Creating a game or a mobile app is half the work for developers. The real challenge lies in getting it in front of the target users. According to studies, U.S. mobile ad spending was expected to exceed $200 billion in 2024, accounting for roughly 65.8% of all digital advertising, and the total is still climbing.
The numbers highlight that the takeaway is apparent: in-app advertising is where user acquisition happens. Thus, to compete in this high-stake territory, developers need the right tools on their end, which is where mobile DSP (Demand-Side Platform) comes in.
Your DSP partner helps you reach high-value users, optimises bids in real-time, and reduces your ad spending. However, with multiple choices available, selecting the right one can be a challenging task.
This guide breaks down five key factors to consider when selecting a mobile DSP.
What is a Mobile DSP? (And Why Game Developers Should Care)
A mobile DSP (Demand-Side Platform) is a platform that enables game developers and marketers to purchase mobile ad inventory across various apps, games, and mobile websites.
It utilises real-time bidding (RTB) to ensure your ads are displayed to the right users at the optimal time. It connects you with multiple publishers while automating everything from targeting and bidding to placement and budget control.
Key User Acquisition Benefits:
- You get access to premium mobile inventory across ad exchanges and SSPs
- Real-time optimisation based on performance data
- Control over targeting
- Multiple buying methods, including RTB and private marketplaces.
Note that mobile DSPs are designed to handle the mobile ecosystem. This is where your users play and spend.
What Are the 5 Key Factors to Consider When Choosing a Mobile DSP for User Acquisition?
Looking to scale your app? Your DSP affects the user quality and campaign ROI. There are key factors you must focus on which will be discussed below.
1. Audience Access & Reach
Audience access and reach are crucial, as you need a DSP that can effectively reach the users your app/game was built for. Some important questions you can ask are:
- Does it have access to your core audience in terms of age, interests, and platform?
- Does it offer lookalike modelling or deep user segmentation?
It’s best not to chase volume alone. Reach is useless if it’s not your audience.
2. Ad Format Support
Having an ad format support is critical in gaming user acquisition. A powerful DSP supports multiple ad formats, playables, rewarded video or interstitials. Besides, compatibility across multiple devices and screen orientations is again key to ensure a smooth user experience. Additionally, also consider whether you can efficiently run A/B tests or push dynamic creative variations.
The more formats and testing tools you have, the faster you can zero in on what converts.
3. Real-Time Analytics & Optimisation
Shooting in the dark never works for anyone. A good DSP should provide you with real-time dashboards that display key metrics, such as installs, retention, and ROAS.
It should also automatically identify and flag underperforming segments, allowing you to make adjustments quickly. In a nutshell, you are flying blind if your DSP is unable to adjust over the campaign.
4. User Experience Controls
Terrible advertisements result in negative ratings. Ad placements that bother or disrupt users should be avoided with the use of a good DSP. Additionally, it should weed out spammy or irrelevant creatives that could damage your app’s reputation.
It’s a huge plus when user-friendly formats, like rewarded ads, are supported, because they enhance the user experience overall engagement.
Bottom line: Your ads should not ruin the very game they’re trying to promote.
5. Cost Structure & Return on Spend
The ideal platform should enable you to optimise based on in-app events or lifetime value (LTV). Besides, it must provide pricing models, including CPM, CPC, and CPA. You should be able to control bids, set spend caps, and adjust strategy as needed. Bonus points if the platform shares success benchmarks from other gaming campaigns, giving you a clear idea of what’s possible.
Remember, the right mobile DSP isn’t about crossing the checklist. It must understand your users and drives a scalable UA without breaking the bank or trust.
