The Importance Of Advertising To The Right Audience

With all that we are facing on the daily given the pandemic, we could use some major boost. Especially companies, brands and even consumers need motivation – whether it is promoting new products, identifying target audiences (TG), getting the attention of consumers or even structuring workable online strategies. It is a sensitive situation.

However, it does come with a fresh set of opportunities. Brands or companies may have to look with delicate care to spot their prospects in the sea of digital audiences. A workable marketing strategy will not only compute the budget but also carefully define audience segments that need to be targeted.

More lasting impressions can be created if data forms the base of marketing. How? It helps you predict the behaviour of your target audience. Not taking your customer’s digital footprints into account when strategizing can put you on the back foot.

BPRISE realized this since it began buying inventory and serving ads two years ago. So, to better equip you, as a platform user (digital marketer or media planner), BPRISE got data integrations done. This means you can now attract prospects who exhibit characteristics similar to your existing customers.

Here’s What’s New:

Audience! Audience! Audience!

BPRISE’s integration with global data providers like Oracle’s Bluekai, Lotame, Dun & Bradstreet, ComScore, Visa, Mastercard, Forbes and a bunch of other powerful players, gives you just what you need to shrink your expenses while still reaching out to your desired audience segments.

This new power packed data integration gives you easy access to buying millions of impressions and also helps you narrow down your reach to those (prospects) that matter. An addition like this to a programmatic ad buying platform like BPRISE, came as a natural evolution after listening to the needs of our existing platform users (agencies and ad consultants).

Use Cases:

While you set your marketing cadence taking into account the happenings of the world, we also suggest that you keep an extra eye out on that campaign performance. Getting your inboxes stuffed with Excel sheets and reports may be inevitable but you need real answers about your campaign performance.

BPRISE’s dashboard comes fully equipped with real-time reporting on campaigns that are in-flight. Imagine that you have just launched a CPM campaign across Tier 1 Indian cities targeting online shoppers and audiences who use ecommerce apps.

While the natural tendency is to set the campaign live and wait for the numbers to soar, our Campaign Managers do it a bit differently. They not only monitor your campaign by the hour (or even by minutes sometimes!) and make necessary tweaks – while the campaign is live – in order to keep CTRs from falling. This of course, is part of BPRISE’s Managed Services – wherein we manage your campaigns from start to finish including campaign setup, launching, monitoring, optimizing and reporting.

A few one-line proposals for various industries…

Real Estate/Insurance

Reach out to HNIs spread across India or people looking to buy

Appliances

Advertise to newly weds or parents of school children

Entertainment

Attract users of popular video streaming apps with your ads

Travel/tourism

Run your ads by budget travelers, luxury travelers and frequent flyers

Hospitality

Grab the attention of individuals that frequent clubs, restaurants and cafes

Pharmaceutical

Reach out to health and fitness conscious individuals or healthcare professionals

MSMEs/SMEs

Advertise to decision-makers and high-profile CXOs

B2C Brands

Attract parents, people of different age groups/interests and behaviour segments like nightlife, football, cricket lovers etc.

For You:

Our newly fitted platform feature (audience segmentation) promises to deliver your ads to your most authentic prospect no matter where across the globe they are. BPRISE has upped it’s marketing feat with the Data Management Platform (DMP) integrations and is ready to serve you while you serve the best of what you got to your audiences; while keeping your marketing budgets in check but without compromising on reaching out to your TG.

We believe it is necessary that as a business you are as ready to deliver, for people will heal and the world will get back into motion. One segment at a time!

What Is A DSP and How It Relates to Ads

Business woman working on BPRISE DSP Platform

Almost 50% of small businesses are already using pay-per-click (PPC) advertising. Unfortunately, not many companies realize there’s an easy way to automate their purchasing. By simplifying a piece of your PPC puzzle, you can spend more time on what matters most: your business.

That’s where a DSP can step in. What is a DSP exactly, and how can it help with your digital advertising?

