Supply Side Platform, abbreviated as SSP, creates systems that help online publishers to make more practical and efficient use of ad placement on websites method. SSPs that make it easier for publishers to optimize their inventory and advertising fees pave the way for campaigns to be more successful according to important statistics, such as traffic and time spent on the media.
Supply Side Platforms that make processes automatic and effective for both advertisers and publishers are able to carry out this with their improvable features. So, which prominent features of SSPs provide important advantages for publishers?
The CPM pricing model was first introduced in 1995 and significant developments in internet advertising started to arise in a short span of time. This ad pricing model that is quite scalable meant that both advertisers and publishers could profit and measure their profits in the world of digital advertising.
Thanks to CPM model which is the abbreviation of Cost Per Mille, advertisers pay publishers when online advertising contents are viewed 1000 times. It enables advertisers to ensure that the target audience comes into contact with the advertisement. The fact that how many times the target audience who visits the platform of the online publisher views banners or content-based ads is the foundation of the CPM model. It means that advertisers buy a CPM ad for each view that is performed by a web visitor.
Therefore, 30.000 views for a banner ad are expected when a 30.000 CPM-based ad is purchased. However, it is worth reminding that the 30.000 ad-views are not performed by 30.000 unique visitors. CPM advertising, especially preferred frequently in affiliate marketing, is a pretty effective model depending on the purpose of an ad. Here are the other important details about the CPM advertising…
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?
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?
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?