Aug 2016

Why Red Letter Uses a DSP – Clay Schermann, Director of Product & Delivery

At Red Letter, we want our ad campaigns to be as efficient as possible. That’s why we decided to turn to a demand-side platform (DSP) to centralize our online media placements.

What is a DSP? Think of it like buying airline tickets on a travel website like Orbitz or Kayak. You could go to every airline and price compare one at a time, but that’s an inefficient use of time. And then you have to book the hotel and rental car separate. Not only does it make finding the best deal difficult, you also miss out on bundle pricing and other efficiency opportunities. A DSP platform works the same way as travel site, except for digital media placement.

Instead of navigating through different ad networks individually (Google, Brightroll, Rubicon Project and Facebook Exchange to name a few), a DSP allows us to buy, serve and track all our online ad placements through one central tool. The benefits of this approach go beyond streamlining. Using a DSP gives us richer targeting and segmentation tools, so we can reach more targeted audiences via display, video and social advertising.

We are able to build very detailed, specific audiences for our clients based on behavior or contextual parameters, resulting in higher click-through rates and conversions. It’s one of the reasons Red Letter stands out. We are always looking for new ways to maximize performance for our clients.

Learn more about what Red Letter can offer your business by contacting us.