DSPs Macros Integration for Personalization

THE IMPORTANCE BEHIND INTEGRATING WITH DSPs

What is DSP?

DSP is a ‘Demand-Side Platform’. This system allows buyers of digital advertising inventory to manage multiple ad exchanges and data exchange accounts through one interface. Advertisers and media buying agencies can bid automatically on display, video, mobile and search ad inventory from a wide range of publishers. Instead of buying inventory on publishers, what you buy is the ability to reach specific audience segments based on the DSP targeting capabilities, across a range of publisher sites. Since Connected-Stories NEXT saves you time spent on manually contacting hundreds of publishers with offers to advertise. Campaigns can be set up quickly and managed with ease allowing for personalized and dynamic content.

Data collected by DSPs is passed on to Connected-Stories NEXT at the ad call level, so right after the DSP win a bid – in a fraction of a millisecond it connects with Connected-Stories NEXT and distributes the ads. The way these parameters are passed to Connected-Stories NEXT is through the use of Macros inserted within the Connected-Stories NEXT ad tags when distributing a campaign. Each DSP uses different Macros and naming conventions but the idea behind it remains consistent across every tech stack.

What does Connected-Stories NEXT do with those incoming signals?

Data coming from the DSPs Macros fall within the category of 3rd party data in regards to Connected-Stories NEXT. This data is then classified as audience-based data which is different from behavioral data. Behavioral data is generated based on how users interact with the advertising content. Macro’s data can therefore be used within Journey Designer in order to personalize the user journey (creative sequencing) but also as inputs for DCO (Dynamic Creative Optimization) variations. To learn more about how the Connected-Stories NEXTs Journey Designer tool enables creative personalization visit this section.

Most often data that can be passed through Macros 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. The sky is the limit with so many features and personalization you can make in Creative-Stories NEXT.

So far, Connected-Stories NEXT guarantees integration with some of the most important Demand-Side Platforms: MediaMath, The Trade Desk, Adform, Adelphic, Ad Manager, Improve Digital, Display Video 360, Free Wheel, LoopMe, MadHive, SMart Ad, Smart X, Xander, Yahoo, and Zemanta.

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