Demand-Side Platform (DSP) is a software that automates performing digital ad impressions on mobile web, desktop, and in-app. This software enables advertisers to purchase ad spaces on online platforms of publishers and to fill these ad spaces with ads of their own brands in display, video, native, pop, push kind of advertising formats.
Accordingly, publishers offer their ad spaces through ad exchanges with demand-side platforms integrated to advertisers and advertisers purchase ad spaces by deciding which one is the most appropriate for ad impressions. All these processes are carried out automatically and in real-time. So, for what are the reasons advertisers work with a demand-side platform?
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…
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…
Everything about digital advertising is based on advertisers’ capability of reaching their target audience with the help of publishers. Whereas this requires for the publishers to purchase the advertising spaces on websites. At this point, demand based solution partners such as ad networks, DSPs (Demand Side Platform) and ad exchange seek out for the proper audience that fits the advertiser’s target audience. As for displaying ads to these prospective customers, payment is being made to the publishers.
Surely, the amount of payment is not equal for all ad spaces. Therefore the publishers should make sure that they are selling their digital ad inventories at their real value. That’s where the SSPs, i.e, Supply Side Platforms, come on to scene. SSPs are responsible for managing and optimizing the publishers’ ad spaces on their behalf. That is to say, the SSPs actually provide the publishers full control over their inventories.
So, what are the features that the publishers must make sure being offered, before deciding on the best SSP for themselves?
It is possible that users of Google Ads have been thinking about parallel tracking for some time. It is of great importance for advertisers to have more detailed information about the parallel tracking feature that Google launched as an option in May and started sending informative e-mails about a few months ago.
As of October 30, 2018, Google Ads’ ad tracking solution is becoming required for all ad accounts. Therefore, it would be useful for advertising campaigns to investigate how they will be affected by this feature. In particular, advertisers using third-party ad tracking software need to make sure their software is compatible with this new feature.
Here are the important details about Google Ads Parallel Tracking…