DSP Selection & Setup

Core DSP Functions:
├── Bid Management
│   ├── Real-time auction participation
│   ├── Bid optimization algorithms
│   └── Budget pacing
├── Audience Targeting
│   ├── Segment activation
│   ├── Lookalike modeling
│   └── Frequency management
├── Inventory Access
│   ├── Multiple exchanges
│   ├── PMP deals
│   └── Direct publisher access
└── Reporting & Attribution
    ├── Performance dashboards
    ├── Conversion tracking
    └── Cross-device attribution

Inventory Access:
├── Exchange integrations
├── CTV/OTT inventory
├── Audio inventory
├── DOOH (digital out-of-home)
└── Premium publisher access

Data Capabilities:
├── First-party data onboarding
├── Third-party data partners
├── Identity resolution
├── Contextual targeting
└── Audience modeling

Technology:
├── Bidding algorithms
├── Machine learning
├── Real-time optimization
├── Cross-device capabilities
└── API access

Cost Structure:
├── Platform fees (% of spend)
├── Minimum commitments
├── Data fees
├── Setup costs
└── Self-serve vs managed

Before Selecting:
├── What is your total fee structure?
├── What exchanges are integrated?
├── How does bid optimization work?
├── What identity solutions do you use?
├── How is brand safety managed?
├── What reporting is available?
├── Is there a minimum spend?
└── What support is provided?

Strengths:
├── Native YouTube access
├── Google audience data
├── Cross-Google attribution
├── Large inventory footprint
└── Strong brand safety

Best For:
├── Large advertisers
├── YouTube-heavy strategies
├── Google ecosystem users
└── Multi-channel campaigns

Strengths:
├── Independence (no owned media)
├── CTV/audio leadership
├── Transparent pricing
├── Strong data partnerships
└── UID 2.0 (identity)

Best For:
├── Agencies
├── CTV-focused campaigns
├── Privacy-focused approach
└── Multi-DSP strategies

Strengths:
├── Amazon purchase data
├── Commerce attribution
├── Growing CTV inventory
├── Streaming TV ads
└── Retail media network

Best For:
├── E-commerce brands
├── Amazon sellers
├── Purchase-based targeting
└── Lower-funnel campaigns

Initial Configuration:
├── Business entity setup
├── Billing configuration
├── User access/roles
├── Brand safety defaults
├── Conversion tracking pixels
└── First-party data integration

Pixel Implementation:
├── Site-wide pixel (all pages)
├── Conversion pixels (thank you pages)
├── Segment pixels (product pages, etc.)
└── Revenue tracking (e-commerce)

Recommended Hierarchy:
Account
├── Advertiser (brand/client)
│   ├── Campaign (objective)
│   │   ├── Line Item (targeting)
│   │   │   └── Creative (ads)
│   │   └── Line Item
│   └── Campaign
└── Advertiser

Structure Best Practices:
├── Separate campaigns by objective
├── Separate line items by audience
├── Group creatives by message
├── Use consistent naming
└── Enable cross-line item frequency

Bidding:
├── Start with auto-bidding
├── Let algorithms learn (1-2 weeks)
├── Test bid strategies incrementally
├── Use bid multipliers wisely
└── Monitor win rates

Targeting:
├── Layer audiences strategically
├── Avoid over-targeting
├── Use negative targeting
├── Test broad vs narrow
└── Leverage lookalikes

Optimization:
├── Set clear KPIs upfront
├── Wait for statistical significance
├── Optimize one variable at a time
├── Document what works
└── Regular creative refresh