What will you gain by using the DSP Spicy platform?

Spicy DSP is a new, proprietary advertising emission platform in the programmatic model. It can be used not only by large media houses, but also smaller players who are looking for intuitive and cost -effective media tools. The Spicy Mobile agency encourages participation in the training and testing program for this solution.

Programmatic is one of the most promising internet marketing solutions. In addition to the automation of the advertising space purchase process. According to IAB Polska estimates, Programmatic advertising expenses amount to over PLN 1 billion a year, constitute 22% of the budget for online advertising and nearly 50% of expenditure on the Display advertising itself. According to Spica Mobile analysts, Programmatic will be one of the most hot topics in the coming months. Advertisers are looking for cost -effective and measurable models of purchasing qualitative traffic, and Google shifting the date of liquidation of 3RD Party Cookies for the next year gave the whole industry a little more time to prepare for functioning in the new reality. Spicy DSP is the answer to these trends.

How did it start?

The history of the project dates back to 2020. It was then that Artur Zawadzki and Rafał Karczewski, heading the Spicy Mobile agency, decided to change the programmatic advertising market, creating a new DSP platform. They assumed that along with the announced blocking by the Chrome 3RD Party Cookies browser, online advertising market awaits large changes, such as moving advertising budgets from websites to mobile applications, and new solutions in programmatic.

A breakthrough for the project worth over PLN 10 million was to receive the National Research and Development Center (NCBiR) for innovative solutions and technologies leading to increasing the competitiveness of the Polish economy. The received funding allowed to start work. In the construction of the DSP Platform, the Spicy Mobile agency cooperated with a team of scientists whose work was coordinated by. Piotr Sankowski from the Faculty of Mathematics, Computer Science and Mechanics of the University of Warsaw and profile. Alicja Grochowska, business psychologist at the University of Social Sciences and Humanities. Finally, over 30 experts from many different fields, such as marketing, data analysis, programming and psychology were involved in the project.

What is DSP?

DSP, or Demand-Side Platform. The key role of DSP is to simplify and automate the purchase process. Every time DSP receives an auction query from the SSP, informing about the possibility of buying advertising space, analyzes data about the user and determines whether it is interesting for the advertiser and meets the requirements of targeting. In other words, the DSP platform, based on variable campaigns, decide which view should be bought to reach the target group specified by the advertiser.

“There are many platforms available on the market that allow you to buy advertising in the programmatic ecosystem,” admits Dominik Stocki, an expert of Spicy Mobile. – “At the same time, we see that the needs of advertisers are growing faster than the technology that supports them. Especially in the strategic area, which is the quality of traffic, the capabilities of DSP systems could be greater. We took this aspect especially when working on our own solution “.

According to the study that the Spicy Mobile agency has carried out among the people responsible for planning and buying the media at the end of 2021, reaching the precisely defined target group is both the biggest advantage and the weakness of the DSP platforms available on the market. The most frequently mentioned the programmatic campaign benefits appeared M.in. Possibility of targeting after custom user profiles (84%) and precise geotarization activities (59%). On the other hand, representatives of media houses, assessing the DSP platforms they use, complained about the quality of traffic (48%), poor protection against AD Frauds (35%) and limited user profiling options (32%).

Which distinguishes DSP Spicy?

Spicy DSP allows the purchase of advertising space in the RTB model on pages and in mobile applications. The platform distinguishes More precise, flexible and easier emission of ads to selected groups of recipients: unique data and algorithms allow for effective purchase of advertising space and non -standard targeting, innovative mechanisms support effective budget management, and the intuitive interface can be adapted for customer needs.

“Ads are everywhere and are often received by users negatively,” admits Spicy Mobile expert. – “Our goal was to combine the expectations of publishers, advertisers and consumers themselves. Thanks to the help of scientists, we have created a tool that, on the one hand, enables the emission of more personalized and thus less intrusive advertisements, and on the other, the implementation of advertising goals “.

Emission is selected in such a way that the likelihood of shares – clicking, registration or purchase – was as high as possible. For this purpose, Spicy DSP uses complex algorithms that analyze a number of parameters: creation size, application or site on which the user is located, historical data, device information, etc. Author’s models, M.in. The “Session Quality” model, ensuring that the quality of the purchased surface translates into the quality of the supplied movement. The system enables targeting based on visited pages and used applications, as well as geotarling for cities, voivodships and specific geographical coordinates.

The platform is constantly being developed, and subsequent functions and possibilities will be introduced successively. As Dominik Stocki admits, the agency plans to provide further innovative changes to provide customers with the highest quality and how to best adapt the product to the needs of the market.

How to use the platform?

The Spicy DSP platform is available in the Self-Service and Managed Service options in two CPM and CPC billing models. Customers can run campaigns themselves with the technical support of Spica Mobile experts or commission them comprehensively. Each of the two options for cooperation has its own advantages and disadvantages. The Self-Service model is recommended when the customer has appropriate resources to use the tool himself, and he wants full control over the campaign process. Contact with the DSP supplier is limited to solving technical problems in this case. In the second model, the agency is responsible for the implementation of the campaign. For the client, it saves time, but also entrusting advertising activities to experts who have access to Insight from other campaigns and large Big Data resources.

“Often, the problem of clients in cooperation with the DSP platform is the fact that these are corporate tools, which causes less responsiveness and longer waiting for the problem to solve the problem by the technical department. Spicy DSP is an original project created by the Polish agency and Polish scientists. This causes us to be close to the client and we are able to react quickly to his current needs, “emphasizes Stocki.

Currently, large media houses use the solution in the form of tests. The Spicy Mobile agency also implements the first advertising campaigns on competitive terms.

“Customers often complain about the amount of fees charged by the DSP platform and a high entry threshold that prevents smaller advertisers to use the tool. In the case of Spica DSP, we meet the market expectations of the market, offering the lowest possible rates while maintaining the quality of the surface and movement. In addition, we do not have a specific minimum budget, both large advertisers and companies from the SME sector can benefit from the platform, “sums up Stocki.