04 Oct What are DSPs? SSPs? DMPs? The building blocks of programmatic advertising

Digital programmatic advertising has revolutionized healthcare marketing. Automating the buying and selling of online advertising space helps marketers precisely target consumers and healthcare professionals (HCPs) and deliver ads with personalized messages that resonate with each audience.

The proven effectiveness of digital programmatic advertising makes it a key component of medical marketing plans to help increase brand awareness, conversions, and sales. And deliver a healthy return on investment (ROI).

No wonder US advertisers are projected to spend nearly $100 billion on digital programmatic advertising in 2024.

To fully grasp the incredible potential of digital programmatic advertising, it’s essential to understand three critical components: DSPs (demand-side platforms), SSPs (supply-side platforms), and data management platforms (DMPs).

First, the difference between DSPs and SSPs

Both automate and streamline the buying and selling of online ads. But there’s a major difference between the two:

• DSPs are platforms that buy—or “demand”—online ad space for advertisers

• SSPs are platforms that sell—or “supply”—online ad space for publishers

DSPs and SSPs are opposites that share the same objective: facilitate the buying and selling of digital ad space.

DSPs: Buying ad space

DSPs:

• Connect to inventory-gathering platforms such as SSPs, ad exchanges, and ad networks, which give healthcare marketers access to a wide range of publishers’ websites and other digital platforms to reach niche audiences

• Precisely target audiences based on such parameters as demographics, interests, and browsing behavior

• Adhere to budget parameters defined by the advertiser

• Employ real-time bidding (RTB) in ad auctions, where transactions occur instantly, to ensure medical marketers purchase the most effective and cost-effective ad placements

• Speed transactions by eliminating the need to negotiate ad placements manually

• Offer in-depth campaign reporting and analytics to measure campaign success, so advertisers can make data-driven decisions and timely modifications if needed

SSPs: Selling ad space

SSPs:

• Automate ad selling, assessing bids in real-time, and selecting the most appropriate buyer

• Connect to multiple sources including DSPs, ad networks, and ad exchanges, expanding the pool of buyers to increase ad sales for publishers

• Implement RTB, allowing multiple demand sources to compete for ads in real-time at auctions

• Give publishers more control of ad placements so they can prevent unwanted content on their website or app

• Let publishers set a minimum price for ads to maximize revenue

• Permit frequency capping to reduce the chance of annoying users by showing them the same ad again and again

DMPs: Analyzing data and delivering insights

DMPs play a pivotal role in programmatic advertising. By aggregating, analyzing, and activating data from multiple sources, DMPs provide advertisers with valuable insights into audience behavior and preferences. Data sets created in a DMP can then be activated and transferred to DSP and SSP platforms.

Audience data insights drive marketers’ ability to create and closely track highly targeted campaigns that are tailored to specific audience segments to optimize engagement and conversion.

Put the power of programmatic to work for your brand

Targeted digital programmatic advertising is the proven method to ensure your audience receives personalized ads with relevant messages that drive awareness and sales. With unparalleled efficiency and cost-effectiveness thanks to DSPs, SSPs, and DMPs.

Bryant Brown Healthcare specializes in all forms of healthcare marketing, including targeted programmatic advertising, to help brands connect with healthcare professionals and consumers.

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