¿Qué es una Demand Side Platform o DSP?

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


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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    {Very nice|Excellent|Pleasant|Great} colors & theme. Did you {create|develop|make|build} {this website|this site|this web site|this amazing site}
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    {Thanks|Many thanks|Thank you|Cheers|Appreciate it|Kudos}!|
    {Hi there|Hello there|Howdy}! This {post|article|blog post}
    {couldn’t|could not} be written {any better|much better}!
    {Reading through|Looking at|Going through|Looking through} this {post|article} reminds me of my previous roommate!
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    {Thank you for|Thanks for|Many thanks for|I appreciate you for}
    {Wow|Whoa|Incredible|Amazing}! This blog looks {exactly|just} like my old one!
    It’s on a {completely|entirely|totally} different {topic|subject} but it
    has pretty much the same {layout|page layout} and design. {Excellent|Wonderful|Great|Outstanding|Superb} choice of
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    {know about|learn about|find out about} this {subject|topic|issue}.
    {I like|I love|I really like} {all the|all of the} points {you made|you’ve made|you have made}.|
    {You made|You’ve made|You have made} some {decent|good|really good} points there.

    I {looked|checked} {on the internet|on the web|on the net}
    {for more info|for more information|to find out more|to learn more|for
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    {Hi|Hello|Hi there|What’s up}, I {log on to|check|read} your {new stuff|blogs|blog} {regularly|like every week|daily|on a
    regular basis}. Your {story-telling|writing|humoristic} style is {awesome|witty}, keep {doing what you’re doing|up the good work|it up}!|
    I {simply|just} {could not|couldn’t} {leave|depart|go away} your {site|web site|website} {prior to|before} suggesting that I {really|extremely|actually} {enjoyed|loved} {the standard|the usual}
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    Is {going to|gonna} be {back|again} {frequently|regularly|incessantly|steadily|ceaselessly|often|continuously} {in order to|to}
    {check up on|check out|inspect|investigate cross-check} new posts|
    {I wanted|I needed|I want to|I need to} to thank you for this {great|excellent|fantastic|wonderful|good|very good} read!!

    I {definitely|certainly|absolutely} {enjoyed|loved} every {little bit of|bit of} it.
    {I have|I’ve got|I have got} you {bookmarked|book marked|book-marked|saved as a favorite} {to check out|to
    look at} new {stuff you|things you} post…|
    {Hi|Hello|Hi there|What’s up}, just wanted to {mention|say|tell you},
    I {enjoyed|liked|loved} this {article|post|blog post}. It was {inspiring|funny|practical|helpful}.
    Keep on posting!|
    I {{leave|drop|{write|create}} a {comment|leave a response}|drop a {comment|leave a response}|{comment|leave a response}} {each time|when|whenever}
    I {appreciate|like|especially enjoy} a {post|article} on a {site|{blog|website}|site|website} or {I have|if
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    {It is|Usually it is|Usually it’s|It’s} {a result of|triggered by|caused by} the
    {passion|fire|sincerness} {communicated|displayed} in the
    {post|article} I {read|looked at|browsed}. And {on|after} this
    {post|article} ¿Qué es una Demand Side Platform o DSP?
    | Historias de Marketing por Internet - Gonzalo Baez.

    I {{was|was actually} moved|{was|was actually} excited} enough to {drop|{leave|drop|{write|create}}|post} a {thought|{comment|{comment|leave a response}a response}} {:
    -P|:)|;)|;-)|:-)} I {do have|actually do have}
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    {you|{anything|everything} {new|fresh} you have to post}.
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    {Hi there|Hello}, I enjoy reading {all of|through} your
    {article|post|article post}. I {like|wanted} to write a little comment
    to support you.|
    I {always|constantly|every time} spent my half an hour to read this {blog|weblog|webpage|website|web site}’s {articles|posts|articles or reviews|content}
    {everyday|daily|every day|all the time} along with a {cup|mug} of coffee.|
    I {always|for all time|all the time|constantly|every time} emailed this {blog|weblog|webpage|website|web site} post page to all my {friends|associates|contacts},
    {because|since|as|for the reason that} if like to read it
    {then|after that|next|afterward} my {friends|links|contacts} will too.|
    My {coder|programmer|developer} is trying to {persuade|convince} me to move to .net from PHP.
    I have always disliked the idea because of the {expenses|costs}.
    But he’s tryiong none the less. I’ve been using {Movable-type|WordPress} on {a number of|a variety of|numerous|several|various}
    websites for about a year and am {nervous|anxious|worried|concerned} about switching to another
    platform. I have heard {fantastic|very good|excellent|great|good} things about blogengine.net.

