8CIOReview | | NOVEMBER 2020IN MY OPINIONWhile programmatic advertising has been growing rapidly for more than 10 years, only recently has the digital out-of-home (DOOH) industry leaned in to the potential of programmatic technology. For the first time, DOOH media owners are hiring resources to build and sell programmatic offerings. At the same time, most media owners are also looking for "Supply Side Platforms" (SSPs) to gain access to the programmatic advertising ecosystem. As the opportunity grows, so does the list of potential technology players ­ and sifting through all of these options can be daunting to say the least. As a media owner...- How should you choose an SSP? - What are the questions you should be asking? - And what is the real revenue opportunity for your network? In this article, I'm going to outline the main boxes to check when evaluating an SSP, and ultimately taking your first leap into programmatic. What's an SSP?In order to evaluate SSPs, you first need to know what they are! Every programmatic marketplace consists of buyers who log into demand side platforms (DSPs) and sellers (publishers, media owners, etc.) who log into supply side platforms (SSPs). A DSP allows buyers to active campaigns targeting inventory based on their desired criteria (e.g. geography, time, audience). For each campaign, buyers will set bids determining how much they are willing to spend for the inventory. On the other side of the marketplace, sellers use an SSP to control which inventory they want to make available to which buyers, and how much they want to charge for it. Without SSPs, sellers would need to integrate with DSPs individually. For most DSPs, this is not an option. DSPs prefer CHOOSING THE RIGHT SSP FOR YOUR DIGITAL OUT-OF-HOME NETWORKBy Eric Lamb, VP of Publisher Solutions, Vistar MediaEric Lamb
< Page 7 | Page 9 >