The most transparent DSP with advanced controls/targeting that I've ever used!
What do you like best?
There are so many things I love about this DSP. First, the transparency is rivaled to no one. I've never seen a DSP that provides reporting, targeting, and blocking at the URL level which is very helpful for when you're running keyword contextual campaigns and you want to spot check the URL's your targeted keywords run on to see if they are really targeted around the right message context. It's also a really great DSP for contextual site targeting overall due to the ability to search for domains within a specific category, as sometimes overall category targeting isn't very accurate. There's also some great ways to retarget users, based on page depth consumption and even just seeing an ad, because with smaller budgets it helps get frequency up a bit by utilizing that tactic. They also provide great levers for optimizations and you can change your bids by site, supply vendor, unit type, etc. All DSP's should really look to this one as an example of how a DSP should function and provide insightful information to its users.
What do you dislike?
Since it is a smaller DSP, sometimes getting specific premium inventory is a bit more of a challenge as there aren't as many direct connections to the biggest SSP's out there and the QPS is smaller than the big guys like TTD, Mediamath, etc. It also had limited 3rd party audiences for my efforts, although 3rd party audiences will be fading away due to browsers updated policies, it still helps scale somewhat more qualify your campaign when you're starting out and don't have much 1st party/website data yourself. However I think they do have the ability to pump in other 3rd party data as needed via their connection with Liveramp. Their pricing is very favorable but you sometimes end up paying a higher CPM for inventory due to less availability from direct SSP sellers..
Recommendations to others considering the product:
Have a good understanding of programmatic as there's a lot of more advanced features they include. Ensure tracking is set up accurately prior to any campaign start.
What problems are you solving with the product? What benefits have you realized?
Getting access to a DSP without the minimum spend requirements but with the advanced controls of a larger DSP and not a dumbed down interface/API from/off of a larger DSP., Something similar to how Facebook is accessible to all with no minimums but provides many controls. Getting deeper insights on how the programmatic ecosystem really works with the transparency they provide.
