Marmalade Digital thrusts on Demand Side Platform (DSP)

06 Jul,2012

By A Correspondent


Marmalade Digital is making use of several technologies plugged together in one platform called Demand Side Platform (DSP). DSP offers transparent automated media buying across multiple sources in real-time.


Buyers have complete control through a web-based interface. DSP is fully transparent and neutral, not favouring any publisher, advertiser or inventory over others. This increased transparency and targeting addresses prevailing disparities in display domain.


Throwing light on Marmalade DSP, Hemant Kumar, founder and chief executive officer, Marmalade Digital said: “Our goal is to be the digital partner who will provides smart media buying insights and optimization to agencies, enabling them to focus more on client strategy, brand building and less on execution of media plan.”


Till date advertisers had access to only reports which tells whether campaign has performed or not. With direct control and full involvement in media buying, advertisers will know exactly what performs best for them and how the performance can be improved. The learning stays with the agency and can be re-used.


“Marmalade DSP is an intelligent media buying platform that will offer value beyond impressions and clicks to its advertisers. To ensure brand safety, Marmalade DSP maintains a strict compliance with IAB standards. Advertiser can also choose type, content and category appropriate for its brand,” he added.


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