You’ll have to read on to find out! In this guide, we’ll reveal everything you need to know about DSP advertising and how it can benefit your business. Read on to learn more.

What is Programmatic Ad Buying?

Before we dive into the question, “what is a DSP?” let’s discuss programmatic advertising.

Programmatic advertising is a broader term. It’s used to describe technologies that automate the digital ad buying process.

In some cases, that can mean automating campaign set up based on previous settings. You can also use programmatic advertising for rate negotiation, optimizations, and actualizations. By using programmatic advertising, you can streamline your processes, saving you time and money.

One way to launch programmatic ads is by using a DSP.

What is a DSP?

Now for the big question: what is a DSP?

DSP stands for Demand Side Platform. It’s an automated buying platform that allows users to purchase digital ad inventory. These users often include full agencies or companies that want to advertise their own brands.

The digital ad inventory available can include banner ad space on websites, in-stream videos, or mobile ads that display on phone apps.

There’s a chance you’ve heard of SSP, or Supply-Side Platforms. Also known as Sell-Side Platforms, SSPs are very similar to DSPs. They allow publishers to sell their inventory through an ad exchange.

SSPs require minimum bid requirements. This allows the publisher to maximize how much they’ll make from their ad space.

That begs the question, “what’s the difference between a DSP and SSP?”

DSPs are for marketers. SSPs, on the other hand, are designed for publishers. Both are involved in multiple ad exchanges.

The Ad Exchange

The ad exchange is a digital marketplace. There, advertisers and publishers can use real-time bidding to buy and sell ad space. The ad exchange announces each available impression in real-time.

Then, buyers can determine if they’re interested in that space before they make their bids.

How Does It Work?

Now that you have a broad concept of DSP advertising, let’s talk about the process.

With a DSP, advertisers and agencies can purchase ad inventory from publishers through:

  • Ad networks
  • Ad exchanges
  • Supply-side platforms

Usually, advertisers would buy ad inventory through independent networks. These can include Google, Facebook, other search engines, and other social media platforms. With a DSP, however, advertisers aren’t limited to a set platform.

Instead, advertisers can buy multiple ad formats (like video, mobile, search, display, and native ads) from multiple sources. Meanwhile, the user never has to leave the interface.

Here’s how it works:

  • The user visits a website online
  • That website sends the user’s information to the ad exchange
  • An SSP offers that user information to DSPs
  • Advertisers can bid for ad placement through the DSP
  • The highest bidder wins the ad

With a DSP, users can buy impressions across multiple publisher sites. The advertiser can then target their audience based on location, browser history, or other factors.

The impression price is based on a real-time auction through real-time bidding. Since it’s automatic, you don’t need to waste time bidding on prices. Instead, the impressions are auctioned off to the highest bidder.

The entire process takes seconds, allowing you to save valuable time.

The Benefits

If you’re on the fence about DSP advertising, there are a few benefits you should remain aware of.

First, a DSP offers transparency you can’t find in most forms of advertising. You’ll have a suite of reporting tools available, allowing you to review every detail. Then, you can optimize your campaigns and improve your ad efficiency.

In fact, your analytics will update in real-time. That means you don’t have to waste time and money making uninformed decisions. Instead, you can make decisions about the DSPs you’re using.

With DSP advertising, there’s also a wide range of ad formats available. Sticking to one format can bore your target audience. Instead, you can run an omnichannel advertising campaign to cover new formats.

Over 85% of consumers use the internet to search for local businesses. By using a DSP, you can reach those customers and reel them in!

Other benefits include audience targeting abilities and flexible budget shifting. The traditional ad buying process can leave you in the dark. In other words, you won’t recognize targeting or spending mistakes until you’ve already made them.

Why Use a DSP?

When advertising, you would usually complete a time-consuming process that can involve:

  • Advertisers (you)
  • Publishers (where the ad will appear)
  • The target audience

Then, you’ll waste valuable time sending emails back and forth to negotiate prices. In addition to wasting time, there’s also a chance someone will make an error along the way.

