What is a self-serve DSP?
A self-serve DSP is a tool that allows automated media buying with convenience and control, without the need for intermediaries and third-party platforms. Once marketers set up a campaign, they can define targeting parameters and upload the ad creative to the DSP to take over the job and automate the rest of the process. Like traditional ad auctions, self-serve DSPs also operate under a real-time bidding (RTB) system where marketers can bid on open ad spots in real-time to deliver their ads on ad platforms if they get the highest bid. With self-serve DSPs, marketers can manage ad campaigns from start to finish with greater flexibility, transparency, and cost efficiency, because they do not have to experience the hassle of paying extra to intermediaries and undergoing multiple negotiations to publish ads. However, self-serve DSPs do come with certain limitations. Marketers should only use the solution if they have prior experience with programmatic advertising and know which parameters to input to attain successful results. Novice marketers who have no knowledge or existing metrics to refer to should consider employing full-service DSPs first.
When should marketers use a self-serve DSP?
Lack of human resources in the in-house marketing team
If the business employs a fully programmatic ad delivery method, but there aren’t enough human resources to operate the marketing system, then a self-serve DSP will be a useful tool. The self-serve DSP provides a premade platform where the basic functions are already set up for the marketers, so it can cover the need for extra human labor and allow small marketing teams to also fluently operate their marketing strategies.
Limited ad budget
If a business has a limited ad budget and cannot afford advanced solutions but wishes to deliver programmatic ads, a self-serve DSP can be the optimal alternative. Self-serve DSPs are cost-saving because it eliminates all of the in-person negotiations and lengthy meetings between ad platforms by automating the entire procedure. Hence, marketers can launch quicker, more instantaneous campaigns without having to go through a tedious process.
Pros & cons of self-serve DSPs
- Budget-friendly: Self-serve DSPs are a budget-friendly option for businesses because it saves management fees and extraneous costs that they would have to pay if they were to use a managed service DSP. Furthermore, there is no minimum spend requirement for campaigns, so marketers are able to invest however much they can afford in ad deliveries.
- Control & Flexibility: Advertisers have more control over their campaigns, as they have the freedom to set strategies and parameters without being intercepted by other third parties. They can make real-time adjustments by directly monitoring performance data and making independent decisions, allowing for greater flexibility and agility.
- Transparency: Unlike full-service DSPs where ad networks provide filtered datasets to marketers, self-serve DSPs offer data transparency because marketers have direct access to the performance results of their ads. This can help marketers make accurate and cohesive decisions without having to guess and generalize their data.
- Requires prior knowledge: Marketers need a certain level of knowledge and experience in the programmatic advertising landscape in order to functionally operate a self-serve DSP. A technical understanding of the DSP’s features, programmatic settings, and optimization techniques are all essential for operating one and making sure that ad inventories are not wasted.
- Limited technical support & data collection: Since self-serve DSPs are largely automated, there may not be a customized support system or on-call service available, and marketers may need to rely on existing documentation or knowledge bases to operate the DSP. Furthermore, a self-serve DSP has a limit in the range of data it provides. They have limited data retention periods and are not optimized for generating sophisticated data reports, so marketers may have to rely on external providers to expand their data set. While the process itself is very compact and simplified, that could also mean that marketers do not have access to advanced features that drill down on the granular subparts.