We were burning through $50,000 a week on our DSP when the account manager finally admitted it: "Honestly, for mobile apps, we're probably not your best option."
I appreciated the honesty—but I wished someone had told me that $300,000 ago. Our DSP had been built for web display. Mobile was an afterthought. The inventory quality was mediocre, the targeting was limited, and we'd been fighting the platform instead of letting it work for us.
I spent the next six months testing every major mobile DSP. Here's what I learned about which ones actually deliver—and which ones are coasting on reputation.
What to Look for in a Mobile DSP
- Inventory access: Volume and quality of available impressions
- Targeting capabilities: Audience, contextual, geographic options
- Optimization algorithms: ML/AI for bid optimization
- Creative support: Format variety and dynamic creative
- Reporting: Real-time data and custom reporting
- Integration: MMP, analytics, creative tools
- Service model: Self-serve vs. managed service
- Pricing: Platform fees, minimum spend
Self-Serve DSPs
Platforms designed for hands-on advertisers who want direct control:
Key Self-Serve Features
- Direct campaign management interface
- Real-time optimization controls
- Transparent pricing and auction dynamics
- Full creative and targeting control
- Often lower minimum spend requirements
💡 Self-Serve Best For
Teams with programmatic expertise who want maximum control and transparency. Ideal for testing, learning, and hands-on optimization.
Managed Service DSPs
Platforms with dedicated account teams handling optimization:
Managed Service Benefits
- Expert optimization from platform specialists
- Less internal resource requirement
- Access to exclusive inventory deals
- Strategic campaign guidance
- Often includes creative support
When to Choose Managed
- Limited internal programmatic expertise
- Large budgets requiring significant scale
- Need for white-glove service and support
- Complex campaigns requiring optimization help
Evaluation Criteria
Inventory Quality
- Direct publisher relationships vs. open exchange
- Brand safety controls and verification
- Fraud prevention capabilities
- Premium inventory access (apps, CTV)
Targeting Capabilities
- First-party data: CRM upload and activation
- Third-party data: Audience segment partnerships
- Contextual: App category, content targeting
- Location: Geo-fencing, POI targeting
- Device: Make, model, OS, connection type
Optimization Features
- Machine learning bid optimization
- Automated rules and pacing
- Predictive modeling for LTV
- Creative optimization and testing
"The best DSP is the one that has the inventory you need, the features you'll use, and the support model that fits your team. There's no one-size-fits-all answer."
Cost Considerations
Pricing Models
- Platform fee: Fixed % of spend (typically 10-20%)
- CPM markup: Added to winning bids
- Flat fee: Monthly platform access cost
- Performance-based: Fee tied to outcomes
Hidden Costs to Watch
- Data fees for third-party audiences
- Verification and brand safety add-ons
- Creative production and hosting
- Integration and setup fees
Integration Requirements
Essential Integrations
- MMPs: AppsFlyer, Adjust, Branch, Singular
- Analytics: Amplitude, Mixpanel
- Creative: Dynamic creative optimization tools
- Data: CDPs, DMPs, data warehouses
Making Your Decision
Questions to Ask
- What's your monthly ad budget?
- Do you have internal programmatic expertise?
- What inventory and formats do you need?
- What targeting capabilities are essential?
- How important is transparency vs. simplicity?
Trial Process
- Run test campaigns on 2-3 platforms
- Compare performance on same campaign parameters
- Evaluate reporting and ease of use
- Test support responsiveness
Need DSP Recommendations?
ClicksFlyer's team can help you evaluate DSPs and build an optimal programmatic strategy.
Contact UsThe DSP landscape evolves constantly. What matters most is finding a platform that matches your team's capabilities, your campaign requirements, and your growth ambitions.