DSPs are leaning on automation and customer service to drive campaign performance
Adam Roodman, svp and general manager, Yahoo DSP
As the digital advertising industry evolves, marketers are looking to navigate the complex landscape with simplified DSP solutions based on better technology, data-driven strategies and expert knowledge. The most savvy companies are leaning into AI solutions to accelerate their strategies and tactical executions, as well as working with platforms that truly partner with them in these aims.
Automation maximizes the value of data to enable personalization
Successful demand-side platforms don’t just drive consistent ROI; they enable businesses to execute with speed and simplicity. Automating ad buying across multiple channels and streamlining work that would otherwise be time-consuming allows marketers to target audiences with precision and efficiency.
The starting point is looking at first- and second-party data as invaluable assets in driving campaign performance. First-party data is on the rise as marketers curate more data and find ways to use it, providing deep insights into a brand’s existing customers. Second-party data remains a cornerstone as a complement, expanding reach through trusted partnerships. By leveraging these data sets, marketers craft highly targeted campaigns, ensuring messages reach the most relevant audiences.
AI plays a crucial role in maximizing the value of this data. Through the processing of more data faster, AI can analyze vast amounts of first- and second-party data in real-time, uncovering patterns and optimizing targeting strategies. This leads to more personalized ads, better performance and, ultimately, higher ROI.
The recent launches of Yahoo Blueprint Performance and Yahoo Creative are examples of this use of data automation and execution. Simplifying the management of multichannel campaigns through the combination of automation, real-time optimization and detailed insights allows businesses to focus on their growth. In essence, DSPs enable businesses to move at the speed of business with simplicity and impact.
Expert guidance from DSPs drive campaign speed and simplicity
While technology and data are essential, the quality of support and customer service often determines how effectively advertisers can leverage the platform to achieve their goals. After all, it’s software-as-a-service. Organizations are asking themselves how fast can their businesses move if they’re submitting tickets to a faceless alias. How simple is their execution when they’re navigating another company’s initiatives?
For DSPs, customer goals should be prioritized first, with hands-on support from onboarding to campaign management, to ensure users easily navigate complex ad-buying processes. Dedicated support teams assist advertisers in optimizing their strategies, addressing technical issues and making data-driven decisions faster. This personalized guidance helps businesses move quickly, reducing the learning curve and avoiding time-consuming troubleshooting.
By combining cutting-edge technology with superior service, top-tier DSPs simplify the ad-buying process, helping businesses achieve faster results without being bogged down by complexity. Effective service support allows advertisers to focus on performance while the platform handles the intricacies of real-time bidding, audience targeting and optimization, therefore driving speed and simplicity in every campaign (and puts some of marketers’ budgets back into working media at the same time).
Partners that practice active listening are more responsive to advertisers’ needs
Hearing the voice of the consumer may seem obvious, but it’s often overlooked. Active listening is crucial for any partner to stay relevant and deliver optimal results. Understanding the evolving needs of both advertisers and their audiences is essential, and the best platforms continuously improve their features, services and user experience. Customer feedback provides valuable insights that guide the development of intuitive interfaces, smarter algorithms and better data-driven strategies.
When a platform listens, it can quickly address pain points, such as integrations, targeting or optimization. This responsiveness builds trust and strengthens relationships, giving advertisers confidence that their concerns are heard and addressed.
Customer insights also inform the creation of new features that enhance speed, simplicity and performance. By acting on this feedback, platforms can roll out updates that save time, increase efficiency and improve results. Ultimately, platforms that prioritize customer feedback stay ahead in a rapidly changing digital landscape, continuously adapting to meet the needs of their customers.
Automation, customer service and active listening are the cornerstones of effective DSPs. The leading platforms translate customer needs into customer tools by truly hearing what marketers want to move at the speed of business.
Sponsored by Yahoo
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