Best-performing ad formats for programmatic — Sergey Shchelkov // Epom

Show Notes

• 02:31
  Th growing demand for white label DSP solutions

  Many agencies are now exploring creating their own solutions rather than relying on existing third-party services or having another agency do it for them. This shift is driven by the desire for greater control and comprehensive management of their media buying capabilities.
• 03:58
  Considerations before bringing media buying in house

  If you are considering bringing your media buying in-house, it is important to thoroughly evaluate the decision. The benefits include cost savings and the development of custom-built programmatic algorithms that empower brands to deliver hyper-targeted advertisements.
• 05:43
  Benefits of white label DSP for in house media buying

  In-house media buying with the right white-label DSP offers cost-effectiveness and savings by eliminating fees paid to intermediaries. It also provides control, data privacy, and customizable features for more intelligent purchasing decisions.
• 06:57
  Cost savings with white label DSPs in media buying

  Using a white-label DSP for media buying can result in cost savings ranging from 30% to 70%, depending on the chosen DSP, advertising format, and proximity to publishers. Specific savings should be assessed on a case-by-case basis, as DSPs may not openly disclose their rates.
• 08:10
  Balancing functionality and control in white label DSP campaigns

  Using a white label DSP provides greater control and customization options compared to platforms like Facebook and LinkedIn. However, this control requires expertise and resources to fully leverage the capabilities of the DSP that not all clients may have the capacity for.
• 10:18
  Requirements for effective campaign targeting when using a DSP

  The ability to work with data is essential as solutions like Epom provide raw data that can be analyzed for insights on your media buying. For optimization, you can run bid algorithms and create rules for bidding on specific traffic sources, but you have to set it up on your own.
• 12:00
  Targeting optimization in DSPs

  A DSP enables you to choose specific websites or apps from an SSP's diverse inventory that effectively drives clicks or registrations to you at a fair price. Real-time analytics help advertisers bid higher on effective traffic sources, optimize campaign performance, and budget allocation.
• 13:24
  Targeting and optimization for effective campaign performance

  Create targeted criteria based on geo, interests, and user IDs to engage in massive-scale buying and specifically target relevant individuals. Optimize campaigns by analyzing post-ad interactions and conversions to identify successful traffic sources and allocate budgets effectively.
• 14:47
  The cost of setting up a DSP

  Epoms DSP setup can be done in 10 to 15 minutes, but if you build your own SSP relationships, it could take a day to several weeks. Costs for running your own DSP vary, with some DSPs charging 1000s, while Epom offers options of $250 per month or 5% of ad spend.
• 16:41
  Drawbacks and challenges of running your own DSP

  Challenges include the need for expertise in ad tech and programmatic advertising, which may require hiring or developing talent. Also, significant time and resources are required for setup and rolling out necessary updates as the industry, trends, and technology evolve constantly.