Mass marketing is no longer the answer. Marketers have to be accurate. How can marketing teams leverage ad technology to enable efficient digital advertising?
Increased awareness, traffic, leads, and sales are all benefits you can expect from combining digital advertising with your current marketing strategy.
Where once marketers advertised to as many people as possible, now we are showing the right ads to the right consumers at the right time. The road has definitely been long. Adtech holds a unique position in digital advertising because it can deliver the right message to the right audience at the right time and track the results.
First, let's understand how ad tech is impacting the digital advertising industry.
The role of ad tech platforms in digital advertising
role of ad tech Our efforts in digital advertising are significant and will transform advertising by automating processes and increasing its ability to meet targets.
Ad Tech is a comprehensive collection of systems and channels that assist marketing professionals with powerful tools for campaign operations and optimal ad placement in real time. This allows advertisers to collect vast amounts of audience data, define target audiences more precisely, personalize advertising communications, and effectively optimize advertising spend.
Here are some of the most popular tools and platforms:
Supply side platform (SSP)
Supply-side platforms enable sites to sell ad inventory by placing available ad space on ad exchanges, DSPs, and other networks. Demand-side platforms (DSPs) buy ads as brands based on pre-established selection criteria. Brands bid on impressions through an auction called real-time bidding (RTB). This allows site owners to choose which brands appear on their site, at what prices, and where.
Demand-side platform (DSP)
Conversely, demand-side platforms simplify media buying for agencies and advertisers. These platforms allow advertisers to purchase ad space from various sites and media owners and target users that fit their brand's needs. Site owners submit offers to a supply-side platform (SSP), which sends requests to Ad Exchange. The exchange selects the best option for the advertiser, and the demand-side platform analyzes all possibilities to provide the best bid for display in milliseconds.
Agency Trading Desk (ATD)
Agency Trading Desk is a service specialized in advertising provided by advertising agencies. It is used to create advertising plans, execute ads and react to real-time conditions generated during the course of advertising campaigns. It can also be understood as a mini-DSP that operates similarly to a DSP.
This approach is ideal for advertisers who are still implementing ad tech and want to work with a specific DSP or expand their sales team. Nevertheless, on the contrary, it is necessary to remember about the limits of its expansion. Demand side platform Transactions are made with just a simple click. Therefore, it can be a drawback that the platform cannot provide you with the highest quality ads available on the market.
Customer Data Platform (CDP)
CDP (customer data platform) is an integrated database tool that combines data from multiple disparate platforms into one place, containing information about every aspect of a customer's interaction with a product or service. Linking with these storages can help you segment your marketing database in different ways and create personalized campaigns.
ad exchange
Ad Exchange is a virtual arena where advertisers and publishers participate in virtual auctions to buy and sell advertising space. Communication between them is based on them, since real-time auctions are the main purpose. The format of advertising can move from a user's computer screen with banner ads to a mobile user's device with ads. The digital trading platform pools supply-side bids submitted by the publisher's selected supply-side platform (SSP) and demand-side demand for ad impressions via the advertiser's selected demand-side platform (DSP) .
The respective buying and selling process used by advertisers during real-time auctions is called RTB (Real-Time Bidding) technology. When a user visits a website associated with the appropriate platform, the auction is immediately committed.
The buyer's platform analyzes the user's previous interactions and interests to determine the relevance of bids for the display. The size and appropriateness of bids is based on the characteristics of your site visitors.
ad server
An ad server is a web-based technology platform used to place advertisements directly on websites. It has tools to convert advertising materials to publisher sites, track impressions, clicks, and other elements of RTB, and optimize advertising campaigns.
Although publishers and advertisers have different ad servers, they work on the same principle of storing and sorting data from both sides. Publishers use ad servers to control resources, organize ad placement, optimize ad delivery, and provide statistics. Advertisers use these to control the progress of their creative and ad campaigns.
Ad servers can be either self-service or managed services. Self-service servers offer more functionality and configuration, but require a significant investment in human resources. With managed services, you can outsource this work to an outsourcer and forget about this problem.
Ad servers can be local or remote. Local ad servers are physically accessible and typically owned by the publisher. Remote servers allow you to use ad server functionality by purchasing remote access to the ad server. Typically, remote servers provide access to multiple webmasters and operate independently.
advertising network
An advertising network is a group of advertising platforms that share a common system for advertising. The term „ad network“ can refer to any type of network, but is often used to describe online advertising networks. Online ad networks differ from traditional ad networks in that they typically use ad servers to serve advertisements to the public. By using a central system to advertise, business owners have access to a variety of audience targeting, tracking, and reporting methods not available with traditional alternative media.
Advertising networks work with publishers across the internet to help publishers with untapped resources or advertising platforms, or who want to monetize their offers. Advertising networks aggregate these resources, package them, and sell them to advertisers. Advertising networks can be classified as horizontal, vertical, or premium.
Horizontal networks work with many publishers and have a low barrier to participation, making it easier for publishers to participate. Vertical ad networks are designed for precision niche targeting and are more likely to lead to conversions. Premium networks only work with premium publishers. Although it is difficult to join such networks, the quality of service is of a high standard.
In addition to all this, ad technology offers benefits such as focused advertising and helps advertisers target specific users according to various measures, resulting in increased campaign efficiency and conversion. will increase. Ad tech platforms provide data-driven insights that help advertisers improve campaign effectiveness, increase engagement, and increase ROI by leveraging valuable information about user behavior and other metrics.
Adtech is essential to digital advertising because it enables communication between advertisers, publishers, and other participants in the advertising process, ultimately leading to the effectiveness of online marketing strategies.
Opening up the future of advertising in the digital age through adtech
- Automate the ad serving process using programmatic buying and selling to ensure efficiency and accuracy in targeting the right audience.
- Use real-time insights from AdTech to make data-driven decisions and create personalized ad experiences based on detailed user information.
- Leverage AdTech to launch campaigns quickly and help brands stay flexible and agile in a dynamic digital environment.
- Rapidly increase advertising effectiveness by leveraging automation, streamlining processes, and increasing reach without compromising effectiveness.
- Make the most of your advertising budget with AdTech's precision targeting capabilities and focus on precise targeting to reach the most relevant audience segments for your message.
- Be Flexible to User Preferences Adtech companies must constantly modify their approach to meet changing user preferences and deliver frictionless, customized ad experiences that connect with specific customer groups.
- Stay informed of regulatory changes and proactively adjust your strategy to meet customer privacy expectations and comply with tracking restrictions.
- We invest in solutions that prioritize privacy in adtech by investing in tools and technologies that protect user privacy and drive advertising results.
What matters is whether a company can adapt to changes in its environment. digital advertisingAdtech is seen as a critical partner, providing the necessary tools and playing a key role in shaping the future of advertising.