Ads.txt, a text-based file, was brought into the programmatic advertising ecosystem by IAB Tech Laboratory in May 2017 to prevent fraudulent applications and unauthorized inventory sales. For this purpose, the transparency deficiencies among ad buyer, seller, and programmatic inventory provider were aimed to be eliminated.
Viewed from a historical perspective, fraudulent applications that are known as ad fraud have always been a problem in the world of digital advertising. In fact, approximately 6 billion dollars are spent every year to prevent this problem, according to some sources. In this sense, there have been studies to produce possible solutions for many years. One of these solutions is the ads.txt which is the new project of IAB Tech Laboratory.
So, what kind of solutions in terms of security does ads.txt offer?
At the time when ad spaces were sold in traditional ways and the programmatic technology was not yet widespread, impression sales and purchases were carried out one by one. For this reason, important resources, such as time and money were used quite inefficiently compared to the programmatic. However, SSPs that have the programmatic technology in which all the process takes place automatically in split seconds, make the lives of the publishers who prefer to use them considerably easier.
Thanks to the programmatic SSP, publishers can easily access customers whose existence was once unknown to them. In this way, it becomes possible for them to keep the fill rates high. But, what other benefits can SSPs provide for online publishers?
The way to be a successful affiliate publisher is to have an online platform which involves the advertisements of products or services of advertising brands. Then affiliate campaigns need to be supported with correct ad placement and contents. However, if the niche selection is not done correctly, the works to be completed in the scope of affiliate marketing may turn into a waste of time and money.
That’s because publishers create content about specific subjects according to the affiliate marketing niche selected. And visitors of the website consist of those who are interested in the selected niche in question. But, how can the correct niche be found? Here are the affiliate marketing tactics that help online publishers to find the niche that will provide the highest profit…
Programmatic advertising, which automates media purchase processes for advertisers, appears as a marketing automation technology. Thanks to the programmatic advertising which enables targeting with regard to many variables including online users’ socioeconomic, demographic, and geographic features; promotional activities about products or services can reach users with highest interest possibilities.
Providing many advantages for advertisers enables programmatic advertising to be known as the future’s advertising technology. And this points out that programmatic advertising which has become popular in recent years will not fall off the radar of the digital advertising ecosystem for many years. Accordingly, it is beneficial to follow the trends of programmatic technology which will direct the near future.
Here are the programmatic technology trends that will shape the year 2019…
The demand side platform, abbreviated as DSP, can be defined as a technology that enables media buying and creating advertising campaigns for advertisers. In this respect, DSP resembles Google’s product AdWords, now known as Google Ads, can be used instead of Google Ads owing to its many different features.
Although DSP has a lot in common with Google Ads, it has important and advantageous features for advertisers. For this reason, there are many advertisers who use a DSP instead of Google Ads. So what are the most important features of DSP for advertisers that distinguishes it from Google Ads and makes it preferable?
Native advertising has become one of the most popular types of advertisements as it is able to adapt to its medium. Native advertising appears as though it is a part of the content of an online website but is a paid promotion model and with it, advertisers can offer valuable content to the masses according to their expectations, similar to a content ad.
Naturally, users who see content that is satisfactory for their needs and expectations form a positive impression of the advertising brand. Despite this, there are many companies that do not include native ads in their marketing strategies, even today. However, it is important to know that native advertisements are of the quality that supports other marketing activities and their popularity never drops below a certain level.
Here are 3 reasons to include native advertisements in a digital marketing plan…