When choosing a demand-side platform (DSP), it's important to consider several factors in order to ensure that the partnership will be successful. Here are a few key considerations:
Platform capabilities: Make sure that the partner's platform has the capabilities to meet your specific needs, such as targeting options, inventory access, and reporting and analytics. If your goal is to do account-based marketing (ABM), be sure they have third-party data partners, such as ZoomInfo or Dun & Bradstreet.
Integration options: Consider how well the partner's platform will integrate with your existing technology stack, such as your ad server or CRM. Ensure that any DSP you select offers pixels for your site so you can track conversions from their platform to your site.
Quality of support: Look into the partner's support structure, including the availability of account managers, technical support, and training resources. Some DSPs offer only the self-service product until you hit a spend threshold so you may not have access to any support from an account manager.
Transparency: Ensure that the partner provides transparency in terms of how they manage campaigns, such as the types of inventory they have access to, and how they are optimizing campaigns. Reporting will be key to managing and optimizing campaigns, so the more granular the reporting, the more successful your campaign will be.
Performance: Look for a partner that can demonstrate a track record of performance and has a good reputation in the industry. Depending on your goals, such as leads, branding or conversions, be sure your partner has examples of success.
Flexibility: Choose a partner that is flexible in terms of contract terms, pricing and can adapt to your needs. Be sure to read the terms and conditions thoroughly!
Scalability: Choose a partner that can scale with your business and be able to handle the volume of traffic and data you expect. Be sure to choose a partner who supports all ad formats, even if they are not part of your strategy currently. Down the road you may want to expand to high-dollar, high-impact formats and not have to switch DSP.
It's also a good idea to ask for references and case studies to gain a better understanding of how the partner has worked with other clients. It may be beneficial to conduct a trial period to evaluate the partner's performance and ensure that they are a good fit for your business. Blueprint can help you evaluate partners and help determine which one is best for your business. Contact us today!
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