Why brands build demand-side advertising platforms — Sergey Shchelkov // Epom

Quotes

• “A white-labeled DSP is a platform that allows you to connect to external supply site by the firm’s SSPs and bid on them using RTB or real-time bidding.” -Sergey“For some of the clients, the DSP is what we would consider a self-serving account where they could just log in, gain access to their SPs already that are pre-set and connect to the platform. In return, where the DSP is, it would take a catch of any bid that you make.” -Sergey “What Epom provides is, it allows you to consolidate everything in your own hands without having to pay any percentage to the DSPs in question.” -Sergey“We have the DSP which is the demand-side provider that gives you the ability to place a bid within an SSP which is a supply-side provider. So if you are anadvertiser on a DSP and the SSP, essentially the collection of publishers, takes your bid and decide whether that is going to be published.” -Ben“Essentially, what you are saying is that there are all the ad networks that are doing the programmatic management that is taking a cut of the advertising and using your own DSP can essentially cut out that agency fee.” -Ben“It’s anywhere from 5% to 20 or 30% but you wouldn’t have any control directly and there is no way for you to know unless you contact the SSP in question and then you compare the results.” -Sergey“For a 10,000 dollar buy it probably makes sense to go through a programmatic advertising platform thinking that they are not going to charge on average 20 to 30% for each buy. When you startto scale up, that flat fee really starts to make sense.” -Sergey“Big global SSPs are always looking for some niche local demand because we have a lot of suppliers coming in.” -Sergey “If you are a large media buyer, you’re looking at 20,000 dollars per month of ad spend and you have some setup time, a few days to a few weeks to be able to go to the SSPs and work out and negotiate the integration. That having the white-labeled DSP, the actual connection, the technical component of getting your ads to the supply side to actually have them published, is no longer an issue.” -Ben“There can be tremendous cost-savings when you’re buying the media at scale, from moving to a somewhere between 5 to 30% fee on your ad serving to being able to do that yourself.” -Ben “You can do various things with this data. You can analyze for optimization, you can understand exactly what is going on and then make some adjustments on your side. It brings control and power directly to you.” -Sergey“At Epom, we believe that nobody knows your business better than you do and you have the relevant data at your disposal that are associated with your product and you can leverage that to actually create funnels and user flows.” -Sergey“We are allowing the businesses that want optimization into a more controlled environment by themselves rather than relying on somebody else to understand their business for them and we provide a platform to you.” -Sergey“What we do is, we provide you with a dummy account or a live working account, it really doesn’t matter for you to explore.” -Sergey