Demand-Side Platform (DSP) is a software that automates performing digital ad impressions on mobile web, desktop, and in-app. This software enables advertisers to purchase ad spaces on online platforms of publishers and to fill these ad spaces with ads of their own brands in display, video, native, pop, push kind of advertising formats.
Accordingly, publishers offer their ad spaces through ad exchanges with demand-side platforms integrated to advertisers and advertisers purchase ad spaces by deciding which one is the most appropriate for ad impressions. All these processes are carried out automatically and in real-time. So, for what are the reasons advertisers work with a demand-side platform?
Programmatic advertising is defined as an advertising technology in which online user data is used and media purchase processes are automatically completed, focusing on the data. While predictions, face-to-face meetings, and possibilities come into question in the conventional purchase method, transparent purchase processes, and practicability come to the forefront under the light of algorithms in programmatic advertising.
Investments on the programmatic advertising which is becoming more popular every passing year are thought to reach 39 billion dollars in 2018 in the United States. In addition, it is foreseen that B2B companies which are slow on the uptake of the programmatic technology compared to B2C companies will speed up the adaptation process in 2019. So, what qualities of the programmatic advertising which is one of the most emphasized subjects in the world, particularly for the last several years make it different than conventional methods?
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…