Beware of DSPs Who Can't Explain Bidding

by , Nov 7, 2011, 4:53 PM
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What should marketers be wary of when working with DSPs? Panelists stressed that DSP partners should be explain clearly the rationale behind their bidding strategy and how it fits campaign objectives. If they can’t do that “it’s a big red flag,” said Turn’s David Simon. Vik Kathuria, a managing partner at Mediacom, added it’s also important to make sure the DSP is using appropriate attibution models that fit with campaign goals. Another piece of advice was not to use multiple DSPs at one time for a campaing to avoid conflicts. Just stick with one you have a trusted relationship with.

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