    Is there a way I can {transfer|import} all my wordpress {content|posts}
    into it? {Any kind of|Any} help would be {really|greatly} appreciated!|
    {Hello|Hi|Hello there|Hi there|Howdy|Good day}! I could have sworn I’ve {been to|visited} {this blog|this web
    site|this website|this site|your blog} before but after {browsing through|going through|looking at} {some of the|a
    few of the|many of the} {posts|articles} I realized it’s new to me.
    {Anyways|Anyhow|Nonetheless|Regardless}, I’m {definitely|certainly} {happy|pleased|delighted} {I found|I discovered|I came across|I stumbled upon} it and I’ll
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    {Terrific|Great|Wonderful} {article|work}! {This is|That is} {the type of|the kind of} {information|info} {that are
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    Come on over and {talk over with|discuss with|seek advice from|visit|consult with} my
    {site|web site|website} . {Thank you|Thanks} =)|
    Heya {i’m|i am} for the first time here. I {came across|found} this board
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    {Hi|Hello|Hi there|Hello there|Howdy|Greetings},
    {I think|I believe|I do believe|I do think|There’s no doubt
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    got} some overlapping issues. {I just|I simply|I merely} wanted to {give you a|provide you
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    {A person|Someone|Somebody} {necessarily|essentially} {lend
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    made to {create|make} {this actual|this particular} {post|submit|publish|put
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    I {always|all the time|every time} used to {read|study} {article|post|piece of writing|paragraph} in news
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    Your {way|method|means|mode} of {describing|explaining|telling} {everything|all|the whole
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    {Hi|Hello} there, {I found|I discovered} your {blog|website|web site|site} {by
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    {Hello|Hi} there, {simply|just} {turned into|became|was|become|changed into} {aware of|alert to} your {blog|weblog} {thru|through|via}
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    {I’m|I am} {gonna|going to} {watch out|be careful} for brussels.
    {I will|I’ll} {appreciate|be grateful} {if you|should
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    {A lot of|Lots of|Many|Numerous} {other folks|folks|other people|people} {will
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    {I am|I’m} {extremely|really} impressed with your writing
    skills {and also|as well as} with the layout
    on your {blog|weblog}. Is this a paid theme or did you {customize|modify} it yourself?
    {Either way|Anyway} keep up the {nice|excellent} quality writing, {it’s|it is} rare to
    see a {nice|great} blog like this one {these days|nowadays|today}.|
    {I am|I’m} {extremely|really} {inspired|impressed} {with your|together with your|along with
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    with the {layout|format|structure} {for your|on your|in your|to your}
    {blog|weblog}. {Is this|Is that this} a paid {subject|topic|subject matter|theme} or did you {customize|modify} it {yourself|your self}?

    {Either way|Anyway} {stay|keep} up the {nice|excellent} {quality|high quality} writing, {it’s|it is} {rare|uncommon}
    {to peer|to see|to look} a {nice|great} {blog|weblog} like this one {these days|nowadays|today}..|
    {Hi|Hello}, Neat post. {There is|There’s} {a problem|an issue} {with your|together with your|along with your}
    {site|web site|website} in {internet|web} explorer, {may|might|could|would} {check|test} this?

    IE {still|nonetheless} is the {marketplace|market} {leader|chief} and {a large|a
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    to|because of} this problem.|
    {I’m|I am} not sure where {you are|you’re} getting your {info|information},
    but {good|great} topic. I needs to spend some time
    learning {more|much more} or understanding more. Thanks for {great|wonderful|fantastic|magnificent|excellent} {information|info} I was looking for this {information|info} for
    my mission.|
    {Hi|Hello}, i think that i saw you visited my {blog|weblog|website|web site|site} {so|thus} i came to “return the favor”.{I am|I’m} {trying to|attempting to} find things to {improve|enhance} my {website|site|web site}!I
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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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