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…
The demand side platform, abbreviated as DSP, can be defined as a technology that enables media buying and creating advertising campaigns for advertisers. In this respect, DSP resembles Google’s product AdWords, now known as Google Ads, can be used instead of Google Ads owing to its many different features.
Although DSP has a lot in common with Google Ads, it has important and advantageous features for advertisers. For this reason, there are many advertisers who use a DSP instead of Google Ads. So what are the most important features of DSP for advertisers that distinguishes it from Google Ads and makes it preferable?
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?
Supply Side Platform or more widely known as SSP, is a digital advertising technology allowing online publishers to sell their inventories automatically. SSPs, which bear similar properties with DSPs (Demand Side Platforms) that contribute to better advertising management for advertisers, focus merely on publishers.
SSPs pave the way for an auction to be carried out for each advertisement display of publishers and therefore the selling of the ad space to the party that offers the highest bid. Hence, publishers can sell the ad space for its real value thanks to the SSPs. So, what other significant advantages do SSPs offer, other than ensuring publishers to earn much better in comparison to traditional methods?
The term Supply Side Platform, abbreviated as SSP, refers to a tool that helps publishers get the best offer from advertisers for their inventory. SSPs, which have a similar structure to the DSP (Demand Side Platform), contribute to better advertisement management for publishers only, unlike DSPs. In this respect, publishers determine the cost of the advertisement space through minimum units, and the advertiser who gives the maximum price for the advertisement space can gain access to the publisher’s website’s inventory.
The number of publishers using SSP technology, which makes the advertising management very practical, keeps growing. In addition to that, while programmatic advertising remains popular, it is possible to predict that SSP will be used by more publishers in future periods. So SSPs are considered to be the technology of the future, but how do they work?
Dijital reklamcılık, firmaların ürün ve hizmetlerini hedef kitlelerine duyurmak adına online platformlardan faydalandığı önemli bir pazarlama dalı. Oyun ve mobil platformlar da dahil olmak üzere birçok mecrada etkin bir şekilde kullanılabilen dijital reklam yöntemleri, günümüz koşullarında geniş kitlelere ulaşabilmede büyük rol oynuyor.
Medya tüketim biçimlerinin değişiklik göstermesi sonucu giderek daha popüler hale gelen online reklamların en dikkat çekici özelliklerinden biri de mümkün olan en düşük bütçeyle en yüksek kazancı elde etmeyi sağlaması. Bu sayede firmalar, reklam harcamaları için ayırdıkları bütçe dahilinde online platformlarda reklam alanı satın alabiliyor ve markalarının görüntüleneceği online noktaları seçebiliyorlar. Dolayısıyla reklamların verimliliğinin büyük oranda reklamveren firmaların inisiyatifinde olduğunu söylemek mümkün.
Peki firmaların ellerinde bulundurdukları inisiyatifin başarıya dönüşmesi için online reklam alanlarını satın almada hangi yöntemler kullanılabilir ve en etkin ve karlı reklam alanı satın alma türleri nelerdir?
Dijital Reklam 101 yazı dizisinin ikinci bölümünde, dijital reklamcılık ekosistemine giriş yapmaya hazırlanan ve çoktan dahil olmuş firmalar için en önemli reklam satın alma teknolojileri olan Ad Exchange, DSP ve SSP platformlarını mercek altına alıyoruz.Yazının Devamı…