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?
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…
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.