Most app marketers have tried it all: Facebook, Google, Apple Search, Twitter, TikTok, Snapchat, Influencers, Ad Networks—you name it. But for advanced app growth leaders seeking complete control over their campaigns, programmatic media buying offers a solution for greater reach and scale. With so many options available, finding the best DSP for user acquisition can be challenging.

Here are key elements to consider when evaluating DSPs, shared by three Mobile Masterminds who have successfully navigated this path:

1. Ask for Placement-Level Campaign Reporting Transparency

Transparency is crucial for marketers tired of black-box operations. DSPs that provide full transparency in campaign reporting are highly recommended. Since the programmatic ecosystem is an open network of publishers, data providers, exchanges, and tech integrations, choosing a DSP that offers transparency for both self-serve and managed users is essential.

2. Prioritize Machine Learning Models

Performance hinges on reaching the right users. The best DSPs for user acquisition focus on advanced machine learning and data science to identify the right audience among billions of users. Access to top ad exchanges and sophisticated algorithms is critical for success.

3. Start with Mobile-First DSPs for Mobile-First Users

Not all programmatic inventory is accessed equally. Each DSP prioritizes integrations based on their market focus. Mobile-first DSPs are particularly adept at accessing rewarded video traffic and understanding the mobile supply chain. This expertise is vital, as the gaming supply chain can be opaque and lacks the transparency found in desktop environments. Choose a DSP that comprehends the nuances of mobile inventory and the auction process.

4. Look for Capabilities Based on Your Specific Needs

DSPs offer a myriad of features. Prioritize those that align with your specific requirements. Evaluate targeting capabilities, from basic to complex, depending on your needs. For instance, while some industries like travel or food delivery might not care about device models and OS versions, others like gaming pay close attention to these details. Our department runs multiple DSP tools simultaneously, as we have yet to find a one-size-fits-all solution. Key variables to consider include machine learning, creative tools, QPS, retargeting products, premium inventory, API automation, and platform operations.

5. Verify Technology Ownership

Ensure that the DSP truly owns the technology it offers. This ownership guarantees better integration, support, and innovation. A DSP that controls its technology stack can adapt more quickly to your needs and market changes.

6. Seek Strategic and Creative Support if Needed

If you lack in-house resources, look for DSPs that offer strategic and creative support. These services can help you optimize your campaigns and achieve better results. Having access to a team of experts can be invaluable, especially when navigating the complexities of programmatic buying.

7. Ask for References

Finally, ask for references from other clients who have used the DSP. Hearing about their experiences can provide valuable insights into the DSP’s performance, reliability, and customer support. References can help you make an informed decision and choose the best partner for your user acquisition campaigns.

Summary of 7 Ways to Find the Best DSP for User Acquisition Campaigns

1. Ask for placement-level campaign reporting transparency.
2. Prioritize machine learning models.
3. Start with mobile-first DSPs for mobile-first users.
4. Look for capabilities based on your specific needs.
5. Verify technology ownership.
6. Seek strategic and creative support if needed.
7. Ask for references.

By considering these factors, you can find a DSP that aligns with your goals and enhances your user acquisition efforts.