Demand-side platform (DSP) is the software used by advertisers to buy search, mobile, and video ads from the marketplace on which publishers’ list advertising inventory. These platforms allow for management of advertising across various real-time bidding networks, as opposed to just one, like Google Ads. It offers various advantages for instance easy management, real-time bidding, and enhanced campaign reporting. These benefits make it easier for the user to opt for this system and therefore enhance the rate of adoption of demand-side platforms across various industries.
According to study, “Global Demand Side Platform to reach USD 6.5 Million by 2026” the key companies operating in the global demand side platform are Criteo, Facebook Ads Manager, Double Click, Appnexus, Adobe, Amazon (AAP), Tubemogul, Trade Desk, Centro Inc., Oath Inc, Dataxu, SocioMatic, Mediamath, AdForm, Amobee and Sizmek. Key companies have many computer-based technologies for media buying automation across different sources. The main purpose of DSP is to buy advertisements placements at the minimum price and to show ads to those users who have as perfect match as possible with the advertiser’s requests.
Based on type, demand side platform market is segmented as PPB (Programmatic Premium Buying), RTB (Real Time Bidding) and others. Based on programmatic buys, market is segmented as programmatic guaranteed, open exchange buy, preferred deal, private marketplace and others. Based on functions, market is segmented as frequency capping, creative optimizations, targeting, budget pacing and others. In addition, based on industry vertical, market is segmented as BFSI, consumer goods, media entertainment, retail & restaurants, healthcare, government, travel & transportation and others.
The demand side platform market is driven by increase in popularity of mobile advertising with increasing mobile devices, followed by surge in optimizing digital experiences to meet the changing customer preferences, real-time bidding, easy management, enhanced campaign reporting, growth of social media & social advertising and sophisticated advertising, speed, precise targeting, and analysis. However, high initial cost and complexity associated with software may impact the market. Moreover, inefficient traditional online display advertising and growth in programmatic advertising are key opportunities for market. Furthermore, real time bidding in programmatic buying to show right Ads to right people is a major trend for market.
Based on geography, the North-American region dominates the global demand side platform market owing to presence of large market players dealing in demand side platforms across the region. Whereas, the European and Asian-Pacific regions are anticipated to witness higher growth rate due to increase in penetration of internet and social media over the forecast period. In near future, it is estimated that future of the global market will be optimistic as a result of higher penetration of digital advertising along with crucial role of smart phones in such process during the forecast period. The global demand side platform is valued approximately US $8.007 Million in 2018 and is likely to grow with a growth rate of more than 30% over the forecast period 2019 to 2026.
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Ankur Gupta, Head Marketing & Communications