As a wedding photographer who is open to traveling worldwide for work, you need to know how to expand your reach. Otherwise, you will have a hard time getting your name in front of those you would love you use your professional service.
You might have heard about online advertising tools like Demand-Side Platforms (DSPs) and Supply-Side Platforms (SSPs). But what exactly are they, and how do they differ? More importantly, how can understanding SSP vs DSP help you attract more couples from around the globe?
SSP vs DSP: Is One Better Than The Other?
This is how those two advertising platforms work:
DSP (Demand-Side Platform)
A DSP is a tool used by advertisers (like you) to purchase ad space across multiple websites and platforms. It automates the process of buying ads, allowing you to target specific audiences based on data, such as geographic location, interests, and online behavior.
For a wedding photographer, a DSP can help you get your ads in front of couples who are planning their weddings, regardless of where they are in the world.
SSP (Supply-Side Platform)
On the other side of the equation, an SSP is used by publishers (websites, apps, etc.) to sell ad space. An SSP’s task is to make sure that the ad space on a popular wedding planning website, for example, is sold to the highest bidder. This way the publisher gets the best price.
DSP vs SSP: Can They Work Together?
To put it simply, DSPs and SSPs are two sides of the same coin. While a DSP helps you buy ad space, an SSP helps publishers sell it. The two platforms work together in real time to match the right ads with the right audiences.
For example, if you use a DSP to target couples in France who are planning a destination wedding, your ad might appear on a wedding planning website that uses an SSP.
The SSP would make the ad space available, and your DSP would automatically bid on it if it matches your targeting criteria. If your bid wins, your ad gets displayed to the potential clients who are most likely to hire you.
Why Understanding DSP vs SSP Matters for Wedding Photographers
As a wedding photographer, understanding the relationship between DSPs and SSPs can significantly impact how effectively you market your services. Why is that?
Reason #1: By using a DSP, you can reach couples planning weddings anywhere in the world. Whether it is a beach wedding in Bali or a classic ceremony in Boston, a DSP helps you target specific locations. This simple way your ads appear in front of couples looking for a photographer in those areas.
Reason #2: DSPs use analytical data so your ads reach the right audience. You can target by demographics such as age, interests, and even the type of wedding they are planning. This level of precision means you’re not wasting money on ads that won’t lead to bookings.
Reason #3: With a DSP, you have control over your budget and can optimize your ad spend by focusing on high-performing placements. Meanwhile, thanks to SSPs, you get the best value for your money by only placing your ads in premium spaces where they are most likely to be seen by couples who are looking for a wedding photographer.
