How to Use a Next-Generation Demand-Side Platform Powered by a Single Data Set to Boost Return on Ad Spend

Here's what you'll uncover:

1. A Brief History of DSPs
2. Key Benefits of Azira's Advance DSP
3. How Azira's Advance DSP Works
   

Digital advertising has come a long way, yet many marketers still face inefficiencies in managing different platforms across their entire campaign workflow. From audience segmentation to campaign activation, these challenges often slow down processes, fragment data, and lead to inaccuracies in measuring return on ad spend (ROAS) — so how can marketers solve these challenges? 

Azira's next-generation demand-side platform (DSP), Advance, offers a solution to this by integrating consumer insights, audience segmentation, campaign activation, and attribution into one unified platform. In this blog, we’ll explore the benefits of a modern digital advertising platform built on one data set and how it’s transforming the way marketers and advertisers achieve their goals and drive better ROAS on their digital ad campaigns.

A Brief History of DSPs

In the 1990s, DSPs were simple tools that connected advertisers with publishers. By the early 2000s, the landscape grew more complex, with multiple ad formats like desktop, mobile display, and mobile in-app advertising. Marketers struggled to build audience segments that could execute campaigns seamlessly across platforms.

Even today, many DSP ecosystems remain fragmented, requiring separate tools for audience segmentation, campaign activation, and measurement and attribution.

Early DSPs:

Nominal Functionality

Second Generation:

Platform and Supply Expansion

Next Generation:

Built around specified use cases: targeting and measurement

Key Benefits of Azira’s Advance DSP

How Azira’s Advance DSP Works

Azira centralizes all data into a single data lake, enabling a unified approach to digital marketing strategies that enhance every step of the advertising journey. Azira leverages location-based data to provide deep insights into how people move through the physical world and then integrates these consumer insights into a full marketing stack to not only understand audiences, but build precise audience segments, activate targeted campaigns across multiple channels, enable real-world re-targeting, and measure impact with unmatched accuracy.

01
Understand your Customers with Enhanced Consumer Insights

Azira turns data into actionable insights by observing how people interact in the real and digital world, helping you better understand both your customers and your competitors. By leveraging location-based data, Azira reveals where individuals work, shop, and spend their leisure time, providing valuable context for targeting. Additionally, Azira captures behavioral insights, including visit duration, travel patterns, and lifestyle indicators like brand affinities, which can inform and refine your marketing strategies. Our platform also allows for the creation of custom polygons to mark specific areas, such as event venues and their surrounding parking lots, further enhancing your read on your customers. For example, polygons around sports venues can uncover behaviors like tailgating hotspots and parking trends, so that you truly understand how your customers behave and the impact it has on your business.

02
Build Custom, Fully Addressable Audiences Based on Real-World Data

Azira's Advance DSP offers a significant advantage over generic third-party audiences by creating custom audience segments from a unified dataset, resulting in 80-90% addressability—far higher than the 10-15% typically found on non-integrated platforms. This enhanced addressability allows for more precise targeting based on key factors such as household income, gender, and brand affinities. For example, you can create a segment of “casino enthusiasts” based on visits to specific casinos or hotels, or even exclude local residents. Additionally, Azira improves targeting with device graphs that analyze IP addresses and home or daytime locations, connecting devices to individuals or households, including stationary devices such as connected TVs. To further boost campaign impact, Azira’s household and social extensions broaden your reach to include families, colleagues, and social groups.

03
Activate Campaigns Across Multiple Channels

Azira's Advance DSP enables seamless campaign activation across multiple channels, delivering consistent reach across CTV, mobile, in-app, desktop, and more, including major social media platforms like Meta and TikTok. This ensures your messaging remains cohesive, no matter where your audience engages with it. With real-time performance insights, you can update and optimize your campaigns to ensure you’re maximizing ad spend.

04
Accurately Measure Campaign Impact and Return on Ad Spend

Measuring success with Azira’s Advance DSP goes beyond just clicks and impressions by providing comprehensive attribution. Through Azira's foot traffic analysis, you can track how many individuals exposed to your ads actually visited your specific points of interest (POIs), offering a more accurate calculation of ROAS. Azira also monitors key visitation trends, including travel patterns, repeat visits, and first-time visitors, giving you deeper insights into who your ads are truly impacting. Additionally, Azira helps identify how your ads influence your competitors foot traffic, helping you capture more intelligence  and beat the competition.

Azira’s Advance DSP redefines digital advertising by unifying data, enhancing audience targeting, streamlining campaign execution, and providing comprehensive attribution. By using one data set across all parts of the advertising journey, marketers are able to make data-driven decisions, maximize ROAS, and stay ahead of the competition.

Learn more about using a next-generation DSP for digital advertising here, or contact us today.