¿Qué es una Demand Side Platform o DSP?

ARTÍCULO PUBLICADO POR GONZALO BAEZ » en las categorías: Marketing por Internet

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Hace unos años tuve una discusión con un director de uno de los principales medios online sobre donde está la mayor oportunidad de negocio para las agencias que se dedican a la publicidad digital, en Branding o en Performance.


Yo fui, soy y seguiré siendo un acérrimo representante y defensor del Performance Marketing, ya que estoy convencido que la palabra “Branding” es utilizada un 40% del tiempo para esconder enormes sobreprecios de modelos de venta publicitaria tradicional llevados al online, un 40% para disfrazar una total inhabilidad para gestionar eficientemente, creativamente y analíticamente una campaña en Internet y el restante 20% por personas que realmente hablan de creación de marca en Internet.
Creo que hoy la tecnología está dando un paso importante hacia la eficientización de la publicidad de display o banners, los Demand Side Platforms, que responden a las siglas DSP.
Los DSPs, son plataformas que permiten a anunciantes la gestión de la compra de impresiones o inventario en diferentes ad exchanges y la utilización de diferentes data exchanges en la previamente mencionada compra de inventario. Esto se logra a través de un concepto ya antiguo en el online marketing pero que sigue causando asombro cada vez que se lo nombre, el Real Time Bidding (quien más sino Google fue el pionero en la aplicación del concepto en la venta de sus espacios publicitarios a través de su plataforma Adwords).
De una manera muy simplista, se podría explicar como una capa de tecnología que se arroja sobre todos los Ad Exchanges, que da al anunciante la capacidad de decidir en tiempo real y comparando entre estos marketplaces, que impresiones comprar, basado en key performance indicators propios negocio del anunciante, y además que tiene la capacidad de interactuar con Data Providers que agregan información demográfica a dicha compra.
Claramente Google fue un gran pionero del Performance Marketing con su “muéstrale tu anuncio a quien te está buscando en ese preciso instante”, y seguramente lo siga siendo por mucho tiempo, pero sin discusión alguna, la posibilidad que da un DSP a un anunciante X de mostrar su anuncio a una persona de determinada edad y sexo, que demostró interés por su producto en los últimos 15 días, también lo es y creo que presentará batalla en la guerra de los presupuestos online… especialmente cuando anunciar en Google es cada vez más caro.
Otra posibilidad que brinda un DSP (y esto si es una ventaja frente a Google Search) es la de hacer “Retargeting”. Esto es, la posibilidad de enviar mensajes especiales y precisos a quienes entraron a un sitio web y no volvieron. Esto es especialmente poderoso si pensamos que se puede “pintar” sólo el público que llegó al paso previo al logro de la “venta”. Imaginate una zapatería dentro de un shopping que crea un equipo de ventas exclusivo para los clientes que entran a mirar y se van sin comprar, cuya misión es perseguir a esas personas por todo el shopping hasta convencerlos que tienen que comprarle a esa zapatería. Genial, no?
Adicionalmente, los DSPs están permitiendo anunciar en sitios específicos, saliendo del paradigma de las “blind” Adnetworks, herramientas de gestión de campañas que aglutinan el bidding en miles de sitios y algoritmos muy potentes de asignación de valor a cada impresión individual.
Por último, Real Time Budget Control o RTBC (este nombre es copyright mio). Esto no es algo nuevo, todas las plataformas de compra de espacios publicitarios permiten establecer y controlar presupuestos, pero en este caso permite establecer presupuestos por sitio (imagínense una campaña que corre en 2.000 sitios).
Las DSPs son las plataformas tecnológicas que se vienen y el futuro “must” de los profesionales del marketing online. Ya hay varias en el mercado, y están abriendo grandes oportunidades, no solo en la compra de medios, sino también en negocios como la recolección de datos de internautas. En Think Thanks ya trabajamos con el DSP líder en el mercado, Appnexus.

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El objetivo de "Historias de Marketing en Internet" es compartir experiencias que he vivido en mis años en el mundo de eCommerce y Marketing Online. Mi nombre es Gonzalo Baez y desde el año 2001 trabajo para empresas 100% Internet, DeRemate.com, eBay.es, TBG London y ZonaJobs.com en Buenos Aires, Madrid y Londres. Ahora lancé mi propia consultora en Marketing por Internet. Mi intención es compartir con ustedes el día a día del Marketing Online.
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