1. DSPs and relevance to marketers
ad:tech Bangalore
Sep 27th 2012
Praseed Prasad

2. What is a DSP?
A DSP, as the name implies, is a 1.
Demand Side Platform. Collect Data
2.
It means applying data and technology in Profile User
order to improve the value and performance
of media inventory that is bought, using data 3.
that is collected from ad servers of past Deliver Ad
campaign management or simply acquiring
from third party.

3. Fastest growing medium – 2000 Cr of Advertising
Source: GroupM TYNY
• 30% of Digital advertising is bought for performance and
not brand building. If we include search, then it is close
to 80%

4. What do marketers want?
Better Better
Targeting Performance

5. Not new to media..
Finer Targeting Mass and
More expensive therefore cheaper

6. Yes, digital media is complex..

7. Audience targeting : A combination of both
data and inventory
Data Audience Inventory
90210
(313)
Data
+
Media
Media Exchange
Data Exchange
+
Creative
+
Rules
Smarter Smarter Reach
Right Results
Target

8. Today’s model
Homepage
Commercial
messages reach Homepage
users randomly

9. Audience clusters are beyond demographics

10. Advertising is audience based, not
placement driven

11. Benefit to marketers
• Wastage minimization = Better ROI
• Better utilization and leverage of data assets
• Real time dynamic budget allocation
• Behavioral optimization across inventory
• Transparency and better control
11

12. What’s required  A mindshift
Old world New world
Placement centric approach Audience centric approach
Media planning Audience planning
Standardised messages Individualised messages
Labour intensive Technology-driven

13. Will the old world survive?
13

14. 2 pieces of advice..
precision
performance
The more clicks
collected the better the
prediction for a target
1. Invest in Data
group with higher
performance results
number of clicks
Probability to Click
Cookie 1 10% CTR
Cookie 2 9,9%
2. Don’t chase Reach; get … …
effectiveness Cookie 3 5,1%
… …
Cookie x 0,1% Reach

15. Questions..