With the rise of real-time bidding, demand-side platforms (DSPs) are popping up all over the place, each of which has something unique to offer. With so many from which to choose, it can be a challenge to find the one that will best meet your needs. In fact, practices for navigating DSPs seems to have become more complex over time. In short, not many professionals fully understand the concept of DSPs, let alone how to evaluate them or even distinguish them from one another. This isn’t necessarily their fault.

When it comes to the Internet, companies can claim just about anything on their sites, including the best optimization and real-time bidding services. There’s a lot of content to navigate on the matter. To get you started on the right path, consider the following list of key characteristics of a quality DSP:

• A DSP is expected to provide a user-friendly, self-service interface. Clients must have total control of relevant accounts, as well as the ability to understand and master its use.
• A DSP must remain neutral, with no allegiances to data providers, publishers, or and other vendors. Furthermore, the platform should be just that – not a cover for a pre-existing business.
• A DSP should offer managed services to help marketers, and should be using the same interface as marketing. There shouldn’t be any need for manual work to publish a campaign.
• A DSP is expected to be totally transparent, especially with regard to fees and pricing. Everything the DSP brings in should be visible. Media and data mark-ups should never happen without others knowing.
• A DSP should allow marketers to use their own exchange seats, meaning that the exact costs of media are always visible and that the DSP is not pocketing additional margins.
• A DSP should never operate or own an ad network. Doing so would be a supreme conflict of interest.
• A DSP’s goal should be to promote any tool provided by a supply source, such as a data provider or ad exchange, and to avoid hiding or re-branding any of its components. All such tools should be made available for marketers’ self-service, and the use of said features should be left to the discretion of the marketers.
• A DSP should never purchase media in bulk, with the intention of re-selling it to clients. This may happen as a result of lacking necessary technology or an unethical means of expanding margins.
• A DSP must permit marketers to purchase or negotiate data costs, although it can be transmitted through a common platform. In other words, data should be regarded similarly to media. It’s a component of supply, so associated costs should be transparent.
• Similarly, a DSP should not assume media risk. Every ad is to be purchased on behalf of a client based on an active promotion created by the client.
• If a DSP does work directly with a publisher, it must be in an attempt to make the publisher’s inventory biddable. The DSP should not accept additional margin as a result of arbitraging the inventory or sharing revenue with the publisher.

Keep in mind that these are general guidelines. A DSP that does not match every single one of these points may still be credible. At the same time, however, it is important to take note of qualities mentioned above that may be lacking in a DSP you’re considering. It will inform the inquiries you may want to make before you invest in one, as well as how you may evaluate your experiences.

Some companies worth considering that offer DSPs include MediaMath and Turn. MediaMath boasts the ability to deliver tremendous performance and reach by way of an impressive mix of supply, technology, data, workflow automation, and analytics. Turn also manages data-driven digital advertising, and has the supporting infrastructure. The platform impeccably matches brands and agencies with audiences at the right scale, along with actionable analytics.

While these firms are good starting points, there is no shortage of similar services out there. Take your time assessing your options in order to identify the best fit for you.