The marketing DSP process allows advertising and agencies to buy ads in seconds. Since the process is done so quickly, you can improve your efficiency and focus on bigger matters.

Choosing the Right DSP

When choosing the right DSP for your advertising needs, try to consider:

  • The data you want (first- versus third-party)
  • How many ad exchanges the DSP will access
  • Your budget
  • Your desired reach

You’ll also want to consider the DSP’s ease of use. If you’re unfamiliar with the interface, you might end up doing more harm than good.

With that in mind, it’s important to choose the right company to work with. Before you start using programmatic advertising, make sure to find the right DSP. They can walk you through training and help you maximize your advertising spending.

Instead of wasting money, you can use your DSP to reach more prospects than ever before!

What Is a DSP?: Your Guide to Smarter Advertising

To recap, what is a DSP? It’s your smarter, faster, easier method to great advertising. With a DSP, you can reach your customers without wasting your advertising budget away!

Eager to get started? Request a free trial from our team today.

Forget all the digital marketing tech you know… Just as you forgot the phones of yesteryear

BPRISE Tech of the Future

For those of us who used a Nokia 3310 and a generation of Nokia phones thereafter, before we switched to iPhone and other brands, we know just how great those phones were. They got us through calls, SMS and even carried a couple of games. There seemed to be just one brand of phones, the indomitable Nokia.

Then came along Apple. Apple entered the arena with a game changer phone, with smart software, making ordinary phones smartphones. This redefined how people used their mobiles. It gave people a good browser to navigate the world wide web, a powerful hardware to support mobile gaming and an app store that contained tons of great and ever-increasing apps. Still, Nokia maintained a huge advantage over Apple for years - its distribution network and its relatively well priced products across the spectrum.

Late but great, Google arrived, and grabbed market share. Not as a gadget provider. Google brought software, an app store and then gave wings to manufacturers to craft a phone that could take on a Nokia or an iPhone at a price and product advantage that the manufacturers deemed fit. This essentially made the iPhone alternative, Android, affordable to a mass of people who wished for a smartphone but could not escape Nokia.

Circa 2020, as I write amid a turbulent COVID-19 phase, I cannot help but compare notes with this piece of history in a different industry - advertising technology.

Like Nokia, the staple display marketing software in the world was and has been Google AdWords (now rebranded as Google Ads) for two decades. Around a decade ago, a revolution happened when publishers and advertisers started demanding more transparency in the money being traded among themselves. This led to a framework being jointly built, called Programmatic Advertising. Naturally, companies jumped into implementing this framework.

Publishers implemented the framework on their websites and apps. Advertisers started buying media programmatically. Google too jumped in, by buying out a programmatic platform called Invite Media and merging it into their DoubleClick offering for Advertisers and Publishers. Programmatic media buying also ushered in a special feature (akin to the app store), the ability to make a deal with any data provider of your choice and importing those data segments into the programmatic platform for precision-based targeting.

This was revolutionary. But there was a catch.

It was and still is available only to brands and agencies that can afford to cough up a platform fee, commit to monthly big dollar spends with guaranteed annual spend commitments. Kind of the pricier iPhone of the digital advertising industry. So, anyone who could transact big dollars and pay a platform fee, gained access to this powerful platform. A software for the big businesses. The common man i.e. a vast majority of small, medium and large enterprises continue to use the trusted and efficient Google Ads platform. This population does not probably know what they are missing. Even Nokia of old had many games and a browser that rendered websites decently well. Of course, an iPhone was desirable, but that did not matter, Nokia worked just as well.

However, in the advertising business, it matters if you own a Nokia or an iPhone, i.e. are you on Google Ads or a Programmatic Platform. The big companies use data as the new age oil and get bigger. Simply because they can afford to. As a small, medium or large enterprise with limited resources or not wanting to get into annual commitments, your tools are the same. But the giants can always use the advantage of data to outbid you to reach the target audience at a lower cost of acquisition, even though they are spending a lot more for that audience and inventory.

