Programmatic: Are DSPs Really Doing Their Best to Optimize Your Campaigns?

A few weeks ago, a Media Trader shared the following anecdote with me: “On one of my campaigns, everything was green:
✅ The delivery trend was solid.
✅ The DSP was hitting the set objectives. I decided to tweak the DSP’s goals, just to see if it would impact performance 🤔
The very next day, it started performing better—just like that, out of the blue! 🤯
If I hadn’t stepped in, it wouldn't have even tried to optimize my campaign on its own! 😡”

This story highlights a relatively unknown phenomenon in programmatic🕵️: The interests of the tools and their users sometimes... diverge. 😲

Indeed, on the Buy-Side:

🎯 The Media Trader wants to spend the full budget while achieving the best possible performance
🎯 The DSP, however, seeks to hit the set goals... but without exceeding them

But Why? 🕵️ Because "doing better" costs it more.

• DSPs take a commission on every purchase.
• But they pay infrastructure fees for every Bid Request analyzed and every Bid Response sent.

To remain profitable, DSPs must implement solutions to limit these costs.

📊 The Result?

DSP algorithms are efficient... but they are not optimal.
In this setup, who are the winners? 🏆
The "smartest" players 😏—those who have developed techniques to "force" the machine to go their way. The Media Traders who push the DSP to do better every time it hits its targets.

At GreyFox Ads, we beleive the quality OpenWeb brings real efficiency to advertisers. We are the smallest Ad Network in France, but not the least competent: we've created Master Deals to bring Media Traders :
⭐clean supply,
⭐smart targeting,
⭐simplicity,
⭐cost transparency.

You want to work with a quality partner to operate Video/Display programmatic campaign on the french market ?
📩 Contact GreyFox Ads !

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