Posts Tagged ‘MediaMath’

Quantilus_finance

The search is over and the best DSP on the planet has been found.

Taking into account global resource, data centre locations, commercials, minimum spends, targeting options, QPS, UI, reporting, sources plugged in, a list of the top DSPs has been put together.

MediaMath have a good combination of most key elements such as internal expertise for advance setups, they tap into all sources as a priority so they have the most reach available out of all DSPs and have an advanced algorithm that does what it says on the tin. They are also flexible on the commercials allowing you to build your volume up overtime with little risk. This strategy also gives you an idea of the kind of client service they provide which is at an exceptional level.

DoubleClick Bid Manager have certainly improved since moving onto the Google stack tapping into more sources than ever. They still cannot tap into FBX though and are locked out from certain publishers due to being under the ‘Google’ umbrella. As you’d expect, they do have the most superior QPS which is certainly an advantage when it comes to display CRM.

Turn were very slow getting a data centre in Europe and they have a long way to go but they are still a very respectable DSP.

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MediaMath
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DoubleClick Bid Manager
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Turn
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AppNexus
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DataXu
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LucidMedia

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Criteo have certainly become popular over the past few years with marketers. This is mainly due to them being sold into a no hassle site remarketing solution paying on a low risk CPC basis.

What a lot of marketers and CEOs don’t know is that by using a managed site retargeting service like Criteo is not only lazy and inefficient, but it it’s also opening the business to data leakage which could have a damaging effect.

Let’s break those three key points down further:

1. Inefficient way of spending money – Criteo typically charge c 50p CPC yet using a DSP eg. MediaMath and Adacado together, the eCPC rate would be c 5p. Everything works back to an eCPM for display, so on a CTR of 1.5% you’re paying £5 CPM for the managed service via Criteo and only c 70p CPM for the media and dynamic creative service both on a self-service basis. Not only that, 1.5% is quite conservative for a dynamic remarketing CTR so as it goes up, so does Criteo’s eCPM.

2. Lazy – it’s a lot easier to send a monthly invoice to accounts to pay but it does take a bit more intelligence, will power and proactiveness to get a self-service DSP on board and dynamic creative supplier. Display CRM would only be part of someone’s job and they’d typically apply a tight frequency cap and low CPM at the top of the funnel, but as you go lower in the funnel the frequency cap should be increased alongside the CPM as the users become more valuable to your business.

3. Data leakage – allowing a third party to ‘manage’ your data for you is always risky that it could fall in the wrong hands eg. a competitor or data exchange.

Something I haven’t mentioned is scale and volume, although Criteo do have a few exclusive publishers, this doesn’t match to any degree the sheer scale which a DSP such as MediaMath or DoubleClick Bid Manager bring to the table.