Digital advertising is an important marketing strategy for companies to announce their products and services to their target audiences by using online platforms. Including display ads, mobile ads and video ads, digital advertisement methods are effective in many platforms like gaming and mobile and play a huge role in reaching masses.
As a result of changing ways of media consumption, online ads are growing more popular, and one of the most significant features of the online ads is that they provide the maximum profit with the lowest possible budget. Therefore, companies can purchase ad space on online platforms and choose where they are displayed within their advertising budget. Thus, it may be said that the efficiency of ads is in the hands of the advertising agencies.
So, what can advertising agencies do to achieve success? Which methods may be used when purchasing online ad space and which purchases are the most effective and profitable?
Here are the details of the most prominent advertisement purchasing technologies, such as Ad Exchange, DSP, and SSP, for the companies preparing to enter or are already involved in the digital advertising ecosystem…
Supply Side Platform or more widely known as SSP, is a digital advertising technology allowing online publishers to sell their inventories automatically. SSPs, which bear similar properties with DSPs (Demand Side Platforms) that contribute to better advertising management for advertisers, focus merely on publishers.
SSPs pave the way for an auction to be carried out for each advertisement display of publishers and therefore the selling of the ad space to the party that offers the highest bid. Hence, publishers can sell the ad space for its real value thanks to the SSPs. So, what other significant advantages do SSPs offer, other than ensuring publishers to earn much better in comparison to traditional methods?
Programmatic advertising technology that shapes the future of the digital advertising world makes advertising purchasing processes much more practical, fast and profitable. Programmatic advertising, a type of marketing automation, provides a technology based on data that automatizes media buying processes. It thus becomes possible to put inventory on the market and purchase them electronically in milliseconds.
Talep Yönlü Platformlar (Demand Side Platform : DSP)
Bir DSP, çoklu parametreler ve veri kaynaklarına dayalı reklam alanı seviyesinde karar verme yöntemi kullanarak medya satın almasını kolaylaştıran görüntüleme-satınalma sisteminin üzerindeki teknoloji katmanıdır. DSPler, medya satınalıcılarının çoklu kaynaklar üzerinden dijital envanteri toplamasına, optimize etmesine ve anlık açık arttırmaya girmesine yardımcı olur… Yazının Devamı…