Adobe Demand-Side Platform (DSP): 10 tactics for programmatic campaigns.
Adobe DSP tips and tricks: Boost programmatic campaign performance.
Learn how these top Adobe DSP tips can help you master CDP-powered audience targeting and measurement. Maximize your programmatic campaign ROI and efficiency.
There are dozens of ways to execute a programmatic campaign, but we’ve identified some of the top universal truths to help ensure each of your campaigns is a success. Use this guide to set up your campaigns for maximum returns from start to finish.
We’ve organized the guide to give helpful hints at each step of your campaign execution:
Plan: Integrating Adobe solutions with Demand-Side Platform (DSP)
Buy: Maximizing reach with audience segments
Optimize: Driving success with conversion tracking
Manage: Streamlining ad operations
Measure: Delivering deeper marketing analytics and funnel analysis
Plan: Integrating Adobe solutions with Demand-Side Platform (DSP).
1. Connect your advertising stack to your marketing stack.
Eliminate fragmentation between onsite and offsite strategies by integrating your martech applications with our adtech solutions. Adobe Advertising Demand-Side Platform (DSP) is directly integrated with multiple Adobe Experience Cloud products, ensuring consistent customer experiences.
- Use the Adobe Analytics integration to monitor campaign performance using onsite activity like conversion events to power the DSP algorithm. Report on Analytics events through DSP email reports, view DSP dimensions and metrics, create custom segments, and push them to DSP for targeting.
- Use Adobe Real-Time Customer Data Platform (CDP) and Audience Manager for segment creation and targeting. Audience Manager pixels let you build complex segments with features like frequency and recency, lookalike modeling, overlap reports, and more. And with Adobe Real-Time Customer Data Platform, send cookie-less, authenticated audiences from CDP to DSP for targeting and reporting in both DSP and Analytics.
- Use Adobe Target to connect paid media activation with onsite personalization. You can set up A/B tests on your landing page using advertising signals, personalize the post-impression landing page, and measure success in Analytics workspaces.
What is a Demand-Side Platform?
A Demand-Side Platform (DSP) aggregates access to supply-side partners so that advertisers can easily message their consumers or clients across different channels in a single place. Key considerations when advertising with a DSP include
- Demand-Side platforms work with Supply-Side Platforms (SSPs) to place ads online more efficiently through real-time bidding.
- DSPs integrate with third-party providers instead of providing a one-stop solution for all digital advertising needs.
2. Forecast your campaigns ahead of activation.
Our in-platform Placement Forecaster Report calculates the estimated CPM, budget, and impressions before you spend a dime. It even shares a budget yield curve and a max bid curve to visualize the optimal estimated number of impressions and spend, respectively. You can also use the tool to create multiple forecasts to determine which strategy is best for your brand.
Buy: Maximizing reach with audience segments.
3. Use Audience Library to manage cross-placement targeting.
With Adobe Advertising Demand-Side Platform (DSP), you can reduce friction by automatically targeting any segment across all your placements. Save and manage reusable audiences, which you can use as targets or exclusions for multiple placements. For example, imagine you have 20 placements targeting the same exclusion audience segment. If you’d like to add another audience segment/group, you can use Audience Library to update all 20 placements simultaneously. Our Audience Segment Types include 1P Segments, 3P Segments, Adobe Segments, Custom Segments, and Saved Audiences. More details and definitions can be found here.
4. Purchase across all screens with a single universal placement with On-Demand.
Our On-Demand gallery has pre-negotiated, Adobe-exclusive deals, so you can try out new premium publishers in a low-risk way. Test and learn across various channels, including Hulu, Max, Peacock, Spotify, and more.
Once you decide to move forward with new publishers, streamline campaign workflow with a single multi-channel video setup.
Universal setup ads allow you to target video inventory from desktop, mobile, and connected TV environments for VPAID and VAST inventory using a single placement.
Optimize: Driving success with conversion tracking.
5. Turn onsite activity into optimization tactics to drive CTV success.
Limit wasted exposure on CTV by using AI to prioritize spend toward the lowest custom CPR and unique households. You can now use existing or newly built performance algorithms on your CTV campaigns. The algorithms optimize for onsite activity, fueled by Adobe Analytics data, which you can then analyze using Analysis Workspace.
If you’re looking for custom goals beyond CTV, see the full list and details here.
6. Optimize for users who are most likely to convert with Adobe Advertising User Models.
Our User Models enable advertisers to focus on users who have already shown interest, resulting in better performance and less wasted spend. Adobe Advertising’s AI takes data inputs from the bidstream, brand site activity, and campaign performance, then automatically adjusts bidding to prioritize users who are most likely to convert. You can scale these models across Display, Video, and Connected TV for consistent, cross-channel performance.
7. Stretch your budgets further with creative optimization.
Adobe Advertising Creative delivers better performance by solving next-generation creative optimization problems across the open web. With Adobe Advertising Creative alongside our DSP, you can optimize your creative beyond clicks or single conversion events to custom goals that best align with your business. Plus, our intuitive decision-tree interface makes setting up the optimal customer experience simple and efficient.
Manage: Streamlining ad operations.
8. Program Advertiser Defaults to make in-flight modifications easier.
Unify campaigns and reduce manual errors by establishing Advertiser Defaults. Within the DSP Settings, you can utilize targeting settings.
In this section, you can preset different targeting filters that will be applied to all campaigns, packages, and placements built under your advertiser account. Some beneficial choices include geo-targeting, audience exclusions, and media quality.
Note: Use this feature only if you are confident that all campaigns, packages, and placements share the same targeting requirements.
9. Take advantage of Excel-based and bulk editing.
Decrease time to value by simplifying campaign setup with bulk editing and downloadable Excel formats.
You can download the settings for one or more placements in Excel format for review. Editable fields include the placement names, statuses, bids, budgets, pacing strategies, and frequency caps. You can then make changes to selected fields and post them back to DSP all at once.
Our DSP comes with bulk editing capabilities, making it a one-and-done solution for updating targeting, audiences, and pacing strategies.
Use this documentation for additional notes and step-by-step details.
Measure: Delivering deeper marketing analytics and funnel analysis.
10. Set up your dashboard for executive-level insights.
Get holistic insights with Custom Data Views. Each campaign management level (campaigns, packages, placements, and ads) includes built-in Pacing and Performance views. By default, the Pacing view is displayed, allowing you to identify underperforming campaigns and campaign components quickly. You can also change the column view to see performance data or any saved column set — a great feature. Plus, you can sort the columns in any order, change the date range, organize data by value, and see up to 100 rows at once.
11. Define success early.
Measurement begins in the planning phase. Build a custom Learning Agenda for your entire campaign with our Advanced Measurement and Strategy team. Identify the best measurement solutions to garner actionable insights and perform comprehensive funnel analysis. Be ready for any mid-flight adjustments by keeping a consistent pulse on view-throughs and clicks through our Analytics integration, which powers your marketing analytics.
For the deepest cross-channel analysis and funnel visualization, explore Adobe Customer Journey Analytics.
Ready to maximize your programmatic returns?
Programmatic advertising is constantly evolving, but the fundamentals of success remain rooted in intelligent planning and connected data. By leveraging the integrated power of Adobe Advertising, you can move beyond simple programmatic buying to drive highly targeted, measurable, and efficient campaigns.
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