Why DSPs Should Prioritize Direct Access to Top Publisher Inventory

Managing your supply chain as a DSP is challenging and often leaves questions unanswered. 

Are you participating in too many auctions or working with too many SSPs? Are you taking the most efficient path to the quality ad inventory you need? Are you overpaying for your current access to ad inventory?

Every intermediary takes you further away from this inventory. That’s every ad network and every ad exchange.

adjoe Exchange has an in-house SSP that focuses on enhancing the quality of supply for DSPs and removing intermediaries in the supply chain between DSPs and publishers.

1. Direct Access to Premium Inventory

DSPs need to gain direct access to publishers with premium ad inventory and to every ad request. 

Not only is the supply chain fragmented, many DSPs are forced to accept hidden costs due to the multiple layers of intermediaries at different stages of the ad exchange process. 

But with adjoe Exchange, there are no intermediaries. DSPs are able to directly connect with adjoe’s top-tier supply via direct SDK integration. This supply includes owned and operated apps as well as publishers using adjoe’s in-house WAVE mediation. adjoe Exchange is the last port of call before this mediation takes place.

adjoe Exchange receives all its requests from publisher apps within various verticals that are partnered with adjoe, and it directly sends all these requests to DSPs.

This crucially enables a shorter supply chain for DSPs.

2. Streamlined Ad Inventory Management 

When the supply chain is fragmented, so are the power dynamics in this chain. 

DSPs often rely heavily on external SSPs, which in turn affects their ability to optimize campaigns and maximize their margins. Reports in fact reveal that just 36 cents of every dollar entering a DSP effectively reaches the publisher.

Supply chain transparency in the programmatic space is far from where it should be, with more than four in ten ad buyers stating that a lack of transparency is their primary challenge. adjoe Exchange is changing that in multiple ways. 

It firstly gives DSPs complete control of the auction process and the ad inventory available to them. 

How do DSPs enjoy efficient ad inventory management? Those plugged into adjoe Exchange can implement custom rules and prioritize certain types of deals or buyers to ensure they have access to the publishers that will bring them the highest conversion rates and installs. 

These custom rules might include whitelisting and blacklisting specific requests by geos, categories, and certain supported features. 

With app-ads.txt, an IAB initiative that reassures DSPs they are buying inventory from authorized sellers, DSPs can furthermore keep their advertisers’ brand safe and build positive relationships with quality publishers. Gaining direct access to publishers and their quality inventory without overpaying is a struggle, which is why adjoe Exchange ensures all apps onboarded are compliant with app-ads.txt – and it gives DSPs access to these apps.

Gaining greater control and flexibility in ad inventory management and with their margins will be a necessary power move for every DSP. 

3. Customizable Ad UI

adjoe Exchange’s SDK renders a DSP’s ads and offers them the attractive opportunity of customizing their ad UI with certain features that further enhance user conversions.

DSPs can customize how their ads look and convert, thanks to adjoe Exchange. That’s because many features that impact ad rendering deliver a better UX and therefore higher click-through rates and installs per mille.  

These features include

• SKOverlay
• Auto StoreKit
• Custom Product Pages
• dual end cards 

Because adjoe Exchange has a direct SDK integration with publishers, there is less complexity. It’s easier to introduce these features and ensure publishers implement these features quickly.

Bring Yourself Closer to Top Inventory

More is not more when it comes to intermediaries in the programmatic supply chain. Shorter supply chains for DSPs ensure greater efficiency and access to premium publishers.

Without intermediaries, less time is spent maintaining and monitoring relationships with multiple vendors and exchanges in the supply chain. And as a DSP, you can focus instead on maximizing your supply chain efficiency and maximizing your margins. 

adjoe Exchange recognizes these challenges and prioritizes delivering direct access to publishers. The solution facilitates efficient ad inventory management in a transparent way for DSPs.