How DSP Serves Relevant Contextual Ads to Audiences

Tarun Mehrotra
Tarun Mehrotra
Dhrubajyoti Basu Roy
Dhrubajyoti Basu Roy
4 min read
Posted on June 06, 2022
How DSP Serves Relevant Contextual Ads to Audiences


Over the last decade programmatic advertising has radically transformed the way in which the advertisers connect with their audience. Programmatic advertising automates the entire process of buying and selling of ads by seamlessly connecting the demand-side platform (DSP) that works on behalf of the advertisers with the supply-side platform (SSP) that works on behalf of the publishers. As a result, the timeline from picking the right ad and displaying it to the right audience has been drastically reduced from days to milliseconds. It also helps in delivering contextual advertising by providing a personalized experience to the end user.

InMobi DSP

The InMobi DSP provides an end-to-end solution for mobile advertisers that is designed to help target the right audience and show them relevant ads with a view to not only maximize ad impressions but also to increase conversions as well. Insights from user behavior, demographics, geolocation and other key parameters help identify potential users who are more likely to engage with specific ads and possibly convert.

For maximum return on investments (ROI) for the budget spent on ads the focus should ideally be more on user actions compared to installs. One of the ways that this can be achieved is by incorporating predictive analytics for ROI optimization that ensures more click through and conversion rates (CTR and CVR).

Strategies to Serve the Right Ads

There are various ways in which advertisers can interact with specific audience with relevant ads that results in successful ad campaigns. The DSP helps the advertisers leverage on their ad campaigns for greater ROI by using some of the following target mechanisms.


Advertisers can cherry pick multiple apps in bundles from the Google Play and iTunes stores where they wish to provide contextual advertisements to their audience. This helps in filtering for  specific categories of mobile apps. For example, serving an ad for a payment app makes sense to a user on an ecommerce platform. Similarly, gamers are most likely to engage with an ad that relates to a gaming device or app.


Getting the ideal ad space is critical for advertisers. The DSP facilitates a single interface to the advertisers to help them select ad inventory from a wide range of SSPs through its dashboard.


Knowing your audience goes a long way in predicting and delivering the most relevant and appropriate ads to your users. Key insights from user data help identify gaps and pain points that influence purchase decisions. Using audience information to serve the most relevant ads increases the chances of generating leads considerably. For example, fitness enthusiasts are more likely to be engaged by sports gear ads.


Geographic location filtered by region, country, state or city can be useful indicators. This is especially relevant for region specific campaigns that relies heavily on event driven actions. For example, a Diwali offer for home appliances in India will attract many leads.


It’s widely observed that some ads are more relevant to the audience during specific days of the week and at specific hours on a given day. For example, people are more likely to commute during peak hours. Similarly, more people are likely to go shopping or visit the theatres during weekends. So, it makes more sense to serve ads that are more relevant to them based on their daily or hourly needs and activities. 

The InMobi DSP facilitates the advertisers to choose specific days and hours of a week when ads should be served to their audience. The platform also supports modularity that allows the advertisers to create custom rules and conditions for audiences using backend APIs. This kind of tailored approach makes the ad campaigns more effective.

Device and Platform

Campaigns can also be customized for users of specific mobile devices like iPhone, Samsung or Google, and based on platforms and versions like iOS 14 or later, Android 9 and above, etc. Since socioeconomic factors plays an important role in consumer spending, a user owning an expensive device is more likely to spend more. Secondly, a lot many apps are platform dependent and hence contextual advertisements based on platform makes sense.


Advertisers can deliver contextual advertisements to users based on specific telecom providers who are consumers of cellular services and Wi-Fi networks. For example, an advertiser can deliver advertisements to Jio users in India with discounted prepaid offers. 

IP Targeting

A list of IP addresses can be whitelisted to deliver customized advertisements. These are usually public Wi-Fi endpoints that are accessible to the public at large like at the airports, railway stations, and cafeterias. Since the users visiting these places have some common elements, delivering contextual advertisements is done based on those principles. Whenever a user connects to these networks bearing a whitelisted IP, a relevant ad is served to the user as per campaign.