Digital agency Marmalade Digital has developed a digital platform
called Demand Side Platform. This new platform offers transparent
automated media buying across multiple sources in real-time.
DSP is designed to be a media buying platform that offers
value beyond impressions and clicks to its advertisers, the
company said. It is programmed to learn on-the-go as to what
performs best for the advertiser to help him earn every relevant
impression for least possible cost to maximise performance.
Adhering to IAB standards, the platform is built with a system
audit that disbars all inventories that has adult content,
negative incidences, sensitive topics or related to gambling.
Digital founder and chief executive officer Hemant Kumar said,
"Our goal is to be the digital partner, which provides
smart media buying insights and optimisation to agencies,
enabling them to focus more on client strategy, brand building
and less on execution of media plan."
the platform, the advertiser will now be able to know what
exactly in a campaign worked for it and how the performance
can be improved as opposed to only knowing whether a campaign
performed well or not.