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…
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?
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…
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…
In line with the advancing technology and changing trends over the last 20 years, digital advertising terms rapidly gained popularity in the advertising world. Thanks to digital advertising methods, the advertisers had the opportunity to reach the majority of their target audience through more practical and affordable ways.
Currently, digital advertising became much more advanced by means of technological innovations so that it can target the whole of the target audience. It can thus be argued that the programmatic technology, being the latest chain of digital advertising, for now, opens advertisers the door to many possibilities.
So; what kind of advantages does the programmatic advertising -referred to as the future of advertising- provide advertisers compared to classical methods?
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…