A Year of Adform DSP
It has been quite a while now since Adform introduced the first and only Demand-Side Platform in Europe. And just like they say – time flies, when you’re having fun. In this blog post we are going to review the development of our DSP and briefly introduce the latest additions and upcoming features.
The Real-Time Bidding module of our platform is a site of never-ending development. From implementing new bidding models and methods to constantly adding new inventory partners, there is always something cooking there.
It all started more than a year ago, but what a year it has been! Our partnerships with ad exchanges began with the biggest of them all – Doubleclick Ad Exchange. Since it was just the first step into the market, it was soon followed by the addition of Microsoft Advertising Exchange (via Appnexus) and Admeld among others. A wide selection of inventory partners means we can offer higher audience reach to our customers and they can use their media budgets more effectively and most importantly, increase their return on ad spend (ROAS).
We, of course, are continuing the work on expanding our inventory partner palette with even more exchanges and publishers. Three new SSPs from local European countries have already been added and more than ten others are on the way. This will further improve the possibilities of our DSP, as well as establish Adform as a clear leader in the European RTB/DSP market.
While inventory is one crucial part of any demand-side platform, the bidding and management technology behind it also play a very important role. In fact, it is vital for a DSP to employ advanced mathematical algorithms, not only to be able to buy media in an automated way, but also to allow for efficient audience targeting while doing so.
This is where Adform excels. From the very first steps of the company back in 2002, one of the goals was to make online advertising more simple and effective with the use of technology. This striving for technological perfection is today still as much a core value for the Adform development team as it was ten years ago.
In the early days of Adform DSP we were very cautious with our product. We have only allowed dedicated clients in the pre-defined test markets to use it. It was decided to begin with a basic platform and then build on top of it, instead of releasing a huge ‘feature-packed monster’ to the wild internet at once. We can now say that the chosen path was a success: slowly but surely we added more and more features to our DSP offering – allowing some time for our clients to test it and give us feedback in between these upgrades. This way, from a simple Real-Time Bidding engine, active in a couple of countries, and with support for basic buying types only, we have become the leading European DSP with billions of daily transactions and numerous happy customers across Europe and beyond.
In the near future, next to expanding our inventory partner base, we are going to take DSP and Real Time Advertising technology to a new level once again. One important focus area is the ability for advertisers to reuse collected data and expertise from previous online activities, despite the channel used.
We already offer our clients some of the cross-channel functionality, for example, Universal Frequency Capping. UFC is unique to Adform and enables advertisers to limit the number of impressions for a single user on standard as well as RTB campaigns. That is, if the frequency threshold for a campaign is set to five (maximum of five impressions per unique user throughout the campaign) and a user has already seen the ad on regularly bought media three times, he will be shown the ad via RTB channels a maximum of two times, and so on. Following the same idea, marketers will have more control over their online cross-channel activities as well as use for their historical campaign data.
Another example of the benefits Adform can already bring today comes from search. A lot of consumer research around products and services today is done online. Adform enables marketers to employ data collected from their potential customer searches to improve sales and client satisfaction. For example, if you own an electronics e-shop, you get a lot of traffic from search. With Adform, you can retarget your potential customers (on standard and RTB channels) with messages you know are relevant to them, because they searched for it. Furthermore, if they had already bought what they were looking for – Adform allows you to upsell such customers with relevant messages once again, by offering accessories, upgrades, etc.
We believe such data-driven marketing will become standard for DSPs in the future. Once we get there with Adform DSP, it will make an already outstanding product even greater. And if it all sounds just too good to be true, why not try Adform DSP today?