The Value of a DSP Built on Its Own Data Management Platform

Most companies in adtech today are built as a point solution (i.e., data provider, ad network, demand-side platform (DSP), supply-side platform (SSP), and so on). While this approach has its value, it doesn’t offer the flexibility today’s marketer needs. Because brands need better performance, deeper insights, and better control of their campaigns, Simpli.fi’s unique approach to advertising provides marketers with the tools needed to succeed.

What makes us unique? We built our DSP — our primary business model — on top of our own data management platform (DMP) in order to provide advertisers with data-driven advertising at the data-element level (e.g. browsing behavior, GPS location, contextual content, and more).

Unlike other digital adtech companies, Simpli.fi doesn’t rely on data that is pre-packaged into segments. We realized that to drive better performance and derive deeper insights, marketers need to test, measure, and refine their efforts based on individual raw data points within user profiles and individual campaigns.

The result is our Advertising Success Platform that brings leading technology solutions in programmatic and workflow software management to today’s advertisers. At its core is an industry-leading DSP, powered by massive amounts of data.

There are plenty of powerful demand-side platforms in today’s advertising landscape. What makes us much more than another DSP is that we are built on our own DMP, powering better performance, deeper insights, and better campaign control. And we offer workflow software management solutions to help automate and modernize advertising.

Let’s look at the components of our Advertising Success Platform and how they deliver better performance, deeper insights, and more control.

Simpli.fi’s Data Management Platform

Simpli.fi’s DMP is a proprietary data management platform that powers our DSP, enabling you to target relevant consumers with a highly effective, data-driven approach. For instance, you can leverage our DSP to target mobile users based on privacy-compliant, time-stamped GPS data which is available through our DMP.

By building our DSP on our DMP, marketers can identify and home in on the individual data elements that drive performance in real time. Let’s say you discover that consumers who search on a particular keyword and browse content in a specific app are 2x more likely to convert. With our Advertising Success Platform, you can focus your campaign spend on users who meet that criteria. And that can be done both manually and automated, with powerful machine-learning algorithms in place to drive better performance faster.

This is how we deliver a data-driven, performance-first approach to advertising that exceeds any other DSP on the market today. (It’s a key reason why our data management platform received market-leading recognition from G2 reviewers!)

The Challenges of Audience Segments

Most DSPs rely on integrations with third-party data providers for audience-based targeting solutions. Simpli.fi offers the same access on our DSP. However, our goal has always been to exceed what the market offers to provide brands with more control over their targeting and reporting so that they can drive campaign performance and get deeper insights to their audiences. Audience segments can’t deliver on those goals. Why?

To begin, pre-packaged segments can result in waste with varying severities. For example, a diaper brand may want to target new moms for a campaign. To reach them, the brand purchases multiple audience segments of parents. But who is really in that segment? How were the users classified as such? And how fresh is that data?

Without an understanding of all the data elements within that segment, that brand may deliver ads to a parent with teens (or to someone who doesn’t have any children, depending on the accuracy of the data). Insight in this instance directly equates to relevancy.

Brands need transparency into this type of data so they can zero in on valuable consumers in order to make meaningful connections.

Additionally, frequency is harder to control with pre-packaged user segments, as those segments may not provide real-time control over the frequency of targeting. Without full visibility into the composition of the audience segment, you can’t understand the frequency of targeting and adjust it accordingly. What’s more, when purchasing multiple audience segments, you may inadvertently target the same consumers multiple times, risking a bad brand experience for users you want to nurture. You can avoid all of these challenges by targeting based on the data-element level.

The Value on Unstructured Data

Building our DSP on top of our data management platform allows us to offer a greater range of data for targeting and measurement purposes. To our knowledge, the Simpli.fi DSP is the only advertising platform that’s capable of ingesting, bidding, and optimizing on time-stamped, unstructured audience data rather than a segment on a global scale.

Our unstructured data consists of individual online data elements — such as contextual content, keywords searched, browsing behavior, domains visits, apps used, site search history, and more — as well as offline data points (such as GPS location) to create a custom audience for your campaign.

This rich database of online and offline unstructured data enables you to target relevant audiences with meaningful and measurable results. For instance, thanks to the way that Simpli.fi collects and utilizes data, we provide marketers with performance-based advertising solutions down to the individual impression, keyword, domain, geo-fence, and store visit.

Our DMP plays a crucial role in enhancing advertising success by providing data-driven insights and precise targeting capabilities. For example, you can target the mobile devices of users who are in the vicinity of a store, and track the number who enter that store after they’ve seen your message, rather than relying on a sampled or panel-based attribution model.

Unmatched Campaign Transparency

Using unstructured data instead of audience segments provides the level of transparency you need to make smart decisions about your advertising strategies.

Our data management platform provides reporting at the data-element level rather than the segment level. This means you get granular reporting and metrics on targeting, costs, and performance for every campaign. And you get that data about every impression for every campaign.

This transparent approach to big data informs our campaign targeting, bidding, optimizations, and reporting to help advertisers succeed faster, removing the need to rely on pre-packaged segments that can be bought across multiple platforms.

Leverage the Real Value of Programmatic

Today’s marketers no longer need to settle for oversold, non-transparent, and pre-packaged audience segments. Simpli.fi’s DSP delivers on the true promise of programmatic advertising, which is built on buying individual impressions meaningfully–one at a time.

 
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