Mobtown Labs

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Previously I wrote about adservers touching on Full Service options and open source options on the publisher side.

One trend I would like to highlight is manipulating Adserver arrangements to put together a Demand Side Optimization Platform (DSP).  This seems to be a trend with smaller networks setting up “private networks”.

An interesting way I’m seeing this done is by using both an advertiser and publisher Adserver solution in tandem.  For example taking an application of DFA for the Agency planning tools and matching it with an application of DFP with Adapt.  Adapt is Dart’s solution for optimization to offer cpa pricing but if it’s only used for inventory sources for one advertiser it can be manipulated to be a performance buying platform.  I’m not sure exactly how this is set up and what DART’s fees are for this (whether they charge you for both solutions and double dip on CPM’s) but Collective Media used to source Dart Adapt on their website (which they now call their proprietary AMP).

That said, I don’t think might be a sound solution for an agency trying to set up their own DSP platform without hiring on a technology department.  Not sure what the costs are and how much you could customize it either.