Final answer:
To match display ads clickthrough rate while using a DSP, focus on audience targeting, engaging creative, A/B testing, and data-driven campaign adjustments. Utilize the DSP's advanced targeting and RTB algorithms to optimize for higher CTRs, and continually refine your strategy based on analytics.
Step-by-step explanation:
To match display ads clickthrough rate (CTR) while buying traffic from open exchanges using a demand-side platform (DSP), you'll need to focus on optimizing your campaigns for performance. Start by selecting the right target audience and ensuring your ad creative is relevant and engaging. Utilize A/B testing to compare different versions of your ads to see which ones yield higher CTRs. Regularly monitor your campaigns and make data-driven adjustments to bid strategies, targeting, and creative elements.
Additionally, take advantage of the DSP's advanced targeting capabilities to reach the audience most likely to engage with your ads. Adjust your bidding strategy to favor inventory sources that have historically shown higher CTRs for your campaign. Moreover, employ real-time bidding (RTB) algorithms that can react to the changing marketplace dynamics and optimize bids for placements more likely to generate clicks.
Lastly, review the analytics provided by the DSP to understand which aspects of the campaign are working and which need improvement. Use this data to continually refine your approach for the best results, aiming to achieve and sustain the desired clickthrough rate for your display ads.