large websites, especially food website resources. Although they are expensive, they are suitable for brand clients and short-term brand activities that require high exposure and top advertising positions.

　　Giants such as Tencent also have their own DSPs, which are mainly used to sell the remaining traffic of their own media. They are highly visible and have fixed traffic. If you want to conduct advertising activities that require traffic from these websites, you need to discuss cooperation with these DSPs separately.

　　DSP technical capabilities:

　　Whether RTB integration or programmatic buying can be performed is an important indicator to measure the capabilities of DSP. A technology-oriented DSP can ensure the effectiveness of delivery and optimize efficiency on the one hand, and effectively prevent the infiltration of false traffic on the other.

　　DSP access traffic:

　　Whether DSP has connected with mainstream ad exchange platforms Ad-exchange or demand-side platforms SSP, and whether it has its own traffic, is another criterion for measuring DSP capabilities. Generally, the ad exchange platforms connected include international and domestic ones, such as Google Adexchange, Yahoo Rightmedia, Appnexus, etc., covering local users and Chinese users of international sites. DSP often has direct cooperation with some large sites with strong technical capabilities, which can also be seen from another aspect of DSP's ability to run online activities.

　　In the past three years, Avazu has provided Avazu DSP, which integrates retargeting technology and audience targeting technology, to international and domestic customers. While improving brand accuracy, it also directly increases customer sales and conversion rates, making it the only choice for effect-oriented online activities.