DSPs today face considerable barriers to success. Data accuracy, analytic discrepancy and the sheer volume of bot traffic are all negatively affecting the bottom line.
DeviceAtlas helps DSPs increase their fill rate by enabling targeting on criteria not fully supplied by the Exchange. The high speed API gives DSPs a competitive edge in the fast-evolving world of programmatic advertising.
With the introduction of User-Agent Client Hints there is no longer enough information to populate the bid request, as ‘device type’ is no longer provided. DeviceAtlas enables reading both the UA and the SUA objects, in case the exchange has not populated the rest of the device object.
DeviceAtlas also permits targeting on criteria outside of the scope of the RTB specification – increasing competitive differentiation, giving DSPs a more compelling offer to agencies/advertisers.
DeviceAtlas enables the population of campaign management interface used by advertisers to define campaigns. This allows targeting by specific device properties such as hardware type, device capabilities or year released.
DeviceAtlas can be used to determine the optimum format of creative according to the device characteristics. This allows for content adaptation based on the capabilities of the specific device, providing the best user experience, optimizing campaigns and resulting in a higher CTR.
DeviceAtlas enables improved reporting to show consumer friendly device naming, for example grouping all 60 Samsung Galaxy S23 models into one bucket.
Also, since DeviceAtlas is used in commercial web analytics platforms, including: Adobe Analytics, Oracle Webtrends, Acoustic, and ATInternet., this contributes to discrepancy reduction between publishers and their advertising partners.
DeviceAtlas identifies a wide range of bots/crawlers, tested against the IAB spiders and bot list, ensuring only the correct content is delivered to the required user.
Tim Sims, SVP of Inventory Partnerships at The Trade Desk