So how do we build an Android like model in the digital advertising ecosystem? Simply put, how do we get programmatic (the software) and the audience (app store) to the manufacturers (ad agencies) at a price that is affordable and accessible to all?

Firstly, we take out the platform fee. This automatically makes the platform affordable. Add the fee when customers want to commit to higher spends and need guaranteed inventory.

Next, unhinge from the minimum spends requirement. Let everyone in.

Finally, add the app store to the mix. In this case, data providers. Make it easy for brands and agencies to find various data providers on a single marketplace, without the need to sign-up separately as being done today.

This approach essentially brings advanced targeting and a single place to buy inventory at affordable prices. At BPRISE, we have created this one-stop integrated platform to offer audience-based programmatic media buying, delivering ads across video and banner formats. You get to pick from over 75+ data providers, 30,000+ data segments (example aspiring home buyers, is a data cut for whom you can target home loan ads or new home ads) and a publisher inventory that spans the globe (by publisher, we mean websites and apps).

In current times when almost everyone is online due to the coronavirus crisis, and in the near future when online will become the preferred platform to connect, you will appreciate the advantage of filtering - right down to the website or app, Geo-location and audience to target your ad.

Now that you know why you should forget practices of the past, request access to our closed beta trial of the latest in marketing technology.

Basics Of A Demand Side Platform (DSP)

“If you’re not putting out relevant content in relevant places, you don’t exist.”

-Gary Vanerchuk

Ever observe how you end up having ads stalk you? Say for example, you check an item on Flipkart but you don’t make the purchase only to have the  ad follow you almost everywhere you go online. They pop up on Facebook, Instagram, certain other websites that you visit and even emails.

This form of intelligent marketing can only be made possible if the advertiser really knows you – as a  consumer. Which is exactly why despite the rain of digital ads online, there are very few smart ones that grab your attention. That’s the customer’s viewpoint. Let’s take a look at the marketer and advertisers’ points of view.

They sit behind computer screens launching marketing campaigns, chasing marketing KPIs, measuring ad performances, reporting and performing a million other bits. With the dawn of all things “smart” and technology platforms to make lives easier, one could say that advertising on different channels can be accomplished pretty much effortlessly. Speaking of making lives easier in the world of advertising, traditional direct buying processes are taking a seat back given the birth of new buying methods on platforms that better connect media buyers and sellers. For example, programmatic advertising automates the process of buying and selling of online advertisements. One of the primary buying tool/platform facilitating programmatic buying is a DSP.

It stands for a Demand-Side Platform. Simply put, it’s an automated buying platform used by advertisers (aka media buyers) and marketing agencies to purchase digital ad inventory from the media owners (aka publishers). A DSP will have basic targeting functionalities like start date and end date, geo targeting, budget pacing, frequency capping, day parting, device targeting and contextual targeting.

DSP allows advertisers to buy impressions from a range of publisher sites that have the specific kind of audience which is of interest to the advertiser. The medium through which publishers make ad impressions available for buyers (advertisers) is a marketplace called an ad exchange. A DSP is used to manage multiple ad exchange accounts by the buyer. Not just that, they also act as a central hub for handling every data that one can bring in to help with the RTB (real-time bidding) valuation which is very crucial to successful ad exchange management. DSP automates bidding on deals that close at lighting speed, using sensible parameters which are set by the advertiser to control their budget and optimize spend. Decision-making is also automated by demand-side platform with the help of algorithms to ensure if deals are even worth bidding on in the first place. This gives advertisers a transparent view of websites running their ads to ensure they’re brand appropriate.

Is your demand-side platform really working for you?

Advertisers must ask themselves what exactly a DSP helps them accomplish. A strong DSP consists of efficiency and performance, both of which are important in determining the success of your marketing campaigns. It is also important to understand that all DSPs are designed and developed with different capabilities. You as an advertiser must first determine the campaign needs (reach, targeting and cost) and if the solution your’re looking for aligns with what a DSP can deliver.

With the evolution of programmatic buying, the growth of demand-side platform is anticipated to go hand in hand as it introduces advanced targeting tools, providing options to target behaviourally, geographically, and even options to retarget. Advertisers can generate value and increase return on investments (ROI) based on how well they understand the real consumer needs of the target group. Your DSP is a means of presenting your brand and its offerings to potential customers in the form of ads, marketing messages and emails, but having a layer of intelligence to guide you will only fasten your reach to your most convertible customers at actual moments of (purchase) intent.

“Hey! We haven’t seen you for a while on our website, come and check out what we have prepared for you.” Such mailers are not unusual. Whether your’re a retailer or a bank you would at some point consider sending out mailers. If you’re an e-commerce company, how are you reaching your potential customers? Oftentimes, you combine internal data to guide your real-time bidding (RTB) approach. E-commerce giants also often target frequent shoppers with various promotional offers and discounts designed specifically for them. This also helps in maintaining your brand image among the existing customers. Banner ads displayed with the help of RTB have the potential of replacing e-mail, gift cards, discount coupons and even newsletters? What do you think, let us know in the comments below.

Stay tuned for our next blog, where we talk about Real-Time Bidding and how advertisers and publishers make it a win-win.

Beware Of These 4 Ad-Tech Issues In 2018

As an ad-tech entrepreneur, I have been observing how lately, tricksters in the digital advertising industry are notoriously causing billion-dollar revenue losses, encouraging parallel counterfeit industries and duping end-consumers. I thought I’d put these draconian problems in context, along with some immediate actionable solutions to insulate one’s own company, clients and customers.

 

Fraud Is The Real F-Word

 

We’ve all been sceptical about those “ad impressions” and “clicks” mentioned in performance reports. Do they actually come from a human being? After displaying the exact message, you designed? On the actual publishing platform, you paid for?

There are countless number of cunning websites and apps that monetise purely through advertising revenue. Their line of business? Domain Spoofing. Many ad exchanges misrepresent web traffic as coming from a top portal, by falsely tagging the link parameters with the publisher’s name attached to them. As ad buyers, you get the wrong idea that you’ve bought visibility on the most relevant platforms, while in reality, sneaky bots are doing all the dirty work!

In the case of mobile, fake devices and counterfeit apps, mask legitimate entities to hike up ‘views’ through junk media. So actual publishers lose out on potential ad dollars and your CPMs still go through the roof!

The Solution (well, almost): In order to prevent such malpractice, the Interactive Advertising Bureau (IAB) Tech Lab in June of 2017 devised a solution enabling brands to verify that a 3rd party offering ad space anywhere on the internet, is actually authorised by the publisher to do so. It is called “Authorised Digital Sellers” or “ADS.TXT”. This is a text file containing a list of authorised sellers, hosted in the root folder of every publisher’s site domain. It isn’t a bullet proof remedy, but this centralised document makes it easier for publishers and brands to compare their own data against that of agency partners and vendors.

But ads.txt isn’t complete without ads.cert. Almost functioning like a digital signature, ads.cert ensures authentic inventory and prevents modifications or human errors in ads.txt. It uses cryptographically signed bid requests to validate data flowing between buyers and sellers in the digital media supply chain.

So, what’s the catch? One can implement ads.cert only with expensive engineering and updated tech infrastructure, namely OpenRTB 3.0. Released by the IAB, it is specifically designed to handle complex programmatic buying and selling. Its adoption will prove expensive for demand-side platforms (DSPs), supply-side platforms (SSPs) and ad exchanges.

If the industry doesn’t widely adopt ads.txt and ads.cert across media campaigns, domain spoofing could easily fur-ball into a bigger monster in 2018. So, do your part and insist on partnering with publishers and agencies that follow at least ads.txt, until further developments.

 

World Wide Web Of Lies

 

Fake News has the power to influence politics, people and business. Mainly because it’s smart, hard to spot and integrated into our newest and most important news source – social media.

Hence, monitoring your media placement will become a tricky affair. There is a very thin line between Fake News and Fake Brands. If your ad accidentally plays next to an inaccurate smear campaign or on a news source that commits major blunders in basic journalism, your brand will immediately become guilty by association.

I feel PR and crisis management will become truly crucial in 2018 in this regard: On one hand, the smaller a brand you are, the more vulnerable you would be to fall prey to lies and deceit on the internet; and on the other hand, the bigger a name you are, the more you stand to lose by way of goodwill.

So, vet your display sites, quality control your filtering process and try not to listen to people when they say, “Fake it till you make it.”.

 

Hands Up! It’s GDPR.

 

The Global Data Protection Regulation (GDPR) is a new regulation, created by the European Union (EU), intended to strengthen and unify data protection for all individuals within the EU. This means that the ad-tech industry will have to comply with stricter cybersecurity and privacy rules going forward. Aimed at curtailing abusive surveillance, the GDPR will come into effect from May 2018 as a new legal framework.

This is going to globally impact the way organisations collect, share and use customer information. Vague disclaimers about cookies won’t be enough. Users will be required to give clear cut permissions via ‘affirmative actions’ and explicit consent regarding ’sensitive’ information, like race or age. This evidence, then, will have to be logged and stored for the record by publishers and networks.

If you engage in digital advertising or content distribution of any kind, Big Brother is watching you! Regardless of whether your company operates on EU soil or not, if you take personally identifiable information (PII) of a EU user, GDPR applies. Fines can run up to 20 Million Euros or 4% of global annual revenue, whichever is higher.

Complying with GDPR warrants advanced security solutions technology, data protection compliance, user permissions and of course, additional budgets. So, make sure you prepare for these steps, with your senior management and partners, well before May 2018. Failing which, heavy penalty fees, legal implications and hindrance to business-as-usual will surely be part of this year’s horoscope as consequences.

Our communications team at BPRISE will run a series of GDPR related articles this month detailing the risks of GDPR and how brands should step up efforts to become compliant with the new regulations.

 

Who Cares About Your Data?

 

After striking off all of the above to-do items (as you should), what a shame it would be to fall prey to data breach and theft yourself! Laptops getting stolen is not the only way one can lose confidential and professional records. I am very particular about security against hackers, malware and phishing sites on the prowl for prey on the net. At BPRISE, I have implemented some iron clad practices that afford me a sound sleep every night. Here they are, if you want to wisely follow suit…

End user security awareness: Train your team and employees. Nobody will notice odd behaviour by malicious creepy crawlers online, if they haven’t even been told what the problem looks like.

Secure all systems:  Empower IT to build highly secure computers in your office, with Antivirus, Drive Encryptions, password complexity policies and local and remote data backup services. Also ensure that you buy only genuine software.

Patch ‘em up: There’s only so much a regular password sign-in feature and Microsoft update can accomplish. What about comprehensive patching on apps that aren’t a Bill Gates product, like Adobe? And what about other operating systems like Linux and MAC? Get to work right away, chop-chop!

Deploy intrusion detection prevention systems: All mission-critical systems, ones that are accessible via the Internet (web servers, e-mail clients, servers that hold customer or employee data, active directory servers) and just about the entire office should be covered.

Stop drive-by downloads: All it takes to catch a virus is an innocent intern browsing a seemingly harmless site. Use powerful firewalls to block phishing sites and websites that hack into computers through malicious spyware and pesky pop-ups.

Run more vulnerability assessments than fire drills: On a weekly basis. Against every system in your network, internal and external.

Monitor Inside-Out:  A system monitoring program where HR or a compliance officer can replay the behaviour of an insider will come in handy. Also, employing data loss prevention (DLP) technology will allow you to block content that you don’t want to leave the company.

Keep the pipes secure: Communication to and fro between the servers you deploy globally, and your development environment should take place in an encrypted channel. You don’t want your customers’ details leaking out to hackers because you shipped them via the post office.

Once you cover all these bases, dare I say, 2018 could potentially be your oyster. That is, until another occupational hazard veers its head in the ad-tech market.

Have a happy and secure new year!