Learn how these top Adobe DSP tips can help you master CDP-powered audience targeting and measurement. Maximise 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 organised the guide to give helpful hints at each step of your campaign execution:
Plan: Integrating Adobe solutions with Demand-Side Platform (DSP)
Buy: Maximising reach with audience segments
Optimise: Driving success with conversion tracking
Manage: Streamlining ad operations
Measure: Delivering deeper marketing analytics and funnel analysis
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.
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
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 visualise 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.
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 1 p Segments, 3 p Segments, Adobe Segments, Customised Segments and Saved Audiences. More details and definitions can be found here.
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 set-up.
Universal set-up ads allow you to target video inventory from desktop, mobile and connected TV environments for VPAID and VAST inventory using a single placement.
Limit wasted exposure on CTV by using AI to prioritise spend toward the lowest customised CPR and unique households. You can now use existing or newly built performance algorithms on your CTV campaigns. The algorithms optimise for onsite activity, fuelled by Adobe Analytics data, which you can then analyse using Analysis Workspace.
If you’re looking for customised goals beyond CTV, see the full list and details here.
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 prioritise users who are most likely to convert. You can scale these models across Display, Video and Connected TV for consistent, cross-channel performance.
Adobe Advertising Creative delivers better performance by solving next-generation creative optimisation problems across the open web. With Adobe Advertising Creative with our DSP, you can optimise your creative beyond clicks or single conversion events to customised goals that best align with your business. Plus, our intuitive decision-tree interface makes setting up the optimal customer experience simple and efficient.
Unify campaigns and reduce manual errors by establishing Advertiser Defaults. Within the DSP Settings, you can utilise 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.
Decrease time to value by simplifying campaign set-up 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.
Get holistic insights with Customised 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, organise data by value and see up to 100 rows at once.
Measurement begins in the planning phase. Build a customised 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 visualisation, explore Adobe Customer Journey Analytics.
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.
