Native Media Buying Directly or From DSP? (7)
I am making campaigns on MGID, Revcontent, Taboola etc. Now i am considering to test campaigns on Volumm DSP. When i buy directly I buy on CPC model but from Volumm they sell traffic on CPM. Is there anyone who buys Native traffic from Volumm DSP? Is it same traffic quality lets say if i buy from Taboola directly or on Volumm DSP or in Volumm its rather a part of traffic? If someone is running on DSP, can they share their experiences?
From the usage perspective we at TheOptimizer.io have quite a lot of users on our platform currently running traffic through VoluumDSP and I believe the best way to find out is to test them out simultaneously while considering the two different pricing models.
Basically running directly on Taboola, RevContent, MGID, etc... you will need to focus mostly on the Ad Clicks and Landing page clicks, while when running on VoluumDSP you should keep a close eye on the Ad Ctr as well as all other metrics you optimize when running direct. Just try not to get confused about the different pricing models, as on the other hand even though running on CPM, you can scale your camp on other networks you don't have access to.
Not sure if you have already checked these other threads regarding this topic:
https://stmforum.com/forum/showthrea...mdsp-thank-you
https://stmforum.com/forum/showthrea...ort-comparison
https://stmforum.com/forum/showthrea...ith-Voluum-DSP
I'd recommend buying direct as I found it much easier to do big spend, but VoluumDSP can be good for newbies wanted to get started quickly, especially if they're already using
As a media buyer I think CPC is the way to go over CPM, presenting less risk, less things to keep tabs on, and more opportunities to exploit the ad algorithms to get traffic for cheaper. If you wanted to add in more automation and control can always run direct with any of the native optimisation tools out there. I liked theoptimizer most when I last tested a few last year or so, but smartbid and CPA bidding on the platforms themselves can also do well.
But best to give it a test and let us know how it goes for you.
Originally Posted by thedudeabides
Thank you! I guess biggest plus is being able to test multiple native source in one place and save time. but CPM bidding makes things more complicated. I will make some test campaigns and will compare the results
All traffic you buy is on CPM in the end. The limited inventory that ad platforms and websites have are impressions, not clicks. If you bid CPC on RON, you will lose traffic from widgets with low click rate. So whether you're bidding CPM or CPC won't make a huge difference, except you need to optimize the traffic differently.
The inventory is not 100% the same - you can get some more widgets that are only available in programmatic capacity thru DSPs. So you can actually discover more segments of traffic in a DSP than when running directly. On the other hand - some widgets may not be available thru programmatic DSP, but only directly. So it works both ways.
Fair point from @elprofesor - it's all about optimization. The 3-dimensional grouping in Voluum DSP (powered by the infrastructure of Voluum Tracker) allows you to check the reports in a very granular way. When you optimize your traffic that you buy thru DSP, you can get much better metrics (iCTRs, CPV, CPC, CPA) thanks to this granularity than with networks directly. You can for example check and optimize the performance of a certain domain URL on a specific device & OS (also OS version).
Go ahead and check this video tutorial to see the power of the reporting: https://doc.Voluum.com/en/dsp_reporting.html
Let me know if you need some more info.
Thanks,
Justyna
Direct if you can/want to do over $20k per month in spend,
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