👀 Questions

1. Which supply sources are you integrated with?
2. Can you break down what those data partner sources?
3. How many of those integrations are direct, and how many are through aggregators?
4. How many daily/monthly DOOH impressions do you have access to in total?
5. What is the percentage of inventory that has GPS information attached to it?
6. Do you have any exclusive inventory sources? Any non-RTB sources?
7. Is your DOOH DSP homegrown, proprietary code, or is it licensed from IPONWEB, AppNexus, or Beeswax?
8. Is your DSP built on top of another DSP’s API, such as The Trade Desk’s?
9. If proprietary, do you use cloud hosting like AWS or dedicated data centers?
10. If you host in data centers, where they located? How many servers do you have in total?
11. Are you leveraging any open source bidding frameworks? Or is the code written from scratch?
12. What is the average latency of your bid requests? Does it differ by supply source?
13. What is your current average daily QPS?
14. What is your maximum QPS limit?
15. What percentage of RTB request has been throttled?
16. Do you have an open API that advertisers can build on top of?
17. Do you have any example customers that have built their businesses on your API?
18. How many developers do you have?
19. Is it possible to white-label the technology (interface) with a different brand?
20. What media buying models do you support: CPM, CPC, CPA, or CPI?
21. Are they actually pricing models, or do you simply optimize towards them?
22. Are you able to establish and support private marketplace deals?
23. Do you support direct (guaranteed) buys?
24. What creative formats do you support: rich media, native, video, audio, others?
25. Do you support mobile rich media?

If so, which providers do you support: Celtra, DoubleClick Studio?

1. Do you offer creative development services?
2. What targeting parameters are available for each campaign type?
3. How granular is the geographic targeting? Is hyperlocal (GPS) targeting supported?
4. Which third-party data sources are you integrated with?

In which countries can this data be used?

1. What is the cost associated with using third-party data?
2. Are the costs passed through, or do you mark it up?
3. What DMP functionality do you have? Can your DMP plug in to other DSPs?
4. What are the audience segmentation options available?
5. What is the cost associated with using your DMP on a self-serve basis?
6. Can you onboard our first-party data for us?
7. If so, what kind of data: email addresses, list of mobile IDs, other?
8. Can you create look-a-like audiences for us?
9. Do you have your own exclusive data segments available in your platform?
10. Do you support cross-channel targeting and attribution?

If so, how does it work? How accurate is it?

1. What levels of campaign reporting are available: campaign, placement, creative, daily, hourly?
2. What dimensions of reporting are available: location, device, audience, contextual, domain, frequency?
3. Are there any qualitative insights or special data analysis capabilities?
4. What is the delay on generated reports? How long do they take to generate?
5. What is the delay of stats in the user interface (UI)? How often is it updated?
6. Can reports be exported from the system in bulk?
7. What brand study or engagement measurement integrations do you have?
8. Which third-party measurement partners do you support? How many support mobile?
9. Is it possible to white-label reports from your interface?
10. Do you have a reporting API?
11. What processes and tools do you have in place for protecting against invalid impressions and clicks?
12. What ad verification companies is your platform integrated with?
13. What contextual brand-safety integrations does your platform have built in?
14. Does your platform support blacklists for exclusion and whitelists for targeting?
15. What processes do you have in place to ensure brand safety for users?
16. What processes do you have in place to protect first-party data?
17. Do you share advertiser campaign data and performance with other advertisers?
18. Do you aggregate campaign or audience data and sell it in any way to anybody?
19. Does the DSP have a self-serve interface, or is it fully managed?
20. Do you support custom frequency capping?
21. Do you support split testing of creative assets?
22. At which campaign levels can you implement budget caps and pacing?
23. Can you implement both lifetime and daily budget caps?
24. Do you support evenly paced budget delivery?
25. Are there any pacing visualization features to help end users?
26. Are there any batch-upload or batch-update features?
27. Do you have a creative asset management system?
28. Is bid optimization done manually or automatically via algorithm?
29. Is media optimization done manually or automatically via algorithm?
30. How do the bidding and optimization algorithms work?
31. What parameters are evaluated for each impression considered for purchase?
32. Are creative concepts and sizes part of the optimization equation?
33. Are there different kinds of optimization algorithms to choose from?
34. How many conversion events do your algorithms need before they start optimizing?
35. Can advertisers define their own custom optimization algorithm on the platform?
36. Do you have an API for campaign management?
37. How is technology development integrated into your organization?
38. Who is your intended target market: marketers, agencies, or publishers?
39. What level of user sophistication are you targeting: power users, novices, others?
40. What does your team see as the next key areas for your product development?
41. What updates do you have in your product roadmap for the next 3, 6, or 12 months?
42. Please explain the rationale for your product roadmap prioritization.
43. To what extent do your customers have influence over the product roadmap?
44. How do you develop and refine your algorithms?
45. Do you have an exchange or SSP arm?
46. Is your business model aligned more with media buyers or sellers?
47. How are these differing allegiances addressed internally?
48. Do you have any other technology products outside of your DSP?
49. What is the fee structure for self-service model and for the managed service model?
50. Is it a percentage or flat CPM? What is the cost?
51. Are there any minimum spend levels, spend commitments, or tiered fee structures?
52. What levels of support do you provide? Do you provide access to an account manager?
53. Do you assist in setting up campaigns, if needed?
54. What training options do you provide for your platform?
55. What is the level of technical assistance you provide?
56. Is there cost associated with support? If yes, how much?
57. How many account managers do you have in total?
58. What is your system uptime? Any scheduled downtime occurrences?
59. What is your onboarding or implementation process for new customers?
60. Are there any media delivery fees or ad serving costs?
61. Are there any hidden fees? (e.g., third-party data markup, costs for specific tactics, etc.)
62. Explain how one dollar spent through your DSP breaks down in terms of media costs vs. fees.
63. Have you supported other advertisers with similar needs to ours? If so, how?
64. Can you provide case studies highlighting success stories on your platform?
65. If so, please provide a wide range of objectives (brand lift, direct response, etc.)
66. Also, please provide a variety of industries and verticals.
67. Can you provide three relevant customer references that we could call?