Online Display Ads
Display advertising, promote products or services on relevant sites/blogs, where the user is actively engaged in some other context.
These Ads are a great way to raise brand awareness and familiarity among customers.
However, Display advertising requires a very compelling messaging and visuals, to get that one click.
Evolution of Online Display Ads
The online display advertising ecosystem has evolved from direct buying and selling into an increasingly complex environment with data driven real time bidding and selling. Watch this video to understand this evolution!
Programmatic Advertisingis the use of technology platforms to automate buying and selling of media.
Programmatic Advertising uses data to decide which ad spaces to buy and how much to pay for them. This can be applied to anything from television to online display ads to digital out-of-home.
In simple terms:
- Advertisers or agencies use a demand side platform (DSP) to decide which ad impressions to buy and how much to pay for them.
- Publishers use a supply side platform (SSP) to sell ad space to brands.
- These two platforms are then matched up in real time.
Pillars of Programmatic Buying
- Ad inventory
Agencies and programmatic businesses are capable of handling above four requirements. However, to have better visibility, a number of advertisers are leaning towards a hybrid modelwhere they have an in-house team to handle some part of the buying.
Success of Programmatic Buying
The real benefit of
programmatic buying can be reaped only from the team’s ability to analyze the results.
Real-time Bidding (RTB) is a kind of Programmatic Buying. It is an auction that happens during that specific moment when the page loads.
Watch this video to know more about RTB!
Key Players in Programmatic Advertising
Demand Side Platforms
Demand Side Platforms (DSP) enable advertisers and ad networks to bid and purchase ad impressions across multiple ad exchanges.
- DSPs do not own OR resell inventory from publishers.
- They are just technology platforms that connect to an ad exchange or a Supply Side Platforms (SSPs).
- DSPs and SSPs together automate the buying and selling of ad impressions.
More about DSPs
DSPs have sophisticated decision engines that assess the value of the incoming impressions and place a bid on behalf of the advertiser.
DSPs also help the advertisers to:
- Tie own and third party targeting data into DSP Decision Engine.
- Manage campaigns and campaign budgets across multiple Ad Exchanges.
- Analyze campaign performance across Ad Exchanges.
Popular DSPs– DoubleClick Bid Manager, MediaMath, Turn, Invite Media, Lucid Media, X+1, and BRANDSCREEN.
DSP – Objective
DSPs aim to help advertisers get the most value for each impression.
Ad Exchanges are marketplaces with a big pool of available ad impressions submitted by publishers.
Advertisers decide which ones to bid for and buy using DSPs. These decisions happen in real time.
Major ad exchange operators – Google, The Rubicon Project, OpenX, AppNexus, and Yahoo.
Ad Networks aggregate publisher ad space and sell it to advertisers.
However, ad networks mark it up and sell it for a profit. In fact, several ad networks now purchase their inventory from exchanges.
Some of the popular AdNetworks: Google AdSense, Media.Net, BuySellAds and Conversant
Ad Exchange vs Ad Network
Ad exchanges are more transparent than networks as they enable buyers to see the exact price they are paying for an impression.
Supply-side platform (SSP) are the technology platforms used by publishers, to connect to multiple Ad Exchanges.
They open the available ad space inventory to potential buyers, to get a better bid. SSPs offer capabilities like Real-time Bidding that enables instant selling of impressions.
Companies providing SSP technology: AppNexus, PointRoll, Google, OpenX, PubMatic, Rubicon and Right Media.
SSP – Objective
The main aim of SSP is to provide the best deal for the publisher.