What does a good DSP look like? And how to choose?

If you have to decide for one DSP only, what DSP will you choose? We try to help you, but at the end, the decision is on your side. There are many factors that you should have in consideration to justify your choice, and we pointed some here:

Access to Inventory

Check if the DSP has access to the major Exchanges (video, app, games, web, local ones). If you are in a good position, ask the list of exchanges and build a chart for comparison. Sometimes is difficult as for some DSP´s the exchanges are segmented in a different way, like Appnexus and Adform, but try to get more information possible about the inventory available.
New Functionalities


Ask who will give you support, and what are the contact channels and the normal response time. When you do programmatic, there are many adtechs connected and something can go wrong. It´s fundamental to have a good support.


What are the bidding options you have? And what are the algorithms already designed by the DSP? Also, can you have control on the bidding? Via bid multipliers or programmable bidding?

Targeting Options

Ask about the targeting options. What are the levels of targeting you can use? Examples: Country, City, Postal Code, Device, Network, etc.

Access to different Environments

What are the advertising environments you will have access? There are DSP focused only on Mobile App’s or in video. It’s very important to guarantee the access to the environments you need.


Some DSP’s have restrictions on keeping the reports available for you for a long time (more than 30 days), especially the ones that have more detail. Ask what is the timeline of the reports, especially the ones with more detail, like site domains, or devices.


Investigate the maximum duration of the tracking and if the DSP is using user id´s and cross-browser / cross-environment tracking. If you need to retarget users, you will need the best tracking solution, for attribution and for retargeting.

Audience / DMP Capabilities

Can you use data layer values for your audiences? Is there lookalike models available to audience extension? What is the extra cost for DMP Solutions? Can you sell your data? Are the audiences ready for creation, or the DSP only starts to collect the audiences, one you create them manually? Is the DSP ready to collect Web and App users, and to provide information about the audience composition? Can you import CRM data?


Ask about the fee structure. Is an overall fee or a fee for each product you use? Is the fee related to the amount of spend? What is the next tier of spend?


If you don’t have an Adserver, many DSP’s offers this service for free, as long as you use for programmatic buying. Ask if there are extra costs and a detailed structure of the costs.


If you need to connect the DSP data to your own data, ask if this is possible and the way it’s possible. Some DSP’s have no API’s. Others have limited API’s. And a short list has full API service, including on bidding.


What are the currency of the billing? What is the period of payment, and the payment method? How are the Billings? By campaign, by advertiser?

Integration with 3rd Party Partners

What are the 3rd Party Partners integrated? On the targeting, on verification, on measurement, on ad fraud?

Data Sources

What are the data sources – third party data – integrated on the DSP?


Ask about the roadmap. What is the focus of the Roadmap for the next year in terms of innovation? If there is no clear roadmap, the DSP probably is not investing in improving… and you will be fast disappointed seeing other DSP’s moving forward.