Digital Advertising 101: Ad Exchange – DSP – SSP

RS-051218-ad-exchange-690Digital 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…

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3 Reasons to Add Native Advertising to Your Digital Marketing Strategy

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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…

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Things Publishers Should Consider When Choosing an SSP

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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?

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What Does Google Ads Parallel Tracking Mean for Advertisers?

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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…

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How to Choose The Right DSP For Your Company?

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Programmatic media purchasing is definitely one of the most popular digital advertisement concepts of the last few years. One of the most important components of the programmatic ecosystem is of course the demand side platforms (DSP). DSPs are defined as a technology that makes it possible for advertisers to automate the buying process of the spaces where the advertisements will be displayed and it also allows them to track campaigns.

In programmatic advertising, purchasing decision for each advertisement is carried out through DSP algorithms within milliseconds. This provides great convenience for advertisers. Of course, the most efficient advertising campaigns can only be possible with the right choice of DSP. Here are some of the critical points that companies should consider when selecting a DSP…

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A Guide To Choosing The Best Programmatic Advertising Platform For Your Brand

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The success of programmatic advertising in achieving marketing goals of brands cannot be denied. Thanks to this technology based on user data, it is possible to increase the performance of e-marketing and to get higher efficiency from advertising campaigns. But undoubtedly, the preferred programmatic advertising platform plays an important role in this success.

The selection of programmatic advertising platform is an extremely critical decision, as it affects the whole campaign and even the brand image. At this point, it is necessary to focus on the needs of the brand in order to find out which platform would be the best choice. Here are the main points to consider while deciding on a programmatic advertising platform…

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