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THE IMPORTANCE BEHIND INTEGRATING WITH DSPs
Through the integration between Connected-Stories and Demand-Side Platforms, advertisers can leverage the highest levels of personalization, while streamlining the management of the dynamic contents.
An enhanced personalization is achieved through DSPs’ targeting parameters. Indeed, it is possible to exploit these parameters during the ad call, as conditions to dynamically personalize the advertisement delivered.
At the same time, to create an audience-based personalization campaign becomes way easier. Indeed, all of the DSPs’ macros can be managed through a single tag, while selecting and delivering the most appropriate creative content via Connected Stories’ platform.
As a result of this, the advertiser can realize an effective ad campaign in a simpler wayA large number of parameters and info can be passed down to Connected-Stories from any DSP. These data are passed on to Connected-Stories at the ad call level, so right after the DSP won the bid and a fraction of millisecond before it calls Connected-Stories to serve the ads. The way these parameters are passed to Connected-Stories is through the use of Macros inserted within the Connected-Stories ad tags when distributing a campaign. Each DSP uses different Macros and naming conventions but idea behind it remains consistent across every tech stack.
What does Connected-Stories do with those incoming signals?
Data coming in from the DSPs' Macros fall within the category of 3rd party data in regards to Connected-Stories. These data are then classified as audience-based data to distinguish them from behavioral data generated based on how users interact with the advertising content. Macro’s data can therefore be used within both the Journey Designer and the Storyboard in order to personalize the user journey (creative sequencing) but also as inputs for DCO-like variations. To learn more about how Connected-Stories enables creative personalization visit this section.
Among data that can be passed through Macros, most often used are signals related to audience segments, specific publishers or networks, the content where the ad is going to be served, geo-related data, and a multitude of standard and custom parameters. As always, sky is the limit here and the more we go on the more we see creative ways to use these feature.
So far, Connected-Stories is guaranteeing integration with some of the most important Demand-Side Platforms: DV360, MediaMath, The Trade Desk and Adform.
How does it work? Audible campaign example
Audible’s Interactive Video Campaign provides a clear example of the benefits brought by DSP integration. Indeed, the media agency OMD leveraged the integration between Connected-Stories and DV 360 – Google Demand-Side Platform – to launch Audible campaign, targeting the audience with the most appropriate advertisement among three different video formats: audiobooks,classics andpodcasts. In doing this, the agency benefited from an agile, centralized personalization process, as only one tag was needed for all the creatives, while the selection of the most appropriate format and the delivery was completely hosted by Connected Stories.
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This way, OMD was able to reach each viewer with the most appropriate video advertisement, therefore enhancing the effectiveness and the cost-efficiency of the advertising